Whenever Design Kompany starts a new branding project, the first thing we do is frame it: what is the purpose of this project? This gives us context and also sets a goal.
Here’s an example. One of our Seattle clients wants to generate buzz in Washington, D.C., around a concept: healthcare vouchers. The idea is that everyone would be covered with at least a very basic health care plan. Academics came up with it. Health care people love it.
Design Kompany’s creating the imagery and writing a tag line to get people talking about this. Talk about framing! What goes through the window is just as important as what we choose, consciously, to leave out. We’re avoiding certain words and phrases that something called the Herndon report says turn the public off. Stuff like “inexpensive,” “wellness,” and “free.” See Herndon Alliance.org.
Frames are good. Frames are useful. They’re the reason writers have editors. And the reason why this team hired us at DK.
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