IDENTITY PROFILE

Identity profile is effectively a map of the best possible future for the client based on their own innate qualities. It suggests their greater purpose, their core strengths, main characteristics, and basic symbols. The Identity Profile is used to align client’s goals, strategy and behaviour, and thus make them more consistent, focused and effective. By laying out the nature of the place, organisation or nation, Identity Profile is applied as a strategic and policy tool. One specific application is as a foundation for branding programmes.


 

ARCHETYPAL QUALITY

Based on Carl Jung’s concept of the collective unconscious, archetypal quality is the trait common to all people belonging to a particular group. Archetype is the key to understanding the values and motivations of the client. Hence, definition of archetype require surgical precision. We use classical archetype typologies as a guide only, and define and interpret the archetypal quality of each client individually.  

CORE IDEA

Derived from the idea of archetypal quality, the core idea expresses, in a concise manner, the philosophy and the aspirations of the client.expresses, in a concise manner, the philosophy and the aspirations of the client. expresses, in a concise manner, the philosophy and the aspirations of the client.expresses, in a concise manner, the philosophy and the aspirations of the client.

 

BRAND IMAGE MODEL

The model constructs the image of the client with its potential fully realised. It is a tool for both strategy and communication: it shows the goal to be achieved, as well as the messages for target audiences. 

SYMBOLS

Visual identity and visual style: graphic symbol, logo, other core graphic elements of visual style, typefaces, colours, rules of usage; style for illustration, photography, and infographics; Visual style guidelines — brandbook.

 

 

BRAND EXPERIENCE

 Identity experience brings identity profile to live. It creates the look, sound, feel, taste, smell of the identity for the client in their ideal form, transforms their environment and their behavior towards being their best possible selves.


 

PRE-PRODUCTION

Brand materials and applications: graphic design for print media; digital design; souvenir design; large scale, exhibition, transport, packaging design.

TASTE 

Philosophy, main cooking techniques, and core products and their combinations, characteristic of the client identity of the client identity.

 

ENVIRONMENTS

Textures, shapes, materials, proportions, colours, feel and smell, choice of decorations, equipment, machinery, uniforms and all other relevant attributes.

 

VERBAL SYMBOLS

Slogans, strap lines.

FRAGRANCE

Perfume, air fresheners, scented candles and sticks for offices and public spaces.

BEHAVIOUR

Guidelines and trainings for verbal and non-verbal communication, public appearances, media engagement.