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

    From Kickoff To First Concept: How To Turn Brand Strategy Into Visual Direction
    When a branding project fails, it usually happens long before the logo stage: in the strategy phase, when words like “modern,” “trustworthy,” “premium,” “friendly,” and “disruptive” are left undefined. The result is a gap between what the brand is supposed to communicate and what the designer is expected to create. This is the space I like to call the “pre-concept” phase.
    At the beginning of a project, designers usually rece

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