Process
6 min
Why we start every brand with one sentence
Before any sketch, we write the sentence the whole company can repeat. Here is how we find it, and why it saves weeks later.
Written by
The Vennick studio
Most branding projects start with moodboards. Ours start with a sentence. If a founder, a barista and a customer can all say it the same way, the design has something to stand on.
How we find it
Two weeks of interviews, a hard look at the category and a lot of crossing out. The sentence has to be true, specific and a little uncomfortable for competitors.
What it saves
Every later decision gets easier. Colour, type, the homepage headline: we check each one against the sentence and most arguments end there.
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