Brand Language Design

Today’s consumers demand constant progress. In terms of consumer products, this means that product functions, features, and design must constantly change. How can a brand message be effectively communicated in an environment that is saturated with hundreds of products that are constantly changing? My thesis outlines a methodology for answering this question.

My thesis proposes that a brand’s message can be communicated through the consistent use of “Visual Details”, and proposes a methodology for creating a framework for applying these “Visual Details”. My methodology places an emphasis on first understanding a brand’s overall message, and then creating a hierarchy of “Visual Details” by analyzing past and current products. This framework is then used to create visual product differentiation and a clear system for product positioning. By implementing my system, new product development and merchandising is streamlined with-in a corporation and consumer understanding of the brand is improved.

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