Articles

Maslow’s hierarchy of needs & vegan branding

Welcome to a deep dive into brand theory and plant-based branding. This is the first of a four part exploration of Maslow’s hierarchy of needs and positioning vegan brands. Branding depends on so many interlocking variables that it’s hard to know where to start. One of those variables needs to fall into place in order … Continue reading Maslow’s hierarchy of needs & vegan branding

Do you really need a brief?

Of course you do. But you need more of a brief than you likely think. A designer who’s been around the block a few times knows that working without design constraints is a recipe for disaster. Projects creep beyond scope as revisions pile up, clients and designers misread each other’s intentions. Projects starts to feel … Continue reading Do you really need a brief?

Why should strategy be external?

You can’t read the label from inside the bottle. – Melinda Livsey. (Or Marty Neumeier?) Designers need constrains. Clients need strategy. Designers should help clients create constraints out of strategy. That’s the gist of the last post. Now you’re all caught up. Why should a business get a designer to create his or her own brief? … Continue reading Why should strategy be external?