We love doing the high-profile design work – the brand identity, the logo refresh, the new set of brand icons, the brand-spanking new website. These are the projects that populate the website homepage, star in Linkedin featured posts (when we remember to write them), appear all over the Insta grid.
But recently, we worked on a set of 25 documents for RMIT, an international university of technology, design and enterprise based in Melbourne. The RMIT Work Integrated Learning (WIL) teams wanted to create a series of pdfs targeting industry clients, outlining the process of hiring RMIT graduates and the benefits of offering relevant work-based experiences.
Documents that didn’t shout ‘design’ but quietly made a brand statement, and concurrently made a oblique process much more transparent.
⟶ Succinct language that clearly explains the process of hiring a graduate.
⟶ Design that reflects the RMIT brand in a subtle new way.
⟶ Sourcing testimonials from industry employers.
⟶ Clearer call-to-actions.
⟶ Practical elements like embedded links, that increase ease-of-use.
⟶ Targeted emails that remove barriers between customer and client.
None of these documents will earn a design award, or a spot on the home page.
But, when you look closely, these projects aren’t boring at all. They’re a set of tools making collaboration easier, so RMIT graduates can be matched with the best industry positions.
In a time when business needs talented graduates, and STEM students need industry experience, there’s something wonderful about a project that connects the dots between both parties.
A brand experience needs more than good design. It is a commitment to reducing every friction point between customer and client.
Investing in things that make a team’s day-to-day tasks feel easier, instead of avoiding the problem and keeping things the same as they always were – that’s simply smart thinking.
You don’t need a huge budget to make a difference.
Sometimes the smartest thing you can do is fix the small things. Not for recognition, but for the people keeping the business going every day.
You won’t win an award, but your team will gain more time and energy to focus on bigger projects. Changes that are barely noticed but add up to a better brand experience for everyone.
Way back in 2010, Brand By Name made branding irons. In Oregon USA, a (different) Brand By Name sold personalised irons for your favourite barbecued meal.
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In corporate event branding, you’re often working with a company’s brand guidelines.
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Whatever the brief is, it’s exactly the same. Every project. Every time. Every design. It‘s just one word.
It’s that time of year when we start looking forward to the end of the working year, changes in the seasons, and celebrations over the New year…
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