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Brand X challenge, NCSU winners
….from my junior studio, two years ago (spring semester)
10 Questions to Ask Before Rebranding
Thinking about refreshing your brand identity? Perhaps a competitor just went live with a new marketing campaign that inspired a “why didn’t we think of that?” revelation and you’re feeling inspired to shake things up.
Taking bold actions with your brand can yield great reward but can potentially do more harm than good when executed without careful consideration. Having your informational ducks in a row in order to capitalize on an opportunity or solve a problem will help to ensure your rebrand yields tangible results that propel your business forward.
We recommend clients consider the following questions before diving into a rebranding project:
1. Why are we considering a rebrand?
There are a number of reasons to revamp your brand, from adjusting the message you communicate to seizing on new opportunities in your industry. Pinpointing your exact purpose allows you to define a project scope to make sure you’re not asking for too much or too little from your agency.
2. What problem are we attempting to solve?
Ideally, the answer to question #1 is that you are attempting to solve a problem (even if that problem is that you could be doing even better than you already are). Identifying your problem will allow you to create a real objective that a branding agency can assess and use to offer possible paths forward. Rarely is a new logo a ‘solution’ to an actual problem unless that problem is “I don’t have a logo.”
3. Have our competitors made changes that are impacting our ability to grow and prosper?
Shifting consumer demands and new technology can open windows of opportunity to your competitors that can hit your brand like a punch to the gut. Are you prepared to meet the challenges of your industry or are you needing to shift your brand’s position and offerings in order to survive?
4. Why does our brand matter?
It’s easy to get lost in the day-to-day operations of your organization. Though you might have some ideas as to why your brand matters, you might also benefit from bringing in an agency who doesn’t see things through the rose-tinted lens of your specific industry. Together, you can define a purpose that resonates across your target audiences.
5. Have we figured out precisely who should care about our brand?
Understanding not only your target audience but your existing customers is key while re-envisioning your brand. The more customer and market data you’re able to bring to the table for your agency to review, the better equipped they’ll be to help solve your problem.
6. How has our ideal customer/client changed (if at all)?
It’s difficult to pinpoint your ideal customer before launching a brand. In time, it’s not uncommon to find that your customers are not quite who you thought they might be. Perhaps your current customers are ideal and you’re hoping to grow your reach with similar people? Maybe you’re inadvertently ‘in with the wrong’ crowd and needing to make a change in order to get on track?
7. Is our brand a leader in its market?
Industry leaders come in many forms, from the best restaurant in town to the world’s largest online retailer. If your brand is leading a market that you want it to, you might want to consider a more subtle evolution so as not to disrupt your status. If you’re not a leader and aiming to become one, it’s worth studying what the current leaders do effectively and how you can adapt their successes to your own brand.
8. How does our brand function internally?
Before committing to any serious overhaul, it’s important to understand how your brand functions within your company. If you produce marketing materials or ads in-house using specific style parameters, your agency partner should make an effort to understand the systems you’ve set up and to educate you on how they might evolve should you make any serious changes.
9. Are we prepared to fully invest in a rebrand?
Hiring an agency is only part of the cost of a rebrand. Are you prepared to invest in the time required for you or a designated employee to oversee this project? Do you have room in your budget to replace obsolete print materials? Will your new direction create a need to add staff or change production methods? Your agency should work with you early on to identify these potential expenses and steer the process in a direction that causes minimal cost surprises.
10. Have we formed a committee to manage the rebrand or are one or two people managing the project who are invested, available, and inspired?
Design by committee can not only fail to solve a problem but create even more problems in the process. Consider assigning a dedicated person (or VERY small team) to your rebrand project who is invested in the process and excited to help shape your future.
Designing better service experiences
service design_the gist
I don’t particularly like cartoons, as examples — but this one may satisfactorily get the gist of what service design is.
Make Believe, Repurpose, Barter/Exchange
Repurpose – Make Believe – Barter/Exchange
Julia, Marcie, Stephanie, Jevon, Jasmine
Food Drive
Clothing Collection
(Plato’s Closet, Habitat for Humanity)
Outdoor Storytelling event with VR/AR to visualize
Outdoor Storytelling event with smoke animals
Neighborhood Freecycle
DIY Workshops
Share your Compost Event
Community Art Shows
Art Sales
Tree Climbing Event
Repurpose Broomsticks
Video Games of Children’s Stories
Building of Free STuff
Rebrand Garbage (Reconceptualize garbage/waste, junkyards)
Escape Rooms – Alice in Wonderland
Teach Languages to resolve conflict
Collect Food Scraps Event
Schedule, DIY, Exchange/Barter
Trevor Berreth, Megan Bonner, Ashley Darrisaw, Kayla Watson, Allona Wilkerson
KILL MUSIC GENRES!!!!
Exchange program for workers/designers
Scheduling programs that organize conservation in to people’s daily life
DIY Conservation Kit
Public platform to organize. Curate content for social justice
Take supplies/ leave supplies
Curate resources for artists
Facetime Studio: studio for musicians to work remotely
Schedule for voter turn out
Connecting independent labels and artists
System to exchange beats, instruments vocals
Schedule that records things in passing because I suck at listening
DIY healthcare
Pot luck
Exchange program
Brainstorming
Samah H., Matthew R, Jack R, Christian B., Sarah S.
Search, Schedule, Customize, your choice
Hair cut scheduling
Car Oil Change + Uber
Personal trainer
Publishing book notification on interests
Funeral Scheduling App
General Interest Meetings
Mural Painting
Browsing a Flea market
Concert scheduling by spotify
edible tree locater
find best pet for your needs
carpooling with people on same schedule
family tree generator
personalized college online
mood clothing – change with wash, temp, etc
social cause matchmaker
search Facebook for twins
vacation house swapping
color run
dog adoption fair
freshman class scheduling event
period meet ups
werewolf meetups
easter egg hunt
design your own shoe event
where locals hang out on vacations
meals on wheels
life organization
tandem bike schedule
where is free time in scheduler
bounty hunting
flash mob scheduling
wedding crashing scheduling
roller coaster in library
planting vs building patio in backyard by EPA
lemonade stand to teach capitalism
schools choose who appears on the dollar bill
brand looks different per person
poster changes per environment
customized acceptance envelopes ncsu
über bus
grocery store food finding
grocery store best path finder
people decide covers for library
if you like… than you’ll like… for politics
logos change by country
AR glasses tester
subway personal scheduler
curated clothing
office party services
refurbish old chargers
battle of the marching bands
customizable skincare
everyone on earth jumps at the same time
organization for finding lost items
where is a song playing all over the world
IRL omegle
Brainstorming
Nicole, Kinzie, Eden, Anastasia
Wayfinding:
app that directs you based on landmarks (turn left at the Starbucks)
wayfinding for specific disabilities/needs in interior spaces
best route for specific needs
crowdsource vibe of a place (sensory and feeling)
sidewalk signage
AR directions
floorplan of similar spaces- if you know your way in one you will know your way in another
firefighter app to find people in building
wayfinding in building
scan signs for translation
Search:
tags for items/animals in house
alarm for keyes
find car
crowdsource best things and where to find
niche groups of people
find events
shaded areas
parking
spaces with free wifi
finding gas stations
buy dog
find key words/ideas in notes and printed books
community hide and seek
track your kid
find friend
find your glasses
find specific alcohol at bars and reserve a glass
search for shortest restaurant wait time
search for less populated areas (beaches)
insta worthy points of interest
animal shelter search for animals
playdates
Integration:
sports tournament
table digital menu
digital coloring tables
interactive table
gamify sustainability through objects
Other:
app for personalized drinking limitations
app for clothing style norm in certain areas
app for cultural/social norms in areas
Wayfind, Customize, Make believe, DIY
Abigail H, Conor L, Sydney C., Nick H., Allison U.
-Open platform for movie-making
-Rebranding the prison system
-Wayfinding for food
-Livestreams of animals/Virtual zoos
-Uber for planes
-Etsy for costume-making
-Way to be lost on purpose
-Uber for laundry
-Youtube for woodworking
-D&D for non-creatives
-Cat tshirts/Dog pants
-Custom digital zoo
-Sketching program for children
-Safari
-School curriculum for space aliens
-Custom roleplaying website
-Custom Costume platform
-Customizable school curriculum
-Wayfinding for people affected by natural disasters
GD301_Branding, Interaction, Service Design 