Practice Abstract - Research and innovation

The basics of a branding workshop

A brand is all that is communicated visually and otherwise to portray the personality of the organisation, its products and services. And, as such, strong brands are enormously powerful business tools.



In order to infer the personality traits of the EURAKNOS project a value exercise was done during the kick-off workshop in Brussels where the involved stakeholders had to choose between several values, such as futuristic or timeless, complex or simple, customer or knowledge centric, etc. which helped the designer get a better idea of the value framework.



Subsequently, a more detailed value exercise was conducted, where the stakeholders had to imagine the organisation as a superhero with specific enemies, superpowers and a purpose, they had to choose specific images which match with the values of the organisation and explain why they chose these images by defining keywords.



Finally, the stakeholders needed to create a moodboard by selecting graphics from a predetermined selection of graphics by putting 5 green dots on the graphics they liked for the organisation and 5 red dots on graphics which they didn't like for the organisation. All of this information allowed the brand designer to subsequently draw up a proposal brand of the organisation.

Source Project
EURAKNOS
Ongoing | 2019-2021
Main funding source
Horizon 2020 (EU Research and Innovation Programme)
Geographical location
Belgium
Project details

Project Keywords