FIELD NOTES
Detailed records taken during research in disciplines that require direct observation. Exist as a reliable records of observations captured while the memories are still fresh. As raw data for later analysis. As a tracking mechanism for the development of ideas and the overall research process.
Include: descriptive accounts of what you see, hear and experience in the field. Personal interpretations. Notes on method.
The Brand Brief
If strategy is prep work for design, then the brand brief is one final act of refinement. For cultural brands, the brief also includes hooks to the zeitgeist.
Ecosystems & Positioning
There’s creativity in designing strategy. In brand building, that’s defining a singular essence.