The suggested approach for this project was following The double Diamond design thinking process including 6 different stages:
1. Research and visual audit.
Working on a research piece and visual audit where I learnt about the sector, our competitors, other Brands, how engage Elder customers better, accomplish the Brand attributes and improve Elder brand awareness.
2. Identify the problems with Elder Brand identity.
- Firstly, Elder Brand awareness was one of the lowest in the category at the beginning of the year.
- Secondly, there were some inconsistencies across channels.
- In addition, Elder old brand identity was not connected to the new Brand values.
- Finally, Elder old brand identity were not reflecting the Brand attributes.
3. Generate a range of ideas and put some possible solutions in place:
Creating a customer- centric design. Designing a Brand identity based on the wants, needs and challenges of Elder customers, which would engage and connect more with them.
Working in consistency across channels. By making Elder visual language consistent across channels, Elder audience would perceive the Brand as a strong and trustworthy.
Connecting the New Brand identity to the new Brand values.
Focusing in the Brand attributes.
4. Creative thinking. Working on 3 different creative concepts with all these different solutions in mind and creating a visual language connected to these concepts.
5. Collaboration with the Insights team. Conducting an external Visual Survey where we got some learnings from the audience’s responses. I included these learnings on the designs creating the final visual language which would be implemented.
6. Implementation across channels of the new Brand identity.
