BRANDING AS A COOPERATIVE PROCESS ENCOMPASSING STRATEGY AND CREATIVE DESIGN SOLUTIONS The Basel-based brand design agency, SUAN Conceptual Design, combines strategic thinking with creative solutions. In every project, it works closely together with clients and a creative team to develop a vision that truly reflects the client’s values and products. For its exceptional work, the SUAN-team has won multiple design awards.
the other. “With us, designers are fully integrated into the process of developing a strategy and thus can already give their creative input and directly integrate the most important information into the design process.”
TEXT: JESSICA HOLZHAUSEN I PHOTOS: SUAN CONCEPTUAL DESIGN
INCLUDING EXPERIENCES FROM DIFFERENT INDUSTRIES
”Successful branding is a long-lasting investment in the perception of a brand,” says André Konrad, co-founder and managing partner at SUAN Conceptual Design. “It is only successful when it creates a good feeling for the brand’s customers – and long-term, at that.” To make that possible, a brand has to become aware of various different aspects. According to Konrad, those are: “A clear identification of the brand strategy, an innovative design approach, awareness of the target group they want to reach and a brand management with
Founded eight years ago, the Swiss company, with headquarters in Basel, works for very different industries – from start-ups to public services and international corporations. That helps the SUAN team to keep an open mind and integrate knowledge and experience from different fields, even though it has become clear that while the industries themselves might be very different, they often face the same branding problems. SUAN founders Susanne Hartmann and André Konrad not only work closely together with their clients,
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Issue 94 |
June 2022
a vision.” For him, branding has to change with the company and its values; it’s never entirely set in stone. “A brand that comes to a standstill will not last long.” A brand strategy therefore does not only need to be outstanding, it also needs to have the ability to adapt and develop further. SUAN sees itself as a long-standing partner in this brand-development process. SUAN Conceptual Design is filling a gap in the existing design market: the one between brand strategy on one hand and creation on
