step 2: the wordiest part of the brand creation process

Once we’ve created a solid mood board, we move on to descriptors and archetypes. This is the non-visual part of the process — and it is a process. It’s a deep dive into every sensory experience that each image evokes. In other words, it’s words, words, words. Lists, groups, ideas, notes — all get culled to a clean and meaningful list of words to describe the brand. From there, I establish an initial brand archetype selection of the top four or five types.

Next up: The Brand Plan