How to build a community-first brand.
A lot of ‘community brands’ start at the surface layer: warmer copy, friendlier colours, more photos of people wearing branded T-shirts. Community-first branding isn’t a tone of voice problem. It’s an organisational design challenge wearing one of those T-shirts. Communities rarely judge you on how supportive your headline sounds. They judge you on whether they […]
From idea to identity: Designing a cultural shift.
When Stellantis introduced its internal programme “A Better Me, A Better Us”, our brief wasn’t to design a campaign asset. It was to create an identity capable of carrying a cultural ambition across an entire organisation. As designers, our task is to express the relationship between individual growth and collective performance in a single, recognisable […]
In reference to brand guidelines…
81% of customers need to trust a brand before they will even consider buying from it. That has not changed. What has changed is how brands show up and who is now responsible for making that happen. Today, more marketing is handled in house. Store teams, office staff and regional managers are all producing content. […]
£532K well spent?
Did the Government really pay £532K to move a dot?Of course not. What they paid for was trust, consistency, clarity, optimism, and detailed guidance for every department on how to adopt a new, all-encompassing design system.The click-baiting, political hyperbole suggesting anyone would pay over half a million to “nudge a dot” is not only insulting […]