Ask any designer what’s the hardest project they’ve ever worked on and they’ll probably answer “our logo” or “our website” (usually followed by “our company Christmas card” or “my wedding invitation”!). It’s understandable we’d want to show off our skills with personal projects, but, in our desire to be uber-creative we're tempted to skip the strategic journey we insist our clients take.
When it was time to reimagine Propella we decided to practice what we preach and evaluate everything we do, how we do it and why we do it. This page outlines our evolution and thinking about the process we use.
Better By Design
The traditional agency workflow is linear. Simplified, it operates like this; the client provides a brief, the strategist creates a strategy who then hands this to designers to get 'creative' with. The fruits of this labour is given back to the client.
Unfortunately this process isolates creativity with designers and strategy with strategists. It impedes 'feedback' and cross-pollination of ideas and it prevents the client from influencing the design that ultimately they have to believe in. And, if it's wrong, their neck may be on the line.
We like to do things a little differently at Propella and believe more effective work comes from genuine collaboration – a seamless fusion of client, strategist and designer. Together, we create strategically articulate design that solves challenges and grasps new opportunities. This is our process, it's what we produce and we call it Strategic Brand Design.
How We Work
We've clarified what we offer established organisations, nurturing direction, purpose and culture to help achieve client objectives and give them a serious competitive advantage. For startups we’ve made our business model flexible to help entrepreneurs realise their visionary ideas; from articulating their story and design, to creating the pitch for funding and successful launch strategies.
Evolving Our Equities
We love creating, identifying and managing brand equities. They make brands memorable and distinctive. They're valuable and fragile and should be treated with respect. Our spinning logo has always made people do a double-take (especially if they've had a couple of drinks!). Evolving the idea we redrew the typography and gave it a more purposeful spin and a stronger blue.
Our new website is far simpler to use and mobile friendly. The work we've done is now front and centre and easily accessible. We've added a blog, for brand views, news and our latest work. Please check out the website, we'd love to hear your thoughts on the changes we've made.
Get In Touch
Of course, there's far more to our creative process than can be adequately described here. If you'd like more information about our approach, our work, or how we can help you with Strategic Brand Design, please get in touch.