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20230109: Task Brief (Design Sprint)
TL;DR
ShiftLab are looking to democratise AI within technology - providing the tools to bring startup owners brand visions to life. If they’re going to be a bastion for brand - they need to be formidable.
Task Brief
ShiftLab are an AI company founded by former Product peeps from Deep Mind. They were sick of seeing research and theoretical applications of AI services so wanted to bring a product to market - they see their mission as ‘democratising’ AI within technology - to the point it’s not even referenced.
They were thinking about market opportunities and with Covid giving people more time to think about bringing their hobbies to life as small D2C businesses, they wanted to give them the tools to bring their brand vision to life - ToV, social posts, look and feel etc etc.
The first product from Shift is “Genome” a generative copy tool that’s specific to Instagram - and post creation. And that’s what our main focus is going to be from the outset.
Step 1: Brand Personality
We have three possible brand propositions on the table that we’ll need to develop brand personality around - likely scrutinising during the sprint process the proposition we feel gives us the greatest spring board in to the brand eco-system.
When you make something you love, there’s only one natural next step– to keep on making. To take what’s natural to you, and share it with someone new. But sharing requires explanation. And explanations take time. Time that could otherwise be spent making.
So how do you share what it is that you do? You look at the Genome. And find ways to express yourself. Simply answer a couple of questions about your craft, and Genome will create a distinctive brand that you can use to express yourself and start conversations.
You’ll soon find that the answer was inside you all along.
2. ___________ Incorporated
There comes a point when your thing becomes a thing. That hobby you picked up during lockdown takes off. It becomes a brand.
But when you don’t have the expertise or the experience to build a brand of your own, how can you be sure you can build one that works?
With Genome, you can take any hobby or craft and make it official. Make it a business. You can Incorporate it
3. Applied Intelligence
When your passion gets serious, you inevitably enter new territory. A space that you’ve never entered before, requiring expertise you’ve never been interested in. In the case of branding, there’s so much to learn, so much expertise to do it right, or just one. Genome.
We apply branding intelligence to your small business helping you to learn about brand while you build your own. To us, knowledge is a practice and with the right tools you can build a brand out of your business.
Step 2
Once we’ve got a clear idea of Genome’s personality, we’ll get into expressions. This is the wide-open, exploratory phase of the sprint. Let’s consider Genome’s holistic visual language – colour, art direction, graphic system, 3D treatments, motion principles, and so on. We should be aiming to go wide here, but as ever, we want to be able to connect the creative decisions we’re making back to Genome’s brand essence.
Step 3
Where we make the exploration in the previous step cash out. Here, we’ll apply the work in the previous two steps to a series of example brand assets (or “explanations”): website landing page, and an explainer video for are ideally what they’ve asked us for, but might be worth adding some additions like social media posts, billboards, etc.
Deliverables
What
Due
Who
Link
Done
Essence Storyboard
Explanation: Design Principles
Explanation: Colours
Explanation: Typography
Explanation: Art Direction
Expression: Website (landing page only)
Expression: Intro vid
Expression: SM posts
Expression: Billboard
There are no rows in this table
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