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Questions for identity designers: David Rengifo
David Rengifo is a senior designer at Visual Rain Design & Strategy in Tempe, Arizona.
How do you approach a new branding project?
With any branding project I need to understand two things. 1. Who is the customer and what do they really want from the company, and what do they think about the company we are branding. 2. What does the company want to achieve, are they getting ready to sell the company, do they want to enter a new market, etc. This is critical to help them brand themselves in support of their goals. Often they simply want to match the customer’s perception and stay on target.
What does your research include?
This depends on the amount of time the client will allow us during the research phase. Many will have some market research already completed, but we usually like to speak with the executives, sales force, product managers, customers, partner companies, and the general public. We survey these groups by interviews, focus groups, and surveys, and group discussions and brainstorming.
Would you describe your process?
We start with STRATEGY which has two parts: discovery, focus then we move on to DESIGN which has two phases as well: creation and implementation.
What do you feel is the most successful brand you’ve designed? Why?
BOYD GAMING. Which is a casino and hotel group, third largest in the nation. We have helped them to grow into a well respected corporation by helping them to manage the visual aspect of their business to corporate partners, investors, employees and customers.
How do you test an idea?
Testing an idea is most often by past experience. However, there are times when a new idea is required and testing is difficult. In most cases with something new, people are unfamiliar with it and fail to see the benefit or how it will fit into the environment.
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This post is part of a series about identity design. Further reading is below.
Previously
I observed 1,035 identities today.
Steve Jobs quote in enlarged TextEdit icon
A clock for identity designers
Responses from Michael Bierut
Responses from Chermayeff and Geismar
Responses from Armin Vit
A Poster for Identity Designers
Posted by tanner in branding, clock project on 5 January 2009.
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