Expressing a brand in three dimensions

Expressing a brand in three dimensionsby Jens-Ole Kracht

Creating and managing brand valueTM

Expressing a brand in three dimensions | by Jens-Ole Kracht Interbrand | Pg. 2

Expressing a brandin three dimensions

by Jens-Ole Kracht

Can a detail as mundane as the choice of building materials tell us something about a brand? It might sound absurd at first, but let’s take a bank, for example. An interior made of light-colored birchwood makes a bright, friendly impression. It’s a style we associ-ate with Scandinavia or the Netherlands. It connotes a friendly, conversational approach. The impression imparted by dark wood tones like wenge or ebony is very different. They are perceived as solemn and earnest, and lead us to expect to be addressed with the polite formality afforded customers of powerful financial institutions like Deutsche Bank or UBS, where people wear suits and ties. So even the kind of wood used can influence the

way a brand is perceived. In the spatial dimension, branding involves much more than hanging up a logo or applying a coat of paint in the corporate color. When properly designed, spaces can merge many individual stimuli into a synaesthetic over all impression of the brand. Ideally they en able people to sense and expe-rience the brand’s vision, strategy and positio ning. To achieve this goal, all aspects of three-dimensional (3D) design must play a role. Design elements such as color, typography, materials and 3D shapes must interact harmoniously. The result is a mental impression of the brand – be it a trade fair exhibit, a retail store or the interior design of a company location. A precisely designed environment is the

best way to create spaces that skillfully present the brand in all its facets, there-by deepening the trust people place in the company. Expressed in 3D, the brand personality takes on a more tangible, sen-suous quality. People can grasp and feel it.

How do we choose the right materials, colors, shapes and ambience? Interbrand has developed a way to bring architectural spaces to life and imbue them with a consistent, 3D brand identity. It has proven to be an efficient and very suc-cessful instrument for creating holistic brand experiences. Because each project – like each brand – is unique, we use a customized approach rather than a stan-dardized process. Our solutions are tailor-

Wording concepts relevant to the design Material samples to choose fromBasic-Character-Tool for determining the essential characteristics of the room

“Expressed in three dimensions, the brand personality takes on a more tangible,

sensuous quality. People can grasp and feel it.”


made to meet the needs and requirements of our clients. First we analyze the task and sharpen the focus by clarifying the require-ments with the help of existing documen-tation and comprehensive research.

The foundation is laid in a 3D workshop During a special workshop, the material and spatial connotations of the brand and concrete visualizations of the brand positi-oning and brand experience are developed on the basis of the existing corporate iden-tity and positioning, with special atten-tion to an overall idea that sets the brand apart from the competition. We collabo-rate with the client to set the essential parameters and lay the foundation for the future design. The workshop also helps the client understand the principles that determine how the brand will be perceived in the 3D environment.

Interbrand initially creates a 3D matrix that represents the aspects that influence brand perception in spatial environments – form, function, construction, material, color and light are interpreted on the basis of the brand values. Attributes such as value-creating, integrating, agile are alig-ned with aspects relevant to design, e.g. self-supporting, transparent, dynamic. The 3D matrix forms the basis for the work-shop and the subsequent work steps.

The client workshop itself 1 We generally begin the workshop with a session on “architectural archetypes”. The primary objective is to define the basic character of the space to be designed. What should it symbolize, and what level of quality should it exhibit? The partici-pants divide up into small groups and use images to plot opposites such as private and public or shelter and representation on a graph and apply it to the planned 3D application.

2 In a second step, we select three or four attributes from a pool of characteristics

capable of being expressed in 3D design. This provides an appropriate introduction for participants who are usually more accustomed to working with words.

3 The “associative images” tool helps to pin down the desired atmosphere and ambi-ence. From a picture pool of various interi-ors, participants select those that adequa-tely illustrate the brand. The discussion among participants is at least as important as the actual images selected. Participants’ contributions and comments are recorded and documented.

4 Aside from influencing the visual appea-rance of a room, the selection of prototy-pical materials also determines its haptic characteristics. Participants evaluate a pre-selected collection of materials to de-termine which best represent the charac-ter of the brand.

5 The abstract associative 3D shapes ran-ge form hard and angular to rounded and amorphous. They are used to describe the formal design principles for the objects and structural elements that will define the space.

Associative shapes for the design of the room

IBZ&Lfor Troika Dialog08TRK10020 February 2008Slide 5

Selection of the materials and colors

IBZ&Lfor Troika Dialog08TRK10020 February 2008Slide 21

Precise adjustment of the moodboard

Research and

Analysis

Step 1

YOUR BRAND

Concept Ideas

Step 3

Imple-mentation

Step 5

3DWorkshop

Step 2

DetailedConcepts

Step 4

Super-visionGuide-

lines

Step 6

YOUR 3D BRAND

WORLD

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BBYORRA

YYYOABR

aadys

adys

WWWWWW3

Wor3

WorWW

ceaceea

p

CCCCCet

Conet

ConCC

pa

pa

uvisGu

lin

uvis

un

vu


Basic idea Detailed concepts Detailed planning

During the workshop, each group creates a collage comprising the various elements it has selected and presents it to the others. On the basis of the information, impressions and results gained in the run-up to the workshop and the workshop itself, Interbrand composes a moodboard illustrating the final results. The mood-board serves as an intermediary between the brand itself and the design elements that express its personality. It represents a pact between Interbrand and the client, and all subsequent design steps will be evaluated on the basis of this work.

The rest of the process usually comprises four steps:

Concept ideas On the basis of the mood board, Inter-brand sketches out a central vision with several alternative design concepts for expressing the brand personality in three dimensions.

Detailed concepts In this phase, Interbrand further develops a selected design concept, defining it in detail with the help of renderings and scale drawings. What you see is what you get.

Detailed planning/Implementation Construction plans are developed and spe-cifications for the prototype are set out. Materials, colors and textures are decided upon. Interbrand assists in soliciting and

evaluating bids to ensure a smooth and efficient implementation process.

Supervision/Guidelines In this final step, we supervise and docu-ment the construction and roll-out of prototypes. This process is customized for the client’s brand and produces guidelines for future activities.

Exemplary moodboard

Expressing a brand in three dimensions | by Jens-Ole Kracht

Dipl.- Designer Jens-Ole Kracht Creative Director 3D

Jens-Ole Kracht is Creative Director 3D at Interbrand. In this position he brings strong brands to life three-dimensionally through a creative process. Jens-Ole Kracht joined Interbrand in 2006 as Creative Director and significantly shaped the appearance of many brands since. Jens-Ole Kracht studied Industrial-Design and Architecture at the University of Arts, Berlin and finished his degree with honor.

Contact: [email protected]

Documents

Expressing a brand in three dimensions