You see, when potential clients approach us for a logo and visual brand (the top of the pyramid), we send them a brand questionnaire. It contains questions about customers, competitors, the company’s USP, brand values and more.

Now sometimes a small business needs a logo and simple visual identity to get something out into the world before any customer research etc has begun. And that’s ok. But when an investment is being made into a whole visual brand (and it is an investment!) then it needs to be informed by those elements at the stages below in the pyramid. If there are gaps in the information that need filling in, we recommend experts in our network to complete the picture.

Hence the subtitle of our new blog series ‘Because design don’t mean a thing without…’

We’re interviewing people who are experts in situation, strategy, story and style, or elements thereof, to learn about what they do and why, and get their perspectives on how their roles fit in to the big picture.

Having kindly agreed that we could repurpose his model, Paul also accepted our invitation to be our first interviewee. You can read our chat about strategy here. So, a huge thank you to Paul, and we hope you enjoy this series!