You’re going on a first date with someone special and so you show up like your favorite celebrity, and when someone else dressed up different than yours - then you may be feeling a bit disappointed.

So the point is:

How we build relationships with brand is pretty similar on how we build relationship with other human being. It’s all about managing expectations in the best way possible.

Therefore:

First impressions can and do matter

Our job is to make sure it’s a good one

We need know what our customers expect from us.

Good design will attract the right customers and repel the less ideal ones.

Push and pull strategy is a good thing because you cannot impressed everyone. You’ve got to be clear on what kind of community you’d like to attract and communicate to

How do we do it?

In order to do that, we need to establish a strong creative direction

Something to act as our design compass

What does it look like?

Our tool is called a mood board or sometimes a stylescapes - it’s a curated collection of inspirations, references and visuals to convey the idea

Mood board Examples:

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The 3 words to describe this brand are: Premium vibes such as elegant, sexy, luxurious

This the power of curating visuals and the key is to get the essence right.

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Some of the keywords to describe this brand is: fun, feminine, creative, playful, out of the ordinary.

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This brand gives a completely different story and different mood.

Each one conveys a specific look

You might be instinctively attracted to one more than the other

This is the power of design!

Using colour, type and imagery to evoke on emotional response and to tell a story

We always want to make sure to keep our audience in mind when creating a visual direction.

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Why are they so important?

Alignment - so that you’re on the same page as your client

Interpretation of ideas is the same and you’re both on the same page

It will keep you as a designer on track to guide your creative decisions

It will also keep your clients on track and to set boundaries

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How to get you started?

It’s important to understand WHAT you’re looking for

Know WHERE to find good references

Know HOW to pull it all together

Get comfortable presenting to your client

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