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THE JOURNAL designdough journal

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volume one

shaping brands

| constantly evolving

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edition number:

01

studio social

2017

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year:

/1000

win a brand

limited edition:


DESIGNDOUGH JOURNAL | VOLUME O1

01 C O N S T A N T LY E V O L V I N G Our brand values were painted onto our studio wall back in 2015, and oh how proud we were of them! They spoke volumes to clients that visited the studio, set a great example and were a constant reminder to us why we were doing what we were doing. …And then the other day, we painted over them.

03 SHAPING A DEFIANT BRAND Showcase: The Studio

09 REWRITING TRADITION Showcase: Meat and Greek

01.


02 WHAT THE HELL IS A BRAND ANY WAY?

13 STUDIO SOCIAL

Brand, in its simplest terms!

Connect with us!

11 SHAPING BRANDS In the early days of designdough, we designed many a logo, pretty business card and cohesive website based on what our clients’ wanted; what looked cool or gave a certain impression, but this isn’t BRANDING.

14 WIN A BRAND! Designdough’s brand labs

HELLO ! Don’t mind us, we just felt like printing our own newspaper – there’s something magical about newsprint, don’t you think? Whether you just noticed it because of the pretty colours, or you were genuinely intrigued about what was inside – thank you for picking up our very first journal. We see this as our chance to share our insights on design, brand and our industry with you and hope that you’ll join in the conversation. We love sharing our #studiolife through Instagram and Twitter, so as always, please feel free to # or @ us, we love hearing from you, we don’t bite and we’ve got a pool table (not braggin’ or nuffin’)!

@designdough


DESIGNDOUGH JOURNAL | VOLUME O1

Our brand values were painted onto our studio wall back in 2015, and oh how proud we were of them! They spoke volumes to clients that visited the studio, set a great example and were a constant reminder to us why we were doing what we were doing... ...and then the other day, we painted over them. See, at designdough, one of our

We felt the urge to be more

Sometimes, it’s crucial for the

they need to air an idea, we are the

mantras is ‘constantly evolve’, and

vocal with our opinions too,

growth of a business to just stop

eyes when they’re ready to visually

we’ve seen our evolution take many

hence this fine journal that you

what you’re doing. To stop being so

communicate their personality

different forms, from revamping

hold in your hands.

busy for a while and truly analyse

and we’re the supportive and

your current situation, what you

enthusiastic shoulder when it’s time for a culture shake up.

our studio to better match our current team ethos, to completely

We see one of the key parts of

want to change and where you really

overhauling our processes in order

our success being down to

want to go.

to provide the best we can for clients.

periodically evaluating how far

We had a mini evolution (almost an

we’ve come, and we encourage our

At designdough, we believe that

has finally given us the confidence

epiphany) recently that meant that

clients to do the same. It’s very easy

agility and evolution are vital to

to find our voice, speak up and

the way that we handled brand and

to get caught up in the day-to-day

successful business, and so we

get noticed. We can help you to

the branding process completely

and you end up getting disillusioned

extend the same way of thinking to

do the same, but in a fraction of

changed, and for the better.

as to how much you’ve achieved.

our clients. We are the ears when

that time.

03.

Eleven years on and our evolution


What the hell is a brand anyway? “BRAND ISN’T JUST A LOGO…” A go-to opening statement when people are asked to describe the concept of brand…

02

“YOUR BRAND IS YOUR STORY…”

01

Your story makes up a small part of your brand. It’s perhaps what has formed your brand, but certainly isn’t what your brand is.

If you see branding in this

The concept of ‘brand’ is, in some

We create brand strategies

terms, seeing that you,

sense then you can very quickly

ways, the design industry’s

that perform as part of your

the reader, are (most

start to build up a picture in

‘holy grail’. For years, people

team, a valuable employee.

likely) human.

your mind and therefore the

have discussed and mulled

If you invest enough time and

branding process becomes a

over what it is exactly, how it

care into your brand, it will

lot less daunting, and frankly,

manifests itself, how it works,

flourish, and do you know why?

more enjoyable.

how it doesn’t, and where the

Because, nowadays, the public

BRAND IS PERSONALITY!

bloody hell they can find the

are very savvy to being misled.

describe a person’s character.

Imagine that graphic design is

answers – the search is never

They know when they’re being

Just as within the first seven

clothing (i.e. a visual identity) -

ending. Brand as a concept is

sold a kipper. So when a brand

seconds of meeting someone

it’s how you dress that brand.

illusive and can often intimidate,

comes along with a voice,

you’ve usually formed an

Its voice is found in your brand

meaning that a lot of people

a purpose, a point of view and

opinion of them based on their

story and therefore becomes

spend very little time honing

an aesthetic they enjoy, the

appearance, the exact same

the words that you give it to

theirs before stepping out into

public become instantly invested

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thing happens with brand.

narrate and to own.

the big bad world of business.

- they want to know more.

02920 008 834

www.designdough.co.uk

Let’s define this in human

In the exact same way as you’d

IT’S INSTINCT. IT’S BIOLOGY.


Shaping a Defiant Brand

DESIGNDOUGH JOURNAL | VOLUME O1

THE STUDIO: SHOWCA SE

TAILORED TRAINING When we were approached by The Studio to create their brand and web presence, they were frustrated. Frustrated with their industry – the 24 hour, discount gyms, seeing members as statistics and sales figures instead of individuals with different goals and abilities. The Studio wanted to change this ‘new year, new you’, ‘bikini body ready’ ethos that had manifested itself in popular culture and rebel against corporate gain in favour of good honest hard work and so, The Studio Method was born simple and committed training plans with integrity.

Dark grey

Wood texture

Web texture

Brushed metal

Nearly white


STUDIO n./latin/studium

: a place where people go to learn, practice, or study.

STRENGTH OF MESSAGE The Studio’s brand philosophy came at the very beginning of the project, even before laying down any pixels. The brand message was so strong that if we were to have started the design process before it was in place, we ran the risk of losing the heart and real purpose. We weren’t going to let that happen. The Studio’s integrity is what brought such life and individuality into the project. It’s what had us invested from the get go.

UTILITARIAN LUXE

CONTACT THE STUDIO 02921 675 025

The brief was to create a brand and visual identity that was the complete antithesis of the shiny, corporate cattle market experience of the high street gym. We cut through the bull and produced a utilitarian-design that could happily sit within their industrial styled unit, but underpinned with

thestudiomethod.co.uk hello@thestudiomethod.co.uk

a sense of high-end luxe, quality and strength. Having such a strong vision for what The Studio

@thestudioltd

@thestudiocardiff

would be, ensured that the brand developed quickly, and alongside the creative input of interior

Unit R01, Cardiff Bay Business Centre,

designers, Studio Severn, The Studio started to live and breathe in front of our eyes.

Forgeside Close, Cardiff, CF24 5EL


DESIGNDOUGH JOURNAL | VOLUME O1


In the spirit of illustrating personality, we've put together a typographic representation of our team.

THE DESIGNDOUGH ALPHABET


DESIGNDOUGH JOURNAL | VOLUME O1

Rewriting Tradition

MEAT AND GREEK: SHOWCA SE How a successful culture and strategy can shape a business

Meat and Greek first took Cardiff by storm in the Summer of 2014, when they started serving their famous souvlaki to the masses and introducing traditional Greek Cypriot fare to South Wales.

Family BBQs are a regular occurrence in Greek Cypriot culture;

F A M I LY

the sharing of food is a way to bring everyone together, celebrate the little things and just enjoy. As fate would have it, this is where Sophie and Lisandros first had the brainwave of bringing souvlaki to Cardiff.

09.


C U LT U R E At the heart of the Meat and Greek brand is a true appreciation for tradition and what has been and will continue to be enjoyed. The use of stone BBQs and skewers dates back to 17th century BC, where excavators found remains of cooks tools on the Island of Santorini. This all formed the basis for the inception of the first souvlaki shops in Constantinople in 1951, but vendors selling souvlaki as street food harks back to the Byzantine era.

“ W E S HO UL D B E SO UV L A K I ” COMMUNITY The bringing together of people through food is a key theme throughout Greek tradition, and it was with this premise that Sophie and Lisandros sought to do the same in South Wales. As word spread and their popularity grew, Meat and Greek realised that they needed a strong visual presence to further their burgeoning business and set them apart as something new, interesting and tantalising – that’s where designdough stepped in.

KOPIASTEH!

We delivered a clean and subtle set of brand guidelines that were flexible enough to allow the business to grow organically as it needed to, settle comfortably within social media circles and establish itself as a serious player on the street food scene. All of this was underpinned with a strong sense of family and culture so evident within the Greek Cypriot community.

Two years on and we still work closely with Lisandros and Sophie, having just designed, developed and launched their new website featuring their upcoming events, corporate and wedding catering availability and growing press cuttings.

A FANTASTIC SUCCESS STORY THAT IS SURE TO CONTINUE. meatandgreek.co.uk info@meatandgreek.co.uk @meatandgreek

@meatandgreek


DESIGNDOUGH JOURNAL | VOLUME O1

Shaping Brands IT’S NOT ENOUGH TO JUST CREATE A PRETTY PICTURE OR CLEVER LOGO… Our clients are ambitious, they have big ideas. Our role is to match their vision, and then surpass it, structuring outcomes that are both remarkable and sustainable. The key is getting everything in our clients’ heads out on paper (which can be tricky) so that then, and only then, can we begin to coherently shape (or reshape) their culture and strategy.

Our practice is commonly known as ‘branding’ but what must be remembered is that this is very different to the art of graphic design.

Graphic design plays an important part in the process, but it is not the be-all and end-all. Without the culture and strategy, the graphic designer has no brief or direction to work from. In the early days of designdough, we designed many a logo, pretty business card and cohesive website based on what our clients’ wanted, what looked cool or gave a certain impression,

BUT THIS IS N ’T BRA NDING www.designdough.co.uk

What has taken us years to master, and where we find the most excitement and passion is

THE COMPLETE SHAPING OF A BRAND

from culture to strategy, brand identity to visual identity.

| 02920 008 834

A business must have these four things and live by them, (once thoughtfully shaped or reshaped) in order to resonate successfully with their chosen market and audience:

11.


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02

Number One

BRAND CULTURE We’re not talking trips to the theatre or a well-rounded knowledge of classical literature here.

Number Two

BRAND STRATEGY A brand strategy is a structured version of the brand culture. A way to explain that organic, intangible presence to someone you’ve never met before. A complete stranger should be able to pick up and read your brand strategy and get a complete and

Brand culture is the backbone

concise idea of the personality of your brand and

of your business, the everyday,

business. Your brand strategy should also be

what drives you to get up in

inspiring and exciting enough to also make that

the morning, what drives your

stranger want to work for you immediately.

employees, how you interact with each other, how you interact with the public. It’s your business’ raison d'être and is an organic, intangible presence.

Number Four

BRAND GUIDELINES

VISUAL IDENTITY

Now the brand guidelines are what people commonly identify with the word ‘BRAND’ – it’s the nuts and bolts and the mechanics.

Photography, typesetting, graphic styles, accent colours, animations, video, iconography. All of these and much, much more can go into a visual identity.

What we’re trying to say is that it’s the visual certainties of your brand – the graphic elements, colours and styles that when put together, are instantly recognisable as yours and form the basis

promote and catch people’s attention are innumerous.

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of everything visual you choose to put out there.

www.designdough.co.uk

03

Number Three

It’s within the visual identity that creativity can take flight and any can come into play to engage an audience or market. As long as that visual identity is strongly underpinned by it’s brand identity and structure, ways to visually

02920 008 834

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number of creative processes


Studio Social

DESIGNDOUGH JOURNAL | VOLUME O1

IF YOU’VE ENJOYED THIS JOURNAL, THAT’S GREAT NEWS! We’d love to hear from you. Make sure you snap a picture of the journal with the #ddjournal on Instagram or Twitter and let us know where you found it. We’ll be retweeting and regramming our favourites!

13.


you’re eligible to win a full brand package including: • Full brand and strategy design • Website design and development • 3, 6 and 12 m  onthly brand strategy sessions

COMPETITION ENTRY DEADLINE: W E D N E S D A Y 5 T H J U LY 2 0 1 7

FOR MORE INFORMATION, T&CS AND TO FILL IN AN  E N T RY F O R M , P L E A S E V I S I T W W W. D D B R A N D L A B S . C O . U K

W W W. D D B R A N D L A B S . C O . U K

If you’ve started a business within the past 24 months t hen


A GOOD BRAND IS WORTH THE MONEY… …BUT IT DOESN’T HAVE TO BREAK THE BANK. Call in to the studio for a coffee and a chat and let’s see how we can shape your brand, graphic or web project for the better. designdough ltd. Mount Stuart House, Mount Stuart Square, Cardiff Bay, CF10 5FQ 02920 00 88 34 studio@designdough.co.uk www.designdough.co.uk

The Journal 2017 | The Brand Edition  

The Journal was launched in June 2017 as a way for us to share industry insights, articles news from our studio and showcase our latest proj...

The Journal 2017 | The Brand Edition  

The Journal was launched in June 2017 as a way for us to share industry insights, articles news from our studio and showcase our latest proj...

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