Define Design
It’s in the word - not a signature on a piece of paper, de-sign is about removing your personal signature, replacing it with predetermined communication and function. This initial step of predetermining is called Design-Strategy
Energy, Attention and balance. Well executed design ensures lower marketing spend. A generic design without any attributes of grabbing attention relies on marketing resources. The answer isn’t about shouting, a temporary attention spike = brun rate high. It’s about choosing a language. This second step of deliberately choosing a language is what we call the process of setting the Design-Language
Persistent coherence grabs attention effectively and equals burn rate low. This third step is called Design-Management and is the process of using the design-language fluently over time. Now nondependent on any particular designer with his or her style, we have achieved a simple 3-step system to work in tandem with the goals of your company.
This isn’t to erase any personal input or quirky detail, these attributes are often essential and embedded in the Design-Language. Think of brand consistency as a balance-sheet asset rather than an ongoing aesthetic vote. When design language is managed as functional infrastructure, altering it on a whim is recognized for what it truly is: spending company capital to satisfy personal preference.
