Before anything is designed, a brand needs a territory: a defensible sense of what it should feel like, and what it should not.

The work

We map the category first, so the direction is chosen against what competitors already own rather than against personal taste. What is left is the space a brand can hold.

Direction is presented as boards that pair imagery, colour, material and language, so a decision can be made about the whole feeling rather than argued one element at a time.

Deliverables

• Category and competitor mapping
• Two to three distinct visual territories
• Colour, material and imagery direction
• Tone-of-voice reference