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Design is distillation
Design is finding the gem lost in the clutter. Scraping off the superfluous until you're left with the simple, the authentic and the meaningful.
Whether it's a brand, space, product, advert or website, the process is the same:
Discover or define the essence of your project. Understand your audience. Develop and order the messaging or experience to ensure intellectual and emotional digestion. Make it taste great. Keep it real, people respond to authenticity and humanity.
Over the years I've been involved in the development of a lot of brands/rebrands. They have always started with gaining insight into the people behind them. When businesses are run by people who have passion for what they do, they speak with a clear voice, they stand out as authentic.
With social media becoming such a pervasive channel, corporate brand messaging is often sandwiched between comments by friends and family. The result is such that in order to reach the audience in such familiar territory, the tone, language and messaging needs to be friendlier, more relatable and down to earth. Brands need to be more human, more approachable than ever before.