YES. We'll develop a clear vision, identify key values,
and go from concept to execution. By the end of 10 days,
we will have a completely fresh visual identity. Really.
When is a good time to run a brand sprint for my
Run a brand sprint when some brand process has happened
already, and there's some consensus around it. Ensure it
supports a business goal and fits your bigger picture
When is the right time to schedule a sprint?
As early as you can - Like 2-3 months ahead. We're
almost always booked with too much time on. That being
said, S#!% happens, and it is worth reaching out anyway.
Who should participate?
Your Brand Sprint team must include people with
authority and ownership of your company's identity. The
“champion” is the essential decision maker who says the
“last word.” Champions know how to democratically bring
everyone to the table, hear and collect all internal
thoughts and transform them into actions in the
decision-making junctions. In most cases, the Champion
is the CEO, but in some cases, the decider could be
another co-founder or CMO.
What should we do before the sprint?
Create as many things as possible to make the sprint run
smoothly - Content is king, and everything is content.
Your content is content. The UI screenshots are content.
And the way all of your content is ordered is also
content. We'd love to see the website's content as soon
as possible - Your content should be ready before the
sprint and before we write the brand story, as the brand
story mainly functions as our brief. We're not expecting
your content to be the final one, but it should be in
high fidelity, knowing we'll develop and adjust it as we
design. Also you should run an
internal branding session
with as many teammates, find the gaps and work intensely
on your brand strategy.
Do you design more than one option?
No. Making one amazing idea is harder than creating many
different ones and picking one. This doesn't make it
easy for us, but it gives better results.
How are decisions made?
Our process follows a scientific approach. We begin with
a story and ensure a consistent message. Then, we set
anchors and use them to question everything daily. The
big stuff is discussed in our daily meetings, while the
remaining work, iterations, and feedback loops happen
through asynchronous communication.
How do you design a logo?
The process can be different for each company. It is
affected by the values and meaning that the logo should
represent. Whether the logo holds multiple meanings, and
which is the most powerful? Whether the logo is a symbol
or letters, why? The overall shape of the logo: literal
or abstract? Should the logo be just letters, and how
will it look in smaller formats? And more...
How do you choose colors?
We respect colors. Early in the design process, we focus
on first getting the design to a stable place. We use as
few shades of black to emphasize function and meaning.
Once the design is "getting there," we all meet and make
a mindful choice. This way, we can see how the colors
are used throughout the design and ensure we can
empirically judge color palettes.
Who's in Under's Brand Sprint team?
We build an oriented brand-sprint team for each sprint,
which includes ourselves - Inbal (art direction) and
Eden (strategy, design). There's a designer-illustrator
and sometimes an additional art director. In addition,
there are 2D/3D-Motion artists. We source talent
worldwide (mainly from Ukraine, India, Europe, and
more). We do not employ anyone directly, which gives us
much flexibility. Sometimes we decide we need something
particular, so we "go crazy" and make some fancy
production. We love working with entrepreneurs who only
have a little free time. who are ready to "give us the
keys.” Who are entirely "get" the brand sprint benefits
as formalized process and how it helps to get their
visual identity going in a quick and fancy way.