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by Dennis Marsman, Manager Marketing & Communication NykampNyboer/VIM Group
For many organisations, preparing and completing a design process is not part of the daily routine, and therefor knowledge and experience is lacking. It is likely that the process is not sufficiently thought through. For example, it happens often enough that needs and requirements are insufficiently gathered or that, when selecting a design agency, inappropriate criteria are used. This can easily create a mismatch that will become clear in the results presented by the design agency.
It is important to get a proper grip on and insight in the design processes and carefully walk through each of the underlying phases. In general we distinguish: the agency selection, design briefing, development of the basic identity and the development and evaluation of the applied designs.
Agency Selection
There are organisations that at the start of a design process immediately choose a design agency based on previous positive experiences. This is possible, if one only realises that the agency world has changed significantly in recent years, partly due to the economic crisis. Past performance does not guarantee future results. The best creative people do not stay long at the same agency.
There is more than one way to find the appropriate agency. Ask yourself what type of office you seek. One that can design both above and below the line, a smaller creative “hotshop”, a solid design machine that always delivers on time or a strategic party that can add form to their ideas? It may be that you already have the basic design and only need to develop and adapt it. Further factors such as available time, complexity, ambition and scope of the contract are important. In short, the type of agency you need may vary depending on the specific assignment. Use these factors in your considerations, to prevent surprises on budget, time and design.
Our experience is that a proper choice is made when a list of suitable agencies is compiled that will be assessed based on a number of criteria including location, budget, disciplines and experience. From the results of this review a selection of agencies will be invited to: pitch, give an agency presentations and/or apply a tender offer. This is followed by a definitive choice. It is important to combine these hard criteria with a general feel whether there is a good match with you, your brand and the agency. This method of selection requires more time, but that time will be literally and figuratively be gained in the design process. Selecting an agency is elemental in the process of developing a corporate identity.
Design Briefing
It is important to inform the design agency thoroughly and completely about all the ins and outs that are relevant for the design of the new corporate identity. The agency needs to know the past of your brand as well as its future ambitions. Without this information and communication it is impossible for the design agency to see and understand the basic strategic principles of your brand and transfer those into the design.
A design brief is essential. This document includes all the aesthetic, communicative, technical and legal requirements for the new corporate identity. In addition, it includes business agreements, such as the intellectual property of the corporate identity. With a design briefing: you clearly state your wishes, the design agency knows of the framework within the design should be developed, and you are able to check the design on mentioned aspects.
From basic corporate identity to end-result
Next, the design agency can start developing its proposals for a basic design. In this phase, the communication between you and the design agency of great importance. With the development of the basic corporate identity consequences for the actual implementation of it on various media should be considered. It is therefore important at this stage to make draft designs of the corporate identity on various important brand media to test whether it will be problematic. By doing this you assure yourself that the eventual corporate identity is ready for implementation.
Our knowledge and experience
With twenty years of experience in brand and corporate identity changes, we are able to guide you through the various stages of the design process. We know both the pitfalls and success factors. We operate independently and are thus able to help you find the best fitting route. Our approach gives you control and direction over the design process. A result that exceeds your expectations is guaranteed. |
