Creative Strategy: Part 1, Company

Modern typography is based primarily on the theories and principles of design evolved in the 20’s and 30’s of our century. It was Mallarme and Rimbaud in the 19th century and Apollinaire in the early 20th century who paved the way to a new understanding of the possibilities inherent in typography.

The grid as a controlling principle in the form we know 7 it today still remained to be invented. Yet the first steps were already being taken towards it in the course of efforts to achieve the greatest possible order and economy in the use of typographic resources.

What’s the name of your company or product?

Consider spaces and capitalization. How is the name spelled out in a section of text where your brand has no quotes and is not emphasized?
More on spelling company names

In simple words, what is your company, what does it offer and what problem does it solve?

Factual and as short as possible. Type of company, which sector, target demo, problem, solution.

Give a scientific or technical reason for how your brand solves that problem.

Facts. Focus on one or make a list.

What’s the founder story?

Candid. No business objectives.

What’s your company’s vision statement?

The What. The picture of the future. A bet. Measurable, achievable and clear. A change in your industry over the next 100 years. Can revolve around progress, a number, culture, client engagement. Fearless.

What’s your company’s mission statement?

The How. A roadmap. How to achieve the vision. Is on everybody’s daily agenda. Better cumbersome than fluffy. Ideally memorable.
See examples

Receive a copy

This page is part 1 of 7. Save it by emailing it to yourself. You’ll also receive a unique URL to your copy of this document that can be edited or shared with others.

one email address only

Company

01 Market Workbook