As product teams and agencies will testify, running a digital design project alongside a rebrand can be daunting. There’s always financial pressure. Usually time pressure. And sometimes that unique pressure of a stakeholder who takes an interest in the project at precisely the worst moment.
So what can you do? The last thing you want is a protracted waterfall process, where one project has to end before the other can begin. But running them together needs careful sequencing to avoid wasting time, effort and resources.
Which discipline leads the process? What happens when one workstream slips? And who makes decisions about the biggest concepts and smallest details?
Output found the answers while working closely with Cuckoo’s in-house design team. As a result they got a new brand identity, design system and digital platform, helping the founders achieve a sale within six weeks of relaunch. A pretty good ROI story for the CEO!
The learnings will help anyone delivering this type of project. So we talked through them with Tommy Toner, Cuckoo’s Co-Founder & Chief Experience Officer, and Johanna Drewe, Output’s Creative Director & Partner.
The first interview is about collaboration between the teams and the importance of sequencing the work. It’s been edited for length, but keeps a conversational format.