Graphic design should not be an afterthought or developed simply based on what "looks nice."
Good design is only truly effective if it's created with a clear understanding of an organization's goals, audience, and unique selling proposition.
Rely on the power of the creative brief. This essential tool outlines the scope and parameters of a project and helps define client expectations. Tactical and goal-oriented questions yield information that pinpoints business objectives and vision as they relate to the design project. They can also help to define exactly what sets your company apart from the competition...your unique selling proposition.
This information serves as the bedrock to successful concept development and strategically created projects that set your company, organization, or agency apart in a meaningful and distinctive way.
Research and a detailed creative brief drove a successful brand alignment at the US Environmental Protection Agency (EPA).
To establish the business case for a project inspired at the grass-roots level, the EPA's Office of Research and Development conducted nearly 350 interviews with scientists, managers, and staff prior to the kick-off of the visual identity project.
At the beginning of this project, JDG performed a communication audit and one-day workshop and focus group with the project Advisory Board comprised of scientists, senior managers, and communication staff representing both ORD and other offices throughout the EPA.
This audit and workshop fed the creative brief for this project. To collect additional real-time feedback and to present status updates, the team held small group feedback sessions and video conferences with key agency stakeholders throughout the process.
Research ensured that ORD and JDG charted the appropriate course and guaranteed a successful implementation and adoption. It yielded insights on current communications vehicles, organizational perceptions, and new potential products.
The increased adoption, cost savings, and strong identity development is helping ORD and EPA build a voice for environmental science that is resonating in the U.S. and worldwide.
The 52-page visual identity guidelines was recognized with a 2007 M Award from the D.C. Chapter of the American Marketing Association and two Silver Inkwell Awards from the International Association of Business Communicators.
