Building a brand or visual identity is one of the most intimate tasks we take on as creatives. We are the architects of the way consumers experience the organization visually, and the feelings they associate with it, even before they have a single tangible experience with the brand. It is a tremendous undertaking.
One of the most standard pieces of advice creatives encounter when approaching such a lofty task is to “think outside the box”. But what about clients who come to the table with their own box, filled with the often-dreaded parameters? What if you could only use Myriad, orange and lime green are must have colors, and the mission/vision statements are… less than optimal?!
Are these clients doomed to endure the disjointed hand they were dealt, or do they present a creative puzzle that’s just begging to be solved? Pull up a seat and let’s start finding those edge pieces.
Taking on a Boxed-Up Brand
Is taking on a brand with big parameters a creative nightmare or is it an unexpected playground? The notion that the way to a truly comprehensive brand identity is total creative freedom is a misnomer. Having clearly defined limitations can provide an opportunity to explore within those limitations and can result in more impactful and purposeful branding.
Finding Inspiration Between the Guardrails
Approaching a “boxed up brand” requires a little ingenuity, but with the right mindset and creative approach you can do anything.
- Unpack – Before you do a single sketch, you need to understand your client and their needs. Why are these parameters in place? What do they need from you, and how can you help them tell their story in the most effective way possible? Create a standard list of questions to begin with, but always be sure to approach your client with curiosity, and be prepared to “yes, and” your way to the solution.
- Stretch Your Creative Legs – Are you looking for inspiration to make all these things work together? Get out of your usual workspace and into an environment that makes your mind move.
- Jumpstart Your Problem-Solving Center – Give yourself an unusual task to get that problem solving center of your brain moving. Whether it’s drawing a mouse-t rex mash up or writing a statement pretending to be a Three Musketeers PR specialist, get some practice doing out of the ordinary creative tasks with firm guardrails to prepare to take on your “in the box” challenge.
- Leave No Stone Unturned – Never be afraid to entertain a bad idea. One unexplored shaky idea can act as a dam, holding up the solution. Get it all out, it’s alright. Failure is absolutely an option when it comes to the ideation phase. The best path to a comprehensive creative solution is through a well-worn sketch book.
- Make it Make Sense – Talk your solution through with someone outside the scope of the project. If you can successfully explain your idea quickly and simply to them, you may be on to something.
Blackberg in the Box
Navigating the complex needs of a boxed-up brand can be tricky but learning to work within a client’s parameters can open new avenues for creativity. Embracing a client’s box of needs can lead to compelling and purposeful visual identities that make a lasting impact.
If you are interested in learning about how to tap into Blackberg Group’s deep well of knowledge about branding within the box, our creative professionals are ready to help. Our team of designers and developers specialize in strategic brand building that not only meet our client’s needs but stand the test of time. Learn more about the creative studio services under our Communications service line here.
