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.