When developing brand identities, the key priority is establishing a solid creative strategy, which guides the entire design process. By defining a clear creative proposition or ‘north star,’ the project can evolve within a cohesive framework, amplifying its essence in various directions. This approach not only keeps the focus on what’s right for the brand, but also aligns the client with the vision, making it less about personal taste and more about the brand’s true direction. While the fast-evolving design landscape poses challenges, grounding the brand in timeless principles – such as Swiss and modernist design – ensures longevity, even in a transient environment shaped by rapid technological and social changes.
