A simple brand method

A simple methodSome of you might have watched on TV, Marie Kondo’s show called Tidying Up, it’s about a Japanese home-organizational guru that goes to America to teach the best way to arrange a home. Very similar to the British nannies TV series or books like The Laws of Simplicity by designer/MIT professor John Maeda, these professionals bring their methods and tools of simplification to their career, themselves and others.

The same applies to all projects and tasks, I can tell you it wasn’t easy finding tune to my method but I got it and I tweak it from time to time.

I started branding fresh out of college, some things are holistic like that, a “universal call” I guess. Same with loving graphic design or drafting in my teens, they were things I enjoyed and understood right away, but I had no clue that I was saving the knowledge for the future, nor I was branding. So I found myself creating branding material without a proper process, since the current goal was in place I only had to create the material for the goal, but never thought long term until I worked for Lion Brand Yarns and Coca-Cola that decided I wanted to create legacy brands, a brand that has been in business for over 100 yrs. Since then any opportunity was “the opportunity” to create long lasting material.

By lacking on “tidying up” and setting rules I was missing on the extra time to give a final detailed clean up and set future expectations.

So I had to set up my tidying up method to manage my mental process for creating branding content. This would be so far my first simplicity process,

Fio’s Simple Brand Method

  1. GET YOUR BRAND BIBLE – use of branding guidelines is a must! If you don’t have any- talk to your CEO… he would love to have one, but he might not know he needs it. Particularly if you created those rules or police them is the best place to start any brand project. It will be so much easier to find and do the following:
  2. LESS IS MORE – collecting content should be clear, precise and have a voice and a process. For example, if you’re working in a brochure for a department like Finance or HR, copy should be “word perfect” ready from the project manager of each department with future minimal updates. Hopefully the copy was developed and reviewed by the communications or a department that is in charge of the day-to-day message and voice of the company as it is vital to have a communication analysis knowing past, present and future of the company’s internal and external message.
  3. GRID PLEASE! – content layout must follow a grid system. Why? if you want to bring a full holistic approach to you work and bring balance and harmony to the look and feel of you work use a grid, there are plenty of grid samples that can help carry content seamless to the eye. As humans we love a grid (by the way a grid is a not just a square), we are mini-systems that follow simple methods like reading books, menus, scrolling websites and know the order instinctively of those, inside our brains we know what negative space is and how to balance it out.
  4. LARGE, THEN SMALL – adding content should start with larger sections like laying the body of text, headers, footers, titles and photography first, then the smaller graphics like bullets, small decorations like buttons, edit more typography, add lines and divide the page layout better.

By adding ways to separate priorities, applying a balanced expectation of the full scope and finally integrating a solid structure brought my projects forward and beyond any current goal into a legacy goal.


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