Strategy & Concept

To create great campaigns or communication solutions for products, brands and companies, we need to understand the company’s objectives, strategies as well as the plain facts. To ensure a steady flow of information, we rely heavily on open lines of communication right from the start until the end of the project.

Design needs to be aligned with the strategic goals of a company to perform the necessary tasks properly. Therefore, designers have to be involved in the process right from the beginning. The initial design concept is one of the most important parts of a project. Of course, it is expected to present the (newly branded) message to the audience in a way so that they are able absorb and understand it as well as to avoid any misunderstandings.

Task dependent analysis

Depending on the task, preliminary analysis and conceptual work may vary greatly. The conceptual work that goes into the layout of a single ad differs greatly from the development of comprehensive ad layout grid, which will serve as the foundation for a whole series of ads.

Conceptual work is mostly necessary where the project’s complexity, dimension and coverage (i.e. its relevance in relation to other measures) extend beyond the individual case. In this context we usually find corporate design, website and campaign projects.

Example: Corporate Design Projects

The corporate image is influenced by all measures, actions and visuals emanating from the enterprise and that the recipient perceives as company-specific. This may be the content and style of a brochure as well as the behaviour toward employees, clients or partners.

Corporate Identity encompasses strategies and measures that aim to unite image and identity of a company. The initial step of a corporate design project is always the analysis - trying to determine the company’s dimensions with respect to its identity and image.

Image analysis aims to determine these dimensions of the corporate image (external view) and to isolate specific characteristics, which will help shape the corporate image through tailored communications strategies and measures.

As part of the analysis of the current state of a corporate identity, we usually conduct employee surveys covering the following topics: