In an era where designers sometimes devote years to client research and talk enthusiastically about “distilling the core values” of their brand, is it possible to design an effective brand identity before a client even enters the picture?
As designers, we naturally see solutions to problems and opportunities we can’t help but notice in the market. We instinctually know how [concepts] should be launched, how they should look, how they should work and who their target audience should be.