concepts

Over the course of a branding project, there are thousands of micro-decisions to make along the way. As much as possible, agencies try to establish a common way of seeing and evaluating work to minimize decision fatigue. In our case, we create an Emotional Impact and a Brand Idea. We start by identifying four emotions we want to evoke in our target audiences, and then craft a big idea that brings these emotions to life across business, brand, and culture. The thing is, as much as you try to establish frameworks and lenses and litmus tests, you can only ask a client to hold so much in their...