What steps can you take to analyze a client's brand identity for commercial design?

Don't be afraid to dive into questions about their brand identity and brand equity. If the company has a negative brand equity, it can be challenging to receive helpful answers. Be patient as you get a back story, truthful (yet kind) with feedback, and generous with advice or solutions. Whether your client knows it or not, their brand helps define the scope of work.

When working with a major hotel brand on a specific project that required a brand identity that was very specific, we used a simple strategy of naming the following criteria to hone the identity. 1) a magazine that would represent the property’s attitude. 2) a drink that would represent the character of the hotel. 3) a vehicle that could be closely associated with the ethos of person who would book at the property. 4) a song that encapsulates the mood of the property. I was surprised at how the answers helped to key into the concept and create a strong brief that drove many decisions.

-- Understand the brief carefully -- Decide the goals & target audience based on brief -- Know the competitors -- Be different from market

My favorite way to understand the client and their needs is to listen, listen, listen! During every meeting, no matter what phase the project is, it is important to take a collaborative approach with our clients and listen. Then, we can go back and do our research. Research what they asked for, what have been their strengths and struggles. Then present solutions and listen more! Listen to their feedback again and adjust accordingly.

Al abordar el análisis de la identidad de marca de un cliente para el diseño comercial, recomiendo comprender de manera profunda su marca, realizando investigaciones exhaustivas sobre su historia, valores y objetivos. Estudiar su manual de marca, para analizar su identidad visual, logotipo, colores corporativos, prohibiciones de uso, etc. ayudará a establecer todos los elementos y terminaciones de manera coherente. Por último, entrevistar a los responsables de la marca, ayudará a obtener percepciones claves sobre su visión y misión. Este conocimiento profundo es el que asentará las bases para el desarrollo de un concepto de diseño sólido que guiará cada decisión creativa y estratégica a lo largo del proyecto.

Conducting competitor research involves a thorough examination of industry standards, prevailing trends, and areas where competitors excel. This analysis aims to identify unique selling points (USPs) that distinguish the client from competitors. By pinpointing these differentiators, the commercial design can strategically emphasize and leverage aspects that set the client apart, ultimately enhancing their competitive edge in the market. This step ensures that the design aligns with current industry benchmarks while capitalizing on the distinctive strengths of the client's brand.

Analyzing the current assets of the brand can be really helpful to spot the inconsistency or irrelevance within the brand your developing, this would help you setting the brand guidelines and the dos and don't examples.

This step involves soliciting the client's existing brand guidelines, encompassing specifications for the logo, color schemes, typography, and other visual elements. Additionally, the collection of high-quality versions of the client's logo and other brand assets is crucial. This ensures that the commercial design aligns seamlessly with the established brand identity, maintaining consistency and coherence across all visual components. By adhering to these guidelines and utilizing top-quality assets, the design process is enriched with a foundation rooted in the client's established brand aesthetics.

Find ways to incorporate their brand into the design. (That's the fun part!) Create their logo with floor or wall tile, use vinyl in their brand colors to create a focal point, or add a ceiling feature to enhance the space for an Instagram-worthy post that makes customers want to experience their space. Creativity is key!

Dive into their brand like you're searching for the last slice of pizza in a crowded room with focus and determination. 🍕🔍 When analyzing Tina's Tofu Tattoo Parlor, we found they were all about "Ink and Plant based Passion." So, we crafted a logo of a tattoo needle wrapped in tofu vines. Edgy, yet plant-friendly! 🌱💉 In conclusion, analyzing a brand is like dating understand their quirks, embrace their uniqueness, and avoid awkward design silences. 🤝💬

Environmental Considerations: This step involves a thorough understanding of the physical environment where the commercial design will be implemented. It emphasizes assessing the spatial context and considering how the design will interact with the surroundings to enhance the overall brand experience. By taking into account the specific characteristics of the environment, the design can be tailored to seamlessly integrate with the space, creating a cohesive and impactful brand presence.