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Working with a new client this week, we’ve been talking extensively about the personality of their brand and its essence. What has been so interesting is that this conversation has been happening in the wake of our initial set of creative work for them. It’s been the trigger for that series of questions.

One would usually imagine that to create successful new design work for a brand you would think all the ‘values stuff’ through beforehand. This is particularly the case with what we call their ‘brand tone of voice’. While it’s true that thinking and writing first is the best method in theory, sometimes to draft a new set of ideas based on a rough brief can help define the truth of that brand.