The initiative, developing a new brand identity iteration. The challenge here is different opinions, aesthetics, viewpoints. Everyone brings a different story to the company, to the product. Everyone has their own story, how they relate to the product, company. All valid and each their own.
As I’ve come to experience or maybe come to realize is that companies, maybe good companies are more than a machine of process and systems. Well, maybe companies that have already forged their way are more so systems of efficiency, optimization and productivity. But companies that build their reputation on a culture are much more than process and product – the culture is the people. This is what I’ve come to appreciate about my company and grateful to be at. It is a people-centric culture, we are expected to bring our whole self and connect to what we do. Group of individuals taking on the culture, but operating individually, our abilities, insight, experience for the whole of the group. We value creativity. Insight. Pushback. Opinions. Thoughts. As a startup we are on the forefront of a new space, creating knowledge and in turn leaving a trail of process. Left to be refined on the next iteration, revisions.
The obvious direction for developing a brand… make it quality, unique, beautiful, distinguished, perfect… results-oriented focus on the quality of the design aesthetics. But brand identity is more than just design and aesthetics, brand identity is the visual connection between company and people. But how do you do that?
This is where I’m planting my flag. As the directing creative, my purpose is to build the brand to embody, tell the visual story of the culture, the people, what we’re doing, why we’re doing it. Bold but humble. Simple but aesthetic. Unique but familiar. Create an open space for exchange, transmission and reception. An interchange of ideas, thoughts, creativity – openness for questions and critiques. Capturing the identity of the our culture and telling it through our brand identity, visual story.