Learn about an organization from the inside out. Considerations include core values, aspirations, and culture. If a brand already exists, then consider how to bridge or incorporate legacy elements into a re-brand. Continuity is a critical component to maintaining brand recognition and trust.
Develop elemental concepts and visual elements which serve as the foundation for all subsequent decisions. This is the canonical “soul” of the brand and generally includes color, typography, voice, language, and aesthetic cadence.
In order to ensure brand cohesion, decisions made during Atom Building should be communicated throughout the organization in the form of a design system. The shape and scope of a design system is dependent on who will be using it, in which contexts, and how frequently it will be needed to iterate. Development and adherence to a proper design system is essential to cost-effective brand iteration.
After establishing a design system, iteration can begin. This is where the brand and end-user content will meet to create a final glorious product.