At Fellow Studio we consider our most unique selling point to be our focus on creating brand worlds.
What is the brand world? At Fellow we use the following analogy: your brand is one person, speaking many local languages, but always with the same accent. Your brand’s principal values must always be present wherever it comes into contact with your audiences. It must also feel appropriate in those diverse contexts.
This is our philosophy. A philosophy built upon a holistic approach that appreciates that effective brand design must be interconnected and always relating back to the whole. Brand design must be responsive to the contexts in which it is applied to and consistent in the character it promotes.
Intelligent Brand Worlds
Across all formats and environments in which the public engages with your brand, it must sit comfortably in the marketplace while still holding its own and feeling unique. An intelligent brand world allows audiences to sense the familiar every time they cross paths with your brand. It establishes reference points that always come back to what you can do for your audience and how you serve their needs. The brand world serves as the aesthetic and tonal expression of what makes your brand distinctive.
Beyond the Logo
We throw out the outdated idea that brand design starts with creating a logo. We believe that an original logo is part of a broader set of design decisions that are made when creating a brand world. They are rarely an appropriate starting point. As a creative branding agency we go further and ask what your brand’s identity looks like minus a stamp. Could an audience sense your brand’s personality without the presence of a distinct marque? If the answer is no, then your brand’s emblem serves to limit your capacity to speak across a broad range of platforms. We ask: how can we represent your brand when we cannot rely on a rigid and set logo? When it comes time to create your brand’s logo or marque, how can we make it versatile and malleable? How can we ensure that it fits the multiple realms that you need to use it within? Asking this will allow your brand to speak as many ‘languages’ as possible.
Our first question to all of our prospective clients is where do you interact with your audiences? We don’t start with the logo or the colours or the typeface, we start by creating a dialogue with you to find out where your brand exists. Asking where you would like it to grow into and importantly what do you want to communicate to your audience when you do engage with them? Once we have a sense of these touchpoints that your brand works across, we begin to map all of the points of interaction you have with your audience. We set about using astute design practice to articulate your brand.
We take these touchpoints and develop a world around your organisation to create a visual identity that speaks across all of the platforms you operate on. We do this whilst ensuring that everything is appropriate and bespoke to these unique environments. We develop the languages that allow you to speak to as diverse an audience as possible, while maintaining a consistent sense of your brand’s unique identity and personality.
This process requires a subtle and nuanced approach. Operating across a number of different landscapes creates such a need– as does the growing design literacy within the general public. Audiences are becoming more aware of design and branding, and therefore are creating higher expectations for both of these aspects of our work. Brands need to become more nuanced. Design that relies on templates and off-the-shelf assets and design that is inflexible to the fields it must be utilised across will no longer cut it. We passionately believe this at Fellow. Which is why we have made it central to our methodology.
Fellow prides itself in being able to create reactive design that creates a world for your brand that will not get stuck in the past. The digital revolution is in full swing and this creates a unique mixture of challenges for us as brand specialists. This loss of physical restrictions means brands can be much more expressive. However, maintaining a consistent message and tone in audiences’ minds becomes harder across such an array of platforms. As a studio, we relish this opportunity to think dynamically and to be at the cutting edge of design and brand development within the digital space.
The digital realm, however, is not the only space that flexible and responsive design and brand implementation is needed. Many industries operate across both the digital dimension and the vast variety of print media. At Fellow, we feel comfortable bridging this gap and take pleasure in creating visual identities that accomplish this in seamlessly innovative ways.
This is our philosophy. To best communicate with your audience your brand must be able to speak multiple languages without losing sight of its unique character. A brand accomplishes its potential when considered part of a tailored brand world. Ultimately, Fellow’s goal is to create design that allows your brand to be immediately recognised by the audiences you wish to communicate with. Fellow aims to create brand worlds that invoke a sense of familiarity that is unshakeable, that expresses your values effortlessly.