Cutler+Goddard works with young businesses to define, design and deliver their brand. Here's how it all works.
Since setting up Cutler+Goddard, we’ve aimed to guide businesses through creative breakthroughs.
Breakthroughs are exciting. But they can also feel daunting. How do you judge what’s right or wrong? What if you can’t agree? What if you go too far? Or not far enough.
We’ve guided plenty of businesses, big and small, through transformation. We’ve also managed the process as consultants and as clients, so we follow a tried and tested approach.
We think of the process in three parts: (1) defining the direction, (2) designing the identity and (3) delivering impact. In other words, spotting the opportunity, executing it and capitalising on it.
First, we define the direction. The best brands have a clear and compelling idea at their heart. For example, Samsung Galaxy gives people the freedom to invent; Connectr is for businesses where people belong. The positioning tells the world why you exist and what you stand for.
This is the most intensely collaborative part of the project where we interview leaders, conduct research, understand the competitive landscape and distill the findings. We present you with a choice between two alternative positioning routes and help you decide which is right for your business. Then we craft your brand narrative.
Second, we design the brand identity. This is where we explore what the idea will look like, how it will sound and how it will behave in your marketing. It includes your logo, colour palette, typography, iconography, photography style and tone of voice.
As in the definition phase, we give you a choice between different design routes and weigh up the pros and cons of each before making a final decision. Then we develop the design into your full brand identity, codified in a set of guidelines to create clarity and consistency.
Finally, we deliver impact. The brand is brought to life in the real world for your customers to experience first-hand. Your website, social media and other high-impact marketing channels are redesigned with the help of our creative collective of digital designers, writers and developers.
We build the team around your brief to deliver the brand as we originally conceived.
Here's a more detailed breakdown of what we do:
Research & insights / Brand strategy / Brand positioning / Narrative and messaging / Brand naming / Brand architecture
Visual identity / Verbal identity / Website design / UX & UI design / Brand guidelines
Brand films and animation / Photography & art direction / Digital ad campaigns / Social media toolkits / Copywriting and content / Presentation templates / Print and brand collateral