From Kickoff To First Concept: How To Turn Brand Strategy Into Visual Direction

The strongest visual concepts don’t start in Figma. They start with the right questions. When it comes to brand identity design, the pre-concept phase is often overlooked, but it’s a crucial step in creating a visual direction that accurately represents a brand. In this article, we’ll explore the importance of the pre-concept phase and how to turn brand strategy into visual direction.

Introduction to the Pre-Concept Phase

The pre-concept phase is the initial stage of the design process, where teams research brand context, uncover hidden assumptions with stakeholders, and turn shared direction into a visual foundation before a single concept is created. This phase is critical in setting the tone for the entire design process and ensuring that the final visual concept aligns with the brand’s strategy and goals.

Why is the Pre-Concept Phase Important?

So, why is the pre-concept phase so important? Here are a few reasons:

• Understanding the Brand Context: The pre-concept phase helps teams understand the brand’s history, values, mission, and vision. This knowledge is essential in creating a visual direction that accurately represents the brand.
• Uncovering Hidden Assumptions: By engaging with stakeholders, teams can uncover hidden assumptions and biases that may impact the design process. This helps to ensure that everyone is on the same page and that the final visual concept meets the brand’s needs.
• Setting the Tone for the Design Process: The pre-concept phase sets the tone for the entire design process. It helps to establish a shared understanding of the brand’s goals and objectives, which ensures that the final visual concept aligns with the brand’s strategy.

Conducting Research and Gathering Information

Conducting research and gathering information is a critical part of the pre-concept phase. This involves:

• Reviewing Brand Documents: Teams should review brand documents, such as the brand strategy, mission statement, and values. This helps to gain a deep understanding of the brand’s context and goals.
• Conducting Stakeholder Interviews: Engaging with stakeholders, such as employees, customers, and partners, helps to gain a deeper understanding of the brand’s culture and values.
• Analyzing Competitor Brands: Analyzing competitor brands helps to identify trends and best practices in the industry. This information can be used to create a unique visual direction that differentiates the brand from its competitors.

Identifying Key Themes and Patterns

After conducting research and gathering information, teams should identify key themes and patterns that emerge from the data. This involves:

• Identifying Core Values and Personality Traits: Teams should identify the brand’s core values and personality traits. This helps to create a visual direction that accurately represents the brand’s culture and values.
• Uncovering Hidden Assumptions and Biases: Teams should uncover hidden assumptions and biases that may impact the design process. This helps to ensure that everyone is on the same page and that the final visual concept meets the brand’s needs.
• Developing a Shared Understanding of the Brand’s Goals and Objectives: Teams should develop a shared understanding of the brand’s goals and objectives. This ensures that the final visual concept aligns with the brand’s strategy and goals.

Creating a Visual Foundation

After identifying key themes and patterns, teams should create a visual foundation that captures the brand’s essence. This involves:

• Defining a Color Palette: Teams should define a color palette that reflects the brand’s personality and values. This helps to create a consistent visual direction across all touchpoints.
• Developing a Typography System: Teams should develop a typography system that reflects the brand’s tone and personality. This helps to create a consistent visual direction across all touchpoints.
• Creating a Mood Board: Teams should create a mood board that captures the brand’s essence and personality. This helps to create a visual direction that accurately represents the brand.

Turning Shared Direction into a Visual Concept

After creating a visual foundation, teams should turn the shared direction into a visual concept. This involves:

• Brainstorming Ideas: Teams should brainstorm ideas that capture the brand’s essence and personality. This helps to create a unique visual direction that differentiates the brand from its competitors.
• Sketching Out Concepts: Teams should sketch out concepts that reflect the brand’s values and personality. This helps to create a visual direction that accurately represents the brand.
• Refining the Concept: Teams should refine the concept based on feedback from stakeholders and the design team. This helps to ensure that the final visual concept meets the brand’s needs and goals.

Conclusion

In conclusion, the pre-concept phase is a critical part of the design process that helps to turn brand strategy into visual direction. By conducting research, gathering information, identifying key themes and patterns, creating a visual foundation, and turning shared direction into a visual concept, teams can create a visual direction that accurately represents the brand and differentiates it from its competitors. Remember, the strongest visual concepts don’t start in Figma. They start with the right questions.

Best Practices for the Pre-Concept Phase

Here are some best practices to keep in mind during the pre-concept phase:

• Be Curious: Be curious and ask questions to gain a deep understanding of the brand’s context and goals.
• Engage with Stakeholders: Engage with stakeholders to gain a deeper understanding of the brand’s culture and values.
• Be Open-Minded: Be open-minded and willing to consider different perspectives and ideas.
• Communicate Effectively: Communicate effectively with the design team and stakeholders to ensure that everyone is on the same page.

Final Thoughts

The pre-concept phase is a critical part of the design process that helps to turn brand strategy into visual direction. By following best practices and being curious, engaging with stakeholders, being open-minded, and communicating effectively, teams can create a visual direction that accurately represents the brand and differentiates it from its competitors. Remember, the strongest visual concepts don’t start in Figma. They start with the right questions.