Make connections

Fundamentally, identity is about connection.

The task is to understand, make, and foster connections with a clear vision of the outcome.

Identity can form 'organically', influenced by different people and their choices overtime.

However, if you are responsible for an organisation, place, product, service, or flagship policy - with all the investment and responsibility that represents -you want a sense of control over the identity being projected relative to the experiences customers, employees or stakeholders are seeking.

That means doing the right research, developing a strategy and understanding the risks.

It also means creative activation of that identity (brand) in digital, virtual and physical domains.

The Make Connections PlaySpace has three elements.

1. Formalise a strategic approach.

• Strategic brand identity (document)placing control of identity development and activation in the hands of prepared, and motivated personnel.
• Brand essence and associations.
• Relationship constructs.
• Self-expressive benefits.
• Brand stance and promise.
• Value propositions.

2. Design a unique identity.

• Naming process.
• A visual identity – including typography, graphic design - that is distinct, memorable, and evokes the brand.
• Photography that captures the essence and emotion of the brand when experienced.
• Brand narrative and tone of voice.
• Objects that establish connection.

3. Communicate and connect.

• A strategic and tactical approach to communication.
• Messaging and voices that embody the brand.
• Brand narrative and tone of voice.
• Creative concepts that take advantage of the unique opportunity a (re)brand presents to cut through the noise, arrest attention, and cement an identity.
• Be present and salient at every touch point.

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Visit the first Identity PlaySpace, Distil Identity.

Visit the third Identity PlaySpace, Transform Experience.

Learn about Creativity and Behaviour.

View case studies.

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