core & Positioning
The Core is like the DNA of your brand, a sort of blueprint for all representation, expression, and engagement. A strong core unequivocally defines your values, mission, vision, and purpose, guiding teams to make decisions in line with your brand while ensuring a trustworthy and consistent image for consumers.
core & Positioning overview
Together, the elements of the brand core form the DNA of your brand
Often a client (such as Delta) has an incredibly strong brand but requires a little help translating it into a new offering
VISION
An inspiring idea that propels a project forward
A good vision should clearly identify what will set a brand apart and inspire people to bring it to life
A vision must focus on the desired action—if you need to leave something in the past, hint at it between the lines