The creation of a strong conceptual framework around a project is a critical but oft overlooked part of the design process. But how often does the client’s brand identify create a narrative that impacts more than just the color palette and signage of a project? Through a series of strategic steps, designers can learn to step back from traditional models of conceptual design to dissect a client’s true purpose and how their mission is best expressed through the project’s architecture. Expressing a brand’s core identity is more effective when origin stories and key brand concepts are fused with the architectural schematic design of a space. Through the exploration of several case studies, our panel will explain the importance and process of integrating a client’s brand identity with the architectural and interior design of a project.
Learning Objectives:
Differentiate between traditional conceptual design methods and brand narrative design methods.
Recognize how the process helps boost marketability for the client and creates a more cohesive marketing strategy.
Gain working knowledge on how to incorporate brand narrative practices into their design process.
Identify the pros/cons and dos/don’ts on how to integrate the brand narrative process into their projects.
