How strategy drives visual identity: Design that’s based on clarity, not opinion

So our framework, how does it translate to visual identity?

You see that we start at the core with your services and the clients. And we’re working on value propositions defining what that is. We’re defining all six elements of organizational clarity. This is what informs every single design decision or about to make and all the components of your visual identity.

So whether we are addressing your brand name and URL (sometimes we do, sometimes we don’t), every decision for all the visual elements of typography, colors, graphic styling, icons, images, voice, tone and brand communications…every single decision comes from the strategy. People often ask me, how do you make decisions that people agree to? And the answer is, it is all based on strategy.

These aren’t the decisions we’re making, they are strategy-driven design decisions. Visual identity, in turn, directly reinforces your market position and establishes the connection you want with your target audience.