A curation of thinking that inspires my process, methods and output. Spanning core themes of my work including Brand Strategy, Creative direction, Brand Driven Innovation, UX, Design Thinking and Visual Design. 
Thoughts on the brand design process.
The conventional way of designing brand identity is constantly challenged by the rapidly changing cultural and technological climate which brands live in today. As a designer focused on brand design I have long been fascinated by the way in which we consume products and services based on the values they represent and how we use these branded products and services to build and project our own values, beliefs, desires, and projections of self. I believe design and especially the visual and sensorial aspect of design is one of the most vital components in creating experiences that do this job well.

Brands today are no longer just compilations of visual and verbal symbols injected into product shape and style that are packaged and advertised with intriguing messages through mass media. Contemporary brands come alive through their actions, interactions and reactions with the culture in which they operate in. They encompass digital services and service networks that build complex user experience journeys within a multitude of brand touch-points which affect brand meanings. These changes require increasing sensibility by designers from different disciplines towards both functional and emotional attributes but also more increasingly the cultural attributes that build desirable brands. The latter, cultural aspects of branding and design have been under research for some time from different disciplines such as innovation management, marketing and design but in the practice of brand identity design structured processes for how to conduct commercial projects with a cultural point of view has gotten less attention. 
Without sensibility towards the cultural resonance of brand experiences, brands run the risk of serious losses in conventional brand success metrics such as brand engagement, affinity and ultimately brand equity. This multilayered environment that brands now operate in, require better tools for designers to conduct adequate brand identity design that combine foresight, sensibility and vision towards the constantly shifting cultural realm of brands. 
In my work I've been experimenting with different kinds of frameworks and ways of working that aim to shape more cultural relevance into brand identity. These range from Strategic conceptual thinking tools, forecasting and mapping social disruptions, historical research into industries and brand categories to unearth opportunities, workshopping with brands and consumers to gain insights into lifestyles and visual research of brand sectors to identify status-quos that help in identifying differentiation. Each project is different and requires a different set of research and tools, that is what makes designing for brands so exciting. I have yet to create the perfect recipe for this design process, and I don't think there ever will be one. Nevertheless I think the work that I do and wish to do in the future will always be grounded in this way of thinking. 

This is a text adjusted and summarised from my Master's thesis ''Form follows culture (2018)'' which I recently re-revisited. In the thesis I open up more about the topic of brand design driven by the pursuit of creating cultural-value. Let me know if you'd like to know more about the topic.

Best /R
Good thinking (Aka. videos worth watching)

Leland Maschmayer, Chief Creative Officer at Chobani giving a thought-provoking talk about branding as the practice of contemporary myth-making.

Canadian Anthropologist Grant McCracken talks about, one of my favorite topics:  
the importance of paying attention to shifts in culture when designing brands.

Through real life case examples and figures relating to extensive returns on investment, Anja Klüver, Experience /creative director, co-founder of Prospect shares the business case for digital design systems for brands hoping to scale.

Eric Hu, former design director of SSENSE  talking about the design revamp of their ecommerce. The typographic excellence stands out as it combines amazing design craft with 
a strong systematic approach on how to implement and scale a visual identity.