The external projection of a brand is merely a reflection of its intrinsic internal identity.
These are the principles that guide our approach to branding.
Strategy Principle
The purpose of a brand strategy is to balance the external and internal forces that shape every aspect of a brand. Target audience, self-reflection, and competitive landscape are just the tip of the iceberg.
Action Principle
A brand's story is best told with actions. Successful brands have relevant branded programs in place to serve the community they engage with, and to further establish their position in their hearts.
Scaling Principle
Business growth is brand growth. It requires a clear vision, adaptable design systems, and a brand architecture to create identities that serve the business as it expands.
Tribehood Principle
When brands take care of their people, the people take care of the brand. Successful brands listen to their employees and become part of the work culture and environment.
Possibility Principle
Sometimes businesses don't go as planned. Pivoting a brand is easier when it is created with humans at the center: it can transform into an entirely new business without losing its identity in the process.