Ddesign of Branding (Brand Design) is perhaps the most difficult topic for a designer. It does not only refer to product or interiors. The starting point is a defined strategy from which to build a solid and long lasting Brand. The market has profoundly changed in recent years. Consumer clusters have become extremely fragmented during this time, looking for new values. The design has to respond to the problem identified at the beginning of the route.
The quality of the project relies on a summary document, that must explain the evolution of the Brand based on the strategy. The Visual Brand Driver is an useful tool for this purpose. This is to avoid that the project is based on subjective and self-referential feelings, that could affect the brand itself.

The market has profoundly changed in recent years. Consumer clusters have become extremely fragmented during this time, looking for new values.