Simplification can’t be good. What is simple and easy going now some years ago needed a tremendous effort!
What has changed? Evolution! “Simple as that”. We do not need any more to travel from LA to London a year or two but 10 hours tops! We complain that our coffee is not having enough or has too many grains of sugar, but we forget that we still enjoy having it. It used to be called luxury having a cappuccino and only to be found in Italy ( Illy coffee is the best btw! ).
We use each day computers, smartphones, pads, e-book readers, monitoring our health with gadgets, but we are still scared that AI will bring humanity down.
So what about the aliens? We forgot that they are the biggest threat of all?
Short tale: Devil was in a market. He could purchase anything to control humanity. But one. He gazed on the most unappealing, gray and sad thing. The Ultimate Weapon of all. FEAR!!!
We need to establish the sixth P: Philosophy on top of Product, Price, Place, Promotion, and People.
The 6th P is like a sixth sense, invisible but able to determine the success or failure of a company.
We believe the first step in creating the visual identity of a company, actually, to create a company at all, is answer the WHY.
What is the underlying philosophy of creating the company and of being in business?
In current business practice, the closest to a company philosophy can be found in the company objectives and the mission statement to some extent. Most of the times, this is done without ever reflecting upon the philosophy apart from the fact that the company is created to make profits. And even that is sometimes unclear, which becomes visible especially in employees when they start spending more time browsing the internet than being productive.
Once the philosophy is clear, it is much easier to suggest the best combination of the following for the visual and web design of the company:
Type of web domain
Sitemap and site structure
Not only that, we are actually convinced that the clearer and more coherent the philosophy, the longer the life cycle and the stronger the success of a company.
If the philosophy is clear from the beginning, it will be reflected in each design element and any other type of communication. It will be present in the heads of managers and co-workers. In fact, this will attract only talents who feel aligned with the company philosophy and therefore stay longer and create faster and better results.