Who are you? The Brand Deck makes identity simple

Whether you are building a small brand, starting a big company, or launching your own Kickstarter project, you probably will ask at some point, what really makes you, you? This simple conundrum can cause brands to back away from a launch, projects to be kept in drawers, and countless hours of debate about whether a business is ‘this’ or ‘that’.

Are you simple or complex, conventional or experimental, practical or imaginative? Defining who you are and who you are not is crucial to building a successful brand. Whether you are designing, writing, directing, building, or planning, a simple set of adjectives can be your compass, helping you to tackle difficult decisions during the process. Despite its importance, deciding on just a few terms to describe the complexities of an organisation can be like finding a needle in a haystack. This is why following the completion of Obama’s visual identity, Chicago-based Simple Honest Work created an equally simple tool called The Brand Deck.



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