Branded Idea: IdentiShape-- by Nate Winter

IdentiShape is a branded idea intended to promote a collection of design services for a design firm. A combination of the words “identity” and “shape,” IdentiShape hits at the core of design's role in shaping identity.

To clarify its meaning, IdentiShape can be coupled with the positioning statement, “Where Business Identity Takes Shape.”

The concept of “taking shape” is appropriate for design firms on a number of levels. The common idiom “to take shape” means to create in a general sense, which is pertinent to a design firm’s multiple creative services. But, understood literally, “to take shape” means to give physical shape to something—i.e. to build. This meaning is unusually profound for a company that designs and builds physical spaces such as retail environments, restaurants, museums, etc.

Adding to the idea’s strength, IdentiShape is a customer-focused idea. It is a design approach that shapes the identity of a customer’s business or product. In this way, IdentiShape can help a design firm position itself as customer-centric and service-focused, perspectives that customers favor.

IdentiShape as a MarketingTool

At its core, The IdentiShape Design System is a marketing tool. It’s a method for organizing and explaining a design firm’s services as a singular, branded entity.

Copyright-Friendly

The full title “IdentiShape Design System” obeys legal rules of proper trademark, using the trademarked term as an adjective to an understood noun.

Example of usage:

The IdentiShape Design System™
Where Business Identity Takes Shape

* * * * *

color
curvature
environment
form
function
imagery
light
lines
materials
photography
shape
sound
space
structure
texture
typography

Experience them as one with IdentiShape

* * * * *

What is it about the intangible experience of a space that excites and inspires?

When can the unique interplay of textures, colors, and architectural presence improve business?

How can a sales environment elevate the perception of an entire product or company?

the answer is IdentiShape

* * * * *

The IdentiShape Design System establishes…

• Verbal Identity
• Logotype Identity
• Web Identity
• Interactive Identity
• Print Identity
• Simulated 3D Environment Identity
• Environmental Graphics Identity
• Exhibit Identity
• Interior Identity
• Architectural Identity
• Advertising Identity
• Press Identity

and collects them into a single, cohesive brand that communicates the client and its product together.

-- Nate Winter