The Visual Driver; promoting clarity and coherence

Pinkney, Mike and Gardener, David (2019) The Visual Driver; promoting clarity and coherence. Cumulus Conference Proceedings Rovaniemi 2019. pp. 675-685. ISSN 2490-046X

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Abstract

Drawing from a research-based case study for a vision support charity, this professional paper articulates the role of a 'visual driver' as a key tool in shaping a rebranding. The 'visual driver' is a visual-based rubric of nine subjects, each with an image critically selected to capture the personality and essence of an entity. The paper discusses challenges around identifying the subtleties of a brand, how it behaves, its world outlook, its tone of voice. All difficult to define. However, once established, the designer’s journey towards creating a successful brand with personality becomes clear. Furthermore, the participatory nature of the 'visual driver' rubric – as it passes between designer and client, communicates early ideation as well as initiating an informed dialogue between multiple parties. The flexibility, accessibility and the participatory nature of this method are especially critical when working alongside clients with sensory impairments. The case study within the paper demonstrates the flexibility of the ‘Visual Driver’ to incorporate textures which enhance the effectiveness of the tool for an organisation dealing with visual impairment. The paper articulates how the 'visual rubric' enables designers to work collaboratively with clients, comparing their creative thinking and ensuring a better awareness and understanding of the brand challenges from client and end-user perspectives. Increasingly, developing a modern brand strategy demands a multiplicity of additional sensory feedback— aural, touch sonic etc. The paper concludes by presenting and discussing how a multisensory 'visual driver' was used to facilitate a rebrand.

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