Developing a Brand
The journey of developing or reinventing a brand involves a series of systematic processes aimed at understanding the brand’s essence and addressing any shortcomings. Organizations often seek the expertise of brand consultants to navigate this complex process, especially when in-house knowledge may be lacking. The initial stage involves comprehensive research and analysis, assessing the organization’s existing position in terms of retail space, product offerings, and facilities. A critical part of this analysis includes examining main competitors to define the brand’s place in the market. The insights gained during this phase inform the development of the brand and establish a core idea that serves as the foundation for the entire organization.
In the next stage, graphic designers come into play, interpreting the meanings behind the core ideas and exploring the brand’s visual identity. This collaboration often begins with the creation of graphic mood and lifestyle boards, serving as a starting point for establishing the brand’s visual aesthetic. Once the visual direction is agreed upon, a cohesive style emerges that harmonizes graphic and interior design elements. This may involve creating a new name or logo or refining an existing one. The graphic design phase includes making pivotal decisions about how the brand will be presented in advertising and marketing materials.
Following the design approval, brand guidelines are compiled into a manual by the graphic designer. This essential document provides direction for all contractors involved in advertising and signage, ensuring consistency throughout the implementation stage. The guidelines encompass logo specifications, color palettes, typography, imagery, and examples of various communication tools, including signage and stationery. Moreover, this manual also influences the graphic quality and finishes of the interior spaces, further reinforcing the brand identity.
Branding the Interior
Picture a blank canvas—a building with neutral walls, floors, and ceilings. To develop an interior concept, designers must delve into the brand’s identity, considering its associated colors, patterns, logos, sounds, and scents. Understanding the target demographic is crucial. This includes analyzing the lifestyle of potential customers: What car do they drive? Where do they reside? What is their income level? Most importantly, what do they expect from the retail experience? These inquiries lay the groundwork for a concept that underpins the interior design scheme, a process known as ‘brandscaping.’
Developing an Interior Concept
The interior design scheme draws inspiration from graphic guidelines while aligning with the aspirations of the end-user and analyzing competition. Visual research or mood boards—composed of images and photographs that reflect the design team’s thought process—illustrate these ideas, focused on interior elements rather than graphic design. Key features of this research are distilled into ‘stories,’ leading to clear concepts for the interior design scheme and its graphic identity.
Once these ideas are solidified, they are translated into a ‘mock’ interior space using visual storyboards. These storyboards may include adjacency and circulation plans, animated sketches, and material samples. It is common for multiple concepts to be developed and presented to the client, who collaborates with the designer to refine these ideas into a cohesive final design. This iterative process builds through client meetings until a conclusive set of drawings and a comprehensive design manual is produced.
Rolling Out a Scheme
Once the design concept is finalized, a program begins to ‘roll out’ the new interior across the client’s existing or new locations. This process involves reproducing the agreed-upon design in various sites. To ensure consistency, the design manual must detail all elements, outlining how to adapt the scheme for different types of sites. This includes various layouts and elevations, detailed drawings for fixtures and fittings, and specifications for finishes and lighting.
In some cases, the designer’s role concludes at this stage, handing over the information to the client, who then hires contractors to implement the design across multiple locations. In other scenarios, the designer collaborates with the client and contractors to prepare specific drawing packages for each site, using the manual as a guide to maintain consistency. This may require interaction with local planning authorities and conducting site visits at different project phases to oversee the design implementation, fix any issues, and finalize details before handing over the completed project.
Building the Interior
The development of a branded interior is typically divided into distinct areas for each site. Analysis reveals that approximately 70% of the client’s budget is allocated to the architecture of the building. This includes essential repairs or structural modifications, electrical work, and foundational elements such as flooring, ceilings, and lighting. These architectural components are crucial for the interior’s longevity, often lasting up to 20 years, making them a valuable investment for the client.
In contrast, fixtures and fittings, which are vital for product display and store functionality, account for about 20% of the budget, with a lifespan of around six years. While important, these elements may not always be immediately noticeable to customers. Finally, the remaining 10% of the budget is dedicated to branded elements, including graphic communications, finishes, and ambient factors like music or scent. These are the final touches that dress the space and communicate the brand’s lifestyle, often refreshed to reflect current trends and messaging.
In summary, the retail store is a dynamic entity, constantly undergoing reinvention to maintain its relevance and appeal in a competitive market.
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