Definition. What do we mean?

We define where brands should go next, then depict how to get there.

But what do we mean by defining?

Defining should uncover clues and evolve or generate new hypotheses. Providing a new perspective to some of those everyday things we barely think twice about.

It should provide the rationale on how to move forward for design, becoming a foundation for decision making on where boundaries are put in place for ideas.

It should be evidence combined with hunches that demonstrate what brands should, as well as shouldn’t do.

Think of definition as a boundary, a narrower remit in which to explore and focus.
It’s a form of direction setting to investigate an avenue further.
An innovation playground.

Defining can be informed by many avenues and sources.

From an exploration of stores and markets to fully understand this critical touchpoint.

Looking to adjacent categories and parallel worlds to glean insights and influence on a way ahead.

It should entail connection with real people, whether that be consumers or experts of a certain topic, for they hold clues that will inform what is valued. They can also provide an invaluable view on early hypotheses.

It will call for connections and fusion of opportunities that can lead directly to an incredible idea.

Above it all, it should be an aha-moment in which you discover something unique and new to the world, no matter how big or small. A true insight and human truth.

Who is definition for?

For those who want to trace the thread, to fully understand what has underpinned an idea.

For brand guardians who keep ideas true to the brand purpose and values.

For those managing risk and can draw on evidence as to what has informed ideas.

For those who want to dream big and uncover something genuinely new to market - innovation, rather than renovation.

Making definition useful.

At Studio Every, we ensure that definition easily dovetails into being able to be depicted.

For definition to be successful, it should:

Frame the benefit and unique point of difference.

Demonstrate the influences that could be faced in the future, and why.

Culminate information into compelling and clear spaces or stepping stones.

Definition alone will give the strategic direction. Coupled with creativity is where the magic happens, to bring it to life ideas and tell a story.