If your company is your body, then your brand is your face, both sensing and communicating. Your face not only tells the world who you are, but based on the cues it receives, informs your brain and body as to where you are. It works very much like a brand, which should be engaging both your internal organisation and the public with your business in deep, meaningful ways. So says Christo Maritz of Cape Town design agency INFESTATION.
We all like to quote Jack Welch who said, “Good is the enemy of Great”. When it comes to design (digital design, graphic design or print design), what is the difference between good design and great design? Does it look better? Do more people like it? Is it different?
We believe the difference is in the difference it makes.
Recently we took on the task of rebranding Infestation. The brief seemed clear: Develop a brand that will convey our ability to effect change through our design. Visually convey the concept that one small interaction with us, will set off a chain reaction for our clients that will ultimately improve their business in a big way.
Easier said than done. The word Infestation does not always conjure up warm and fuzzy feelings. It does however challenge thinking. It alludes to the point where a lot of small interactions become one big movement.
We like to believe that creativity works in the same way. In our work and our design process we look for those creative moments where we know our design will deliver more than aesthetics. The point where we know it will make a markable difference.
Welcome to our new brand identity. A point of disruption – a tipping point suspended in a moment. This anticipation is met with one certainty: change.