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Published: 23 June 2014 On a recent trip to the  USA, and a visit to three cities, Orlando, New York and Las Vegas, all of which were vast and amazing, even though I was bombarded with visual and text based information there was one thing that struck me, in the surrounding scenery and airports, amongst the multitude of images and advertising that surrounded me, there was a severe lack of valuable information and signs such as directions to subways and toilets.

On arriving at the airport in Orlando, I was presented with a perfect image of perfume and a sleek photo shopped image of a woman draped across it, however it was extremely hard to locate the check-in or even the rest-rooms, again in New York, a complete lack of information and signage to subways or museum attractions.

Upon arrival at these airports I started to remember Baudrillard’s theories on hyper reality, it dawned on me, could you get more hyper real than being told the latest famous brand of perfume, but still not any signifier of what direction of the check-in and the bag drop are.

We live in a world where there is more and more information, and less and less meaning.” - Jean Baudrillard, Simulacra and Simulation

Design therefore matters, how we move around the city as well as in the virtual  and non-virtual world. 
In order that the work that we do for a client retains all integrity, it is vital that everything that we do has a story and creative strategy behind it . We can link this to websites, creative posters, brand strategy and social media strategy, as clients expect more and demand the highest quality we need to integrate all brand values within the strategy and the direction of the creative.

How well a brand communicates is through a well thought out strategy and a thorough process, the most important part of the brand or website is not what you actually see but the thought process behind it, once the thought, research and process has been finalized, the communication that will be produced, will be integral to the creative and business purpose of the project.  

Every aspect of the brand should communicate, we are not just speaking about a logo, but everything that holds the brand as a whole, from the email signature to the website, the business card to the brochure and to the next marketing campaign.  Its not enough to have just a pretty picture, behind the picture needs to be a sign and a meaning, a strategy that takes the brand beyond just the creative look, with this in mind the brand is no longer lost or trying to find a meaning, the meaning is formed by all methods of communication as Jeff Bezos Founder of Amazon says:

“Your brand is what people say about you when you’re not in the room” - Jeff Bezos, Founder of Amazon

Design has the gift to motivate, inspire and communicate, treating design with a strategy and storytelling puts emotions and experiences in the consumer’s hands therefore giving the consumer meaning and fulfillment in what they see.

It is therefore important to make sure that in the communication of a brand no meaning is lost, and that the end result has clear strategy and content behind the direction of the design, with that in mind the communication of the design will be sign posted all the way.

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