To brief

/ ‘brēf /

noun

1
a : to give precise instructions to
b : to coach thoroughly in advance
c : to give essential information to

2
: to discuss (as a military operation)
in a briefing <briefed the mission>

We are pleased to see you come this far.

The short form that follows is the first step to help us and yourself understand the condition of your brand and establish what can we do to help it grow and evolve.

Begin
1 / 9
Who is responsible for the management of your brand?
CEO/Board
Marketing
Brand management department
An external agency
2 / 9
Could the core of your brand be summarized in a single, simple statement, which can be used as a behavioral guideline in any given situation, by anyone associated with the brand?
Yes:
Next
Maybe
No
3 / 9
Do you see your brand as capable of being recognized through its behavior alone, without showing the logo or any other element of visual identity?
Yes
Maybe
No
4 / 9
If your customer was to describe the most unique feature of your brand what would it be?
Next
5 / 9
How would you describe the importance of this branding exercise?
An identity refreshment to keep up with the trends
A natural response to the evolution of the company
A long-term investment
6 / 9
What will be the most important step for your brand 6 months from now?
Next
7 / 9
What would you like us to achieve for your brand?
Specific scope of work:
Next
I am open for participation in a consultative brand design process.
8 / 9
When are you looking to implement the assigned changes?
Specific deadline:
Next
Unspecified long-term consultancy
9 / 9
What is the budget designated toward this exercise?Understanding your goals and the designated budget allows us to return to you with a customized offer and to mutually schedule project milestones. Having an honest scope of investment on both sides will only improve the design process.
Specific:
Next
Percentage of quarterly marketing budget:
Next
I am still budgeting / Maybe

Why would anyone dare to pass judgment over your brand by introducing a series of simple questions? Well… you are right. There are no easy answers, no universal guidelines, no brand horoscopes, nor instant solutions. We can’t tell you which character from a book your brand is, but what we can tell already, that there is a lot that can be achieved to improve your brand.

Answering our brief questionnaire must have been quite a facile exercise but a one that proved there is focus and vision behind your brand. I guess the next question is: What is the next challenge your brand awaits? As we are all ears and excited to undertake the challenge together. Excited about the future of this benevolent acquaintance. NECON.

How can we get in touch?

Name:
Company:
Email:
Phone:
Comments:

Centima

Industry / Location

Manufacturer of expositors / Wroclaw, Poland

Scope of Work

Communication Design / Visual identity / Photography / Print design & management / Web design & development

Given the chance to look beneath the surface, you can often discover an amazing process, a story and a soul behind even the seemingly simplest items; ones you might have never noticed before. Centima – one of the largest polish manufacturers of in-store expositors approached us with a need to expand their communication reach and refresh their market presence.

Background

Homogeneity is the usual problem with such product-oriented marketplaces. The case of Centima was no different. We had to search for a usable differentiator to extend the communication beyond the typial price-quality ratio.

/‘kraf(t)s-mən/

Spending time at Centima we learned that they stood firmly for a set well-defined values, which surprisingly were never properly expressed externally. We confronted the findings with the rest of the market and gave Centima a distinct communicated personality.

The Concept

Honesty and simplicity are the backbone of Centima’s new communication. The values are expressed through a visual identity, which strays from any unnecessary ornamentation.

We photographed Centima’s process trying to reproduce the true roughness and craftsmanship.

The Details

The intricacies of production were captured on photographs as well videos and frame animations. Through focus on details and textures we tried to reveal and share the sensory experience of beholding the process.

Steel, sparks, beating of the hammer and the humming of machinery.

Illustrations

Different stages of production and areas of service were represented with isometric illustrations in line with the chosen simplistic brand style.

Website

The new brand called for proper digital representation to reach much wider audiences and provide easy access to project monitoring to current customers.