20 Questions Critical to Brand Strategy

A great brand strategy has the ability to humanize a brand enough that it becomes as familiar and lovable as a friend. Their values resonate with your values and you...

Thoughts on the HBO → Max Rebrand

  HBO rebranded to Max as part of their larger strategy to expand the company's appeal and reach. The rebranded name, ‘Max’, was chosen to be more inclusive and accessible...

How Do You Design an Iconic Logo?

  Waxing lyrical about all things logo, a study of some of the most iconic logos in the world. As a branding agency, our process involves asking questions, listening and...

Tesla's Next Moves—Campaign Asia

Adam talks to Campaign Asia about the challenge Tesla faces in 2023. "Like Elon Musk, Tesla is unique. Unlike normal automotive corporations, Tesla does not chase market share or shareholder...

What Japan's Flags Teach us About Branding

Japan's bureaucratic administration has three levels; national, prefectural and municipal. There are 47 prefectures each with its own flag. Japan's prefecture flags can teach us a great deal about branding...

Introducing—Brand Strategy 101

  I am thrilled to announce the launch of Brand Strategy 101, a new resource where we deep dive into our brand strategy approach. Through 7 chapters we take you through...

Hey BrandCraft, what's your design process?

  I am glad you asked! Because of the different kinds of projects we work on, our design process differs quite a bit. However, we can reduce our process into...

Patagonia Just Rewrote Brand Strategy Standards

Never has there been a brand so true to its core values as Patagonia. World — let's take note. Image by David Bole via. Unsplash In a corporate world governed...

Branding in 2022

  Part of being human is that we’re wired to be dissatisfied. It is this dissatisfaction that evolved the human race into our global technological cultures. Traditional marketing is designed...

HSBC's Time of Flux—Campaign Asia

The Brand-Compound Effect

  Is your company creating a memorable enough experience, for your customers to build enough positive equity in your brand, in order to return? Many successful companies have terrible logos....

Introducing Tools

  We’re thrilled to announce that we’ve launched BrandWerks, our brand strategy educational resource that aims to teach designers and strategists how to use brand strategy. Following a critical and...

Principles of Branding

  Branding is the practice of defining an organisation’s visual behaviour.   To look outward with clarity, brands must first find clarity inwards.   Brands are built through the branding-compound...

Importance of values

  A brand’s core values must be discovered in order to create and communicate a compelling brand. During the brand strategy process we uncover core values. To look outward with...

Branding Toolkit—Brand Launch

  When launching the new/ updated brand, there should be a focus on consistency. "Value and consistency create identity." JONY IVE   A long term view to brand growth is...

Branding Toolkit—Visual Identity

  The visual identity process involves four key stages:— Ideation— Visualisation— Presentation & revision— Handover Following the brand strategy phase where we built-out and digested our design brief, we can...

Branding Toolkit—Brand Strategy

  Brand strategy is an important stage of any scale of branding project. In order to correctly position, and therefore create a brand, we need to understand as much as...

Branding Toolkit—Overview

  The first post in the series is a brief overview of the three core phases of a branding or rebranding project.   "A brand is a person's gut feeling...

Benefits of Rebranding

  Rebranding is often an organisations first haircut. A successful rebrand will improve your business in three ways: 1. Protect, and increase your brand equity and market share2. Increased brand...

Great Brands are Built to Last

  The practice of branding design is more akin to architecture than to fashion or graphic design.As brand designers, the value of our work is not immediately obvious and nor...

Today was Designed Yesterday

  A brand is a person’s gut feeling about a product, service or organisation — Marty Neumeier A brand is an individual's subjective feeling of everything that surrounds an organisation. A ‘brand’...

How to Leverage Differentiation

  As BrandCraft develops as a branding studio, we continually look to evolve our process, to improve our practice, service and output. Rebranding projects make up a large part of...

What is Brand Equity?

  Simply put, it’s the difference between Tesco’s Cola and Coca Cola. Brand equity is the most valuable part of any brand. Brand equity is the intrinsic value of the...

How to Design a Logo

  It has been a while since my last blog post about our design process, I thought it was about time to check in, consider and update. Although this time,...

Importance of Studio Projects

"You can find inspiration in everything. If you can’t, then you’re not looking properly." Paul Smith   For a designer who is so renowned for playing with contrasts, Paul Smith...

Process is King

  The whole is greater than the sum of its parts. The execution follows the process, thus the process is King. I am obsessed with our design process, out of...

Hong Kong Identities — HSBC Logo

  HSBC is one of the most famously recognisable brands in the world. HSBC was founded by Scot, Thomas Sutherland after profiting from the shipping trade. The original logo symbolised...

Hong Kong Identities — MTR Logo

  The MTR railway system in Hong Kong opened in 1979 and is now one of the most successful railway systems in the world. This is a short discussion with...

Brand Landcape of Hong Kong

  With a turbulent political history and an uncertain future, Hong-Kong is a city like no other. We wanted to create a series of illustrations that captures and celebrates the...