We believe that great design can have a direct positive effect on our client's business results. Our team crafts effective solutions with an impeccable aesthetic - solutions that are compelling to the end consumer and produce tangible results. We believe that's what great design is all about.
Immersion leads to enlightenment.
To craft a successful design solution, we need a clear understanding of our client, the market, and the specific business problem.
- Is the goal to increase market share?
- Increase sales?
- Respond to new competition?
- Launch a new brand?
- Reposition an existing brand?
Robust research reveals new insights that allow us to challenge assumptions. At Chase Design Group, we create research programs that are customized for each client. Although the research needs of each project vary, most include some of the pieces listed below:
Once we understand the problem, research gives us the data needed to build a strong strategy to solve it, clarifying the desired audience, the current and future positioning of the brand, and the opportunities in the competitive landscape.
we use a variety of tools to visualize information and support a strong brand strategy. We analyze the research and demographic data, challenge assumptions, raise important questions, and draw conclusions.
Visualizing data helps provide answers to these questions and clarify a strong direction for the brand. The final strategy will guide and validate all our design solutions.
Unlike standard demographic data, psychographic mapping helps us understand the lives, loves and idiosyncracies of our consumers. This tool helps us map the consumer's world, the competitive landscape, and behavioral cues that will help us craft a successful strategy. Based on research, we can populate the map in a variety of ways, using aspirational identities to define our consumer's world.
Most of us are certain that we make rational decisions based on what we think, but experience has shown that we actually make decisions based on emotion and intuition, what we feel. Developing emotional targets as part of our brand strategy helps us focus on how we want the consumers to feel about the brand. Defining the feeling informs the visual look, tone and feel for the design.
As much as we like our own personal tastes and opinions, they are often irrelevant. We are rarely the end consumers of our work. Since the end consumer's opinion will determine the success or failure of any brand or product it's important for us to understand them.
A persona is a composite person based on real data who helps us clarify the brand position. Identifying our consumer as a persona helps us to design for someone we can get to "know" as if they were a good friend, not a column of data.
Brand updates often start with logo deconstruction as a way to assess the existing equity as well as the visual and emotional ingredients of a brand. For Starbucks we deconstructed their core green, circular logo to determine which elements carried the most equity and which could be changed or eliminated to simplify communication.
We've defined our consumer's aspiration. We know who they are. We know what we want them to feel. But what images, color, typography and shape will evoke that feeling? We search for the perfect fusion of ideas, words and images - using moodboards and brand equity assessments to develop a visual language that will resonate with our consumer.
Brand vision boards serve a variety of functions from helping reach consensus on visual vocabulary with our clients to creating visual testing formats for consumers. Brand vision boards are a way to visualize concepts and help us understand the semiotics of a brand before the design process starts.
Through review and discussion of these vision boards, we work together with our clients to to reach consensus on a winning concept for development. Our final creative direction contains the guiding principles that will be found in every design deliverable.