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creative design

The Fusion of Strategy and Design

February 3, 2020 —

The Fusion of Strategy and Design

The Best Branding Is More Than the Sum of Its Parts Since its founding in the 1950s, branding has largely been divided into two distinct disciplines: strategy and design. Strategy’s traditional role is to research, understand the competitive landscape, distill the meaning, and establish the market opportunity into a well-formed creative brief. At this point, designers typically take the brief and visually communicate against the strategic objectives. The handoff from strategy to design is not without its pitfalls. Oftentimes, key information gets lost. Strategists can work in intellectual...
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Product Design and Brand Strategy?

January 17, 2017 —

Product Design and Brand Strategy?

Product Design and Brand Strategy? Too often marketers and product developers don’t see the connection between product design and brand strategy. We’ve noticed this trend, especially with technology companies. Products can suffer growing pains if they are conceived, gestated, and born into the world without the guiding hand of the brand. On the flipside, brand strategy can have an enormously reassuring influence on the design of a product. In fact, our brand strategies exert positive influences on the product designs of most of our clients, in direct and indirect ways. Here’s how....
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How Brand Strategy Can Meaningfully Improve Product Design

May 14, 2015 —

How Brand Strategy Can Meaningfully Improve Product Design

We’ve noticed a product trend, especially with technology companies. Products can suffer growing pains if they are conceived, gestated, and born into the world without the guiding hand of the brand. On the flipside, brand strategy can have an enormously reassuring influence on the design of a product. In fact, our brand strategies exert positive influences on the product designs of most of our clients, in direct and indirect ways. Here’s how. Empathy Brand strategy always starts with a thorough study of target audiences, which means understanding what makes them tick. Their needs,...
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Brand Strategy and the Value of Creative Design

March 31, 2015 —

Brand Strategy and the Value of Creative Design

At Emotive Brand, we are keenly aware of the symbiotic relationship between brand strategy and creative design. In the traditional model, the company leadership team aligns on a new brand strategy and design brings it to life. You know the drill: new logo, new color scheme, new typography, new website. But there’s a deeper relationship between strategy and design that yields more meaningful, more memorable results. Creative design is not an appendage of brand strategy. Fundamentally, design IS strategy and strategy IS design. At least that’s how it works at Emotive Brand. Design in...
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Bad Blind Graphic Design Date

April 16, 2013 —

Bad Blind Graphic Design Date

One of the new constants of modern life is graphic design. It was with us before, in newspapers and magazines, bus billboards, and the whole gamut of corporate communications. Now the web and mobile have splashed graphic design everywhere we look – but we seem to be looking with half-closed eyes. Plenty of people have written (not saying “complained”) about how the web and mobile have degraded language. Blogs, email, and texting have made us all writers, so we’ve stopped making much of a distinction among ourselves in that regard. We’re in a hurry, we don’t have editors and proofreaders, and...
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