Principles of the creative process
-Every successful brand has a design program strategy
-Strong, purpose-driven strategy can take away much of the subjectivity in evaluating graphic design
-Compelling graphic design solutions + clear, meaningful strategy = creating effective, memorable communications
-Why have visual strategy? Exposed to hundreds, thousands of ads daily from mobile, print, billboards, all kinds of media
-Constant, fast, sometimes debilitating info stream, we edit out most info that comes our way. The info that penetrates these filters and is retained are relevant to our lives, meaningful int. emo. engage heart mind
-If... written position statement, that is how the marketer wishes the brand to be perceived by consumers vs. the competition. This has too many disputes, not clear as directions
-Foundations for an effective visual strategy: clear understanding of consumer, lifestyle, needs or desires met by the brand in order to create a compelling visual presence
-What are the emotional benefits people derive from using, interacting with product -> quintessential qualities for which the consumer believes there is no substitute ->connect the consumer to higher order brand messages is the creation of a visual vocabulary that expresses the core essence/fundamental personality of brand
-Develop visual vocabulary that expresses the core essence, fundamental personality of the brand
-Color, textual elements, movement, consumer-relevant visual cues that create distinction in category
-Visual territories form the basis of an overall strategy that creates agreement internally
-Ensure focused consensus, everyone working form a common framework and agree on basic principles
-Written and visual positioning, complete with sensory guidelines