Few products, individuals or organisations reach the status of an authentic brand. Until that pivotal point is reached you are an identity looking to become something more. You may have a well-known corporate identity, but this visual identity may still be missing the opportunities that true, absolute, brand status offers. How much of your potential are you achieving? Less than 50%? Or is it 100%? It's worth asking the question.
Working alongside brands that are already successful, as well as designing and focusing the visual identities of hundreds of business start-ups has allowed me to observe at first-hand the essential elements that determine success. I have acted as a graphic designer, writer, and art director for all sizes of projects — from the kitchen table to the global – and in virtually all business sectors.
In my experience, the few who ‘get it right’ tick certain crucial boxes. Some requirements are always essential, but it is these more illusive requirements we must work upon — which takes intelligence on your behalf and more than a little guts too. Because you have to question yourself deeply, remain shockproof and root out the limiting factors.
In fact, if it isn't fun, then this is an indication that the wrong path is being taken.
Here are some design elements that I have originated or been asked to improve from an existing design.
I'm a typographic and graphic designer by trade who is conversant with all traditional and current graphic communication skills. As well as creating appropriate graphic and written messages, I have a successful track record of naming strategies, and a liking for sensitively chairing creative meetings — in fact the evaluation and editing of everything you ‘show, tell and do’.
My clients enjoy complete confidentiality. My interventions are often anonymous. I tend to keep a low profile – because it helps productivity. I rarely publicise my contributions, even when permitted to do so.
A small sample of previous clients and projects.
The Chartered Insitute of Marketing
UK/USA version of
‘25 Years of Design’was a limited edition celebratory publication issued in 2007.
‘Design Master Class’ is available only on design training events.
|| || You may be leading a multi-national, or a government department, or a start-up || || You like style but you distrust frippery || || You want to meet or discuss without going through layers of staff || || You want someone who will never pester you — but you do want a reasonable amount of mind-reading; someone who can say no as well as yes, catch the ball and field your own creativity ||someone who ‘knows how’ with contacts to match
However, you can always ask – on the basis that life is full of surprises and gaps do occur.
Though obviously not an indepth piece of research, this can often prove just as profound. This is for two reasons: first, my history of evaluation and constructive feedback (it's my job) and, second, a useful lack of familiarity with your project. In other words, objectivity akin to your existing or potential clients, who typically fixate on their immediate impressions of trust or lack of, interest or rejection – and so on. And, come to think of it, there is a third reason: I enjoy the exercise. The only restriction is demand and availability, and that this is a one-off service. That said, I promise to respond to all genuine enquiries. Typical response time: 7 days. But who knows? You might catch me on a tea break, or an idle 15-minute interlude.
This shows a small segment of the ‘Cambridge Phenomenon’ (A seminal publication by Segal Quince Wicksteed). Way back in 1983 I was commissioned to design the family tree, which charts the exceptional growth of high technology companies clustered in and around the city of Cambridge, UK — also known as ‘ Silicon Fen’. © Segal Quince Wicksteed