Every day, we work with people advocating for huge change in their organisations. Visionary and pragmatic leaders, they’re constantly negotiating budgets, timelines and expectations.
Rebrands and digital launches are tough, but worthwhile, work. If you’re the one charged with leading it, your mind must go back and forth: ‘Is this ambitious enough? Is that really achievable?’
At Output we have two design disciplines under one roof: brand and digital. They have two different approaches to challenges. Two different teams. But they work together on a shared timeline, and each one pushes the other to a better outcome.
Most agencies split this work out completely. It’s easier to manage, but misses an opportunity. Let’s see how working through both, together, leads to the most interesting, effective and sustainable outcomes.
Bring product and marketing together
Most tech-driven companies have their marketing and product teams in separate silos. The differences between user acquisition and user experience are seen to be so vast that a virtual wall is put up between the teams. The big loser here is the brand itself. With neither design team responsible for maintaining and growing its strength, it risks being weakened and cheapened.
Our teams are integrated, to help address exactly this problem. Digital designers are challenged to move away from classic ‘product’ thinking, into more emotive, conceptual territory. And brand designers are pushed to think about tangible and deployable outcomes, not just idealistic representations of the finished work.
An effective brand system gives you tools to communicate your service and values. The most obvious place to do that is your website. By focusing on predominantly digital experiences, we make your businesses offer understandable and compelling to your audience.
Brands with purpose
One of the issues we hear from clients is that they’ve struggled to implement their previous brand work effectively. Traditionally, brand deliveries are abstract. They lay down high-level visions, but are rarely tangible and deployable across the many platforms modern organisations need to use.
Our approach to this is deliberately different. We test strategic thinking from the start, to see how and where we can deliver on it through the experience. So even the earliest design concept boards will feature ‘real-life’ components or website pages.