CD-Sprint 1: getting excited about the brand

Our framework for the first week is to focus on the brand map as well as the brand strategy and related initial design principles. We started with a brainstorming session, so called “the first burst”. That implies answering questions like “what do we need”, “what are the blockers”, “what does success look like” and “what are our design principles”, including capturing “governance” and “risks”.

First outcome: EMBL-Design-Auditing-System:
the system shows two pyramids, side by side, right pyramid top down.
The left pyramid indicates the need and the function of the communications material: the lower pointed in the graphic, the simpler the design, the closer to the core brand design system. The higher up the more deviation from the design system and the more targeted and specific for the audience.
The right pyramid stands for the audience and the focus. The lower pointed in the graphic element, the broader the audience. The higher, the more specific the audience.

After some testing we realised: the more impact the campaign or product, the steeper the line. That means this is a very visual driven, easy and clear indicator of the impact on your audience as “good” or “bad”. The line is basically like an indicator-needle: going up = positive, going down = negative.

Here are some examples, based on current communications material:

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Author: Tabea Rauscher

I'm EMBL's Design Team Lead, proudly team member of the Strategy and Communications team at the Headquarter in Heidelberg.

3 thoughts on “CD-Sprint 1: getting excited about the brand”

  1. Interesting post Tabea! Regarding the Training Page negative slope. Do you think that changing organisation of what goes onto the page – (i.e. is training the right place for PhD/Postdocs/Undergraduate programmes) or that change of the layout would be a more effective approach to shifting the slop to positive? Is there more importance for either the left triangle or right triangle?

    1. Thanks for these great thoughts Julie! What goes where on the page is a future step. We will try to build the new website structure on research and analysis, user stories, target audience and UX work. Cdsprint2 will partly focus on this. Based on one of our principles “show don’t tell” you will see first results in a couple of weeks. As in cdsprint1, we will make this process as transparent as possible.

      Concerning the triangles: both are important, but the key is the line between these two triangles and its angle. Does this answer your question?

      1. Hi Tabea,
        Thanks for the info! Concerning the triangles- makes sense they are both equally important, now just interested to see which triangle we work on first 🙂 Will keep an eye on your posts.

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