Working with a brand agency

Posted by Larissa Fatseas on 16 September 2011 | 0 Comments

Tags: brand agency

Developing a strong brand with longevity and presence involves working with a Brand Agency who can understand your business.

The most important element for a brand agency when developing a successful brand is the writing of a strategic brief for the creative team. The information for a good brief comes from an in-depth understanding of the business, the goals and objectives, the target market and the desired positioning of the brand, i.e. what the business wants to be known for and what they want to say to their customers…

Working with a professional brand agency gives a company the peace of mind that their brand is created with strategic thinking behind it not just based on a creative look and feel. It gives the brand longevity, to stand the test of time and achieve the goals and objectives set out for the long term.

Your brand agency may recommend that your brand does not need a separate symbol but instead recommend a customised typeface that creates the unique look and feel you are searching for. When designing a brand, the aim should be to build unique brand properties that can be leveraged to become brand assets. A brand’s typeface is one of the visual properties that can be a powerful and unique part of a brand’s visual messaging; often customising type as an option for a strong visual identity is entirely overlooked by designers.

As a brand agency Lumino believes that customising your typeface is as strong an application as a symbol or graphic mark. A customised typeface can create a strong brand identity that captures your business’s personality and differentiates the business. A strong brand identity will communicate to an audience instantaneously. A customised typeface can create a unique, individual and brilliant brand that is like no other and promotes strong brand recognition.

As a brand agency our projects speak for themselves. An example of a strong customised tyepface is:

GoVia - A system built around the idea of free flowing traffic, getting where you need to go quick and easier. The customised typography (see above) creates a sense of movement much like the idea behind this system. The type not only echoes the brand name it describes a key benefit. It communicates information instantly.

A Brand Agency thinks beyond the graphic design to develop a brand that works for the business at all levels and develops brand equity beyond the logo.