25 Dec Case Study: Visual Brand Language
A major global brand had created a new global brand positioning, and was seeking a visual language and design principles to consistently manage the visual equity of the brand around the globe.
Working with semioticians from the brand’s design partner, a set of over 150 images were carefully selected, which represent various elements of the brand’s positioning around the globe.
Through a multi-national consumer insight process, Kompas Strategy identified specific imagery which consistently conveyed the brand’s position across cultures. In addition, we uncovered the links of this imagery to cultural experiences and schema to assure that the meaning resonated in just the right way with consumers.
We also assisted the brand in launching the positioning and associated visual brand language. This company’s regional brand teams were concerned that consumers would only identify with the more functional elements of the positioning, and not the emotional and visual elements. Through the analysis of these images, Kompas found that consumers were already connecting the emotion and image attributes to the brand, something that traditional research in their regions had not been able to uncover.
As a result, the company’s design partner was extremely pleased with Kompas’s insight, stating that “This is really, really good! Best I have seen.” Kompas Strategy collaborated with the design partner in the final stages of developing successful visual brand language and design principles.