CAPTURING THE BRAND
We all know that branding is important. This applies to any product or company, be they established manufacturers or start-ups. It is said that your brand is “what people say about you when you’re not in the room”. Defining your design language re-enforces your brand message.
EXTRACTING YOUR DNA
Branding differentiates your business from your competitors and is based on everything associated with your company. Defining what your brand stands for is a complex art; What is the personality of your business? What is the emotional connection to your brand? What are the strengths you want the audience to identify with? Once identified and a clear brand ‘mission’ established, how do you translate that visually and represent your brand in a physical form? What does that look like?
At Drive we have a process; start simply and establish the core DNA, the foundations on which to build a more nuanced design language, and ultimately define the guide for form and styling. It’s not revolutionary, but it works.
These foundations will define the essence of your brand, and will inform our approach as we question what does this brand stand for? What are the company’s values?
What ‘personality’ needs to be conveyed? The answers guide us in terms of form, function, styling, materials and manufacturing. We agree with our clients what their brand stands for and seek out what is special. We offer opinion whilst defining the design language that celebrate those values and the core DNA.
The design language now informs and defines the form and lines of the body, or atmosphere of the interior, the important characteristics to promote and what the design should celebrate, be that a particular material or a principle. Agreeing this with all involved gives a point of reference for the design proposals, and an opportunity to ensure that decisions about what to progress have a sound reason. Our clients range from McLaren to Honda, VW to Caterham, and they trust us to work with them developing their cars in line with their brand DNA. We craft every surface, every detail, every function to ensure the design is relevant to the consumers, reinforcing the brand values whilst adding value to the brand.