Why every design project ends up redefining your brand

redefining your brand

Just recently in the studio, we’ve been throwing around a new theory:  that every piece of creative we work on is actually ‘a brand project’.

Our theory is that every time we complete a piece of design it advances a brand in some way. That’s a punchy claim, but the more we started thinking about it, the more it just happens to be true.

Rare is the piece of design that we do that is without any sort of innovation. Equally unusual is collaborating with a brand that has guidelines so exhaustive that every eventuality has been considered. In fact these gradual ways of redefining your brand aren’t a problem but actually, we believe, positive incremental changes that should be embraced.

With a creative brand guardian overviewing the work, these could be seen as investments in the future of the brand.

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Talking my language! Creating a multi-lingual website

In December we completed six months of work on a new website for ORIS, a classic German manufacturing brand based just outside Stuttgart.

An iconic business trading in bicycle carrier and towbars for more than half a century, the brand had begun to dilute after a series of mergers and buy-outs. Our project was to create a standalone site, bringing this fantastic brand back to the prominence it deserves.

With a Europe-wide audience, the site will eventually appear in many languages, but first up was German and English. So began a fascinating project creating a multi-lingual website.

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All about ORIS: creating branded photography

creating branded photography

Photographer Andy and I got out of the car and unloaded the equipment. In front of me was a caravan and a selection of cars. A couple of models stood waiting. Our mission: creating branded photography from scratch for our client. The project manager turned to me and said, ‘where do you want to start…?’

It was at that moment, standing in a leafy clearing just outside Heilbronn in southern Germany that I realised, this was serious.

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Legendary German automotive brand ORIS stages an epic creative commercial relaunch

creative commercial relaunch

Over the past six months the team and I have been working on what I’ve come to think as an almost sentimental journey. For sure it’s also been clear-eyed hard work, but there’s something wonderful about seeing a classic brand being given the platform it once always enjoyed.

I’m talking about ORIS, a classic, decades-old southern-German manufacturing name that in recent years had begun to slowly disappear amid a welter of corporate machinations.

We were first offered the chance to consider the brand almost two years ago and it seemed so obvious even then that this business had bags of brand equity, the elusive wonderstuff that design and PR agencies the world over yearn for.

Today, it’s back with nothing less than an epic creative commercial relaunch.

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Designing a sister brand: Northbank Speakers

A year ago, we were hard at work completing the launch website for talent and literary agency Northbank Talent Management. The result of months of work, that site launched on the 31st May 2018. The project was a rebranding of what had been up til that point Diane Banks’ eponymous literary agency. With a single move, the business had a completely fresh start.

The new name and branding expanded into a wide range of print and social media as well as, most visibly, an expansive website which we custom-designed from the ground up. From a standing start and completely new URL, Northbank’s website now has sometimes several hundred visitors a day. Exciting stuff.

There’s more to come too. Today we’re unveiling a surprise – over the last few weeks we’ve been designing a sister brand as a standalone entity: Northbank Speakers.

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Happy ending or moral tale? Once upon a branding design project

branding design project

It’s been quite a week – wrapping up one logo project, just beginning the identity for something else.

It’s enjoyable work but by far the most labour-intensive that we do. When either a marketing lead or entrepreneur hire a designer, they usually expect creativity. We’re happy to oblige – it’s just that the end result tends not to be what they expected. Because how could it ever be?

We just aim high and hope the result is a pleasing one.

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