Doing it at pace
The crucial question right now is how to do all this rapidly. The first thing to know is that taking your brand online doesn’t necessarily mean complete reinvention. Where possible you can repackage existing content, and build on what you’re already known for. The BBC has done this cleverly with its Bitesize offering, which has shifted to deliver more curriculum content and assist home-schooling. Similarly, following our recent rebrand, Mixcloud has introduced a live-streaming service and seen subscriptions grow considerably.
The next step is to focus your work into productive design sprints. Monzo recently came to us to support the launch of its new business banking service. Over a series of design sprints, the partnership delivered an identity system which conveys the simplicity and magic customers love about Monzo to an audience that was previously unaware of it. Whether in-house or agency, a flexible design team working this way can adapt week-by-week to focus attention on exactly what gets you where you need to go.
The new virtual way of working is also revealing unplanned efficiencies. The week before lockdown, our team visited a client in Derbyshire. It was a worthwhile trip, but when we did the follow-up session online using the Miro workshopping app, we found it just as effective. This experience has been repeated with several clients. While it’s still vital to meet people, by taking some conversations online we can accelerate our processes and streamline costs.
More than anything, to create a successful digital design language at pace you need adaptable, collaborative and open-minded teams on both the client and agency side. Entrenched working processes may need to give way as rapidly formed teams learn to collaborate openly, share ideas, give feedback and work together as one virtual team.