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9: Creative Strategy and Plan

Lesson 10 from: Creating Brand Identity Systems

Brian Schmitt

9: Creative Strategy and Plan

Lesson 10 from: Creating Brand Identity Systems

Brian Schmitt

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Lesson Info

10. 9: Creative Strategy and Plan

Lesson Info

9: Creative Strategy and Plan

fully understanding the values, mission and spirit of the brand. How will you use this insight into the company to connect with your target consumer? The best brands are consumer focused and thrive by enabling experiences. People want to be a part of you only have so much time and budget Knowing that you want to have 90% of the work done up front. So you can spend the last 90% of your time getting the last 10% right. How can you tackle the most meaningful chunk of work up front? Figure out what to make first. Will your brand to be based on a symbol, a word mark, a logo, a photo style or a pattern system. Most times, this can be determined by the desired relationship between the brand and its consumer. What's the primary product or service of the brand? What will communication with the target consumer look like and feel like a digital app will need an app icon and or a logo for the product that will also be showcased in the app store and maybe online ads, a fashion brand will likely nee...

d a way to write their name on labels. That also works well with imagery of their clothing and a distinct style. They may also need a symbol that carries the same feeling of their brand and can work as a mark of quality where the full name is not appropriate. Create a branding system that makes full use of these hardworking pieces of design but is not limited to them. In the modern branding world, companies are focusing on the full experience rather than siloed domains. This means a fashion brand will also be building a website and an app along with physical stores, bags and anything else they need to make Following overview will help you make an informed strategic plan to tackle your work and lead the client to the right creative decisions based on the timing for the Okey project. I made the following plan designed the bottle first because it had the longest lead time and can be done while the writing teams coming up with the name next. Because I had the bottle designed, I was able to make sure that the logo worked on its bottle as well as anything else that had to live on. Once the logo was designed, I created product designs using typography and color these designs for bottles, drove the look of the rest of the brand's packaging, communication and all creative work. Once we've gathered everything that we need to start a project, we want to figure out how are we approaching the project. So whether you have a short amount of time or a long amount of time, you still want to take a moment step back and say, what's my strategy? And that always means backwards planning for me, I say, you know, what do I want to achieve? And by when this goes back even to your research, you know, the first part of it saying, okay, what is the production process? How will this thing actually get made? The other strategic key that I have is about consulting partners early on. If I have people that I know I'm going to work with on a project, I want to talk to them as early as I can bring them on board and make sure that we have agreement were working in the same way and I know anything that they're thinking of up front that I need to think of, even if they're not able to work on it yet, are there any considerations from them? So a good design strategy helps you target your consumer, meet the brand's needs, differentiate from the competition and fit the brand's values mission and Spirit, try to think about, you know, how you're going to approach it. Everything from the brief in the beginning should be about the consumer. So build it around them. But then at the same time, you know, even though your consumer led, you need to be meeting your brand's needs, making sure that your clients happy. It's always going to be key to differentiate from the competition and make sure that what you're doing is recognizable, unique and sets you apart. And then, you know, most importantly, now that we've defined the brand values mission and spirit, we want to make sure that what we're doing fits with that. And so when you're thinking about your design strategy, kind of, you know, use this as a building block to create that