TWG Brand Experience Framework
It is our working method. It organizes the work into five stages: three that we carry out (research, design and activation) and two that those stages generate in people and in the business.
We developed it from the logical framework, a strategic planning tool that connects each action with the results it seeks to produce, and adapted it to branding. That is why it works as a chain: each stage enables the next, and we aim for every decision to have a why and a purpose.
It is not a closed formula. The path is always the same, but each brand goes through it with its own particularities, in full or in stages.
The model
What we do
- Strategic direction01We researchWe listen to the client and analyze the context, the people and the competition.Market researchPositioningBrand platform
- Brand system02We designThe brand experience system and its key touchpoints.LogoBrand manualApplied visual guide
- Experience03We activateThe brand in digital channels, in the day-to-day of the business.WebsiteSocial media
What we generate
- Perception04ResultsWhat people perceive and feel in their experience with the brand.
- 05Final impactHow they act based on that perception, and what that generates for the brand and the business.
How we work each stage
The first three stages are our direct scope: we research, design and activate. The last two are the effect we seek in people and in the business.
We start with an insight session and a brand survey with the client. Before or in parallel, we research the context using secondary sources and, in a rebranding, we audit the current brand. With all of that, we build the brand platform.
Service: Research and strategy
We translate the platform into a visual and verbal identity system, guided by a creative concept: combination mark, palette, typography, iconography, graphic resources and tone. Everything is captured in the brand manual (brandbook) and the applied visual guide (workbook).
Service: Identity development
We take the brand to digital channels. The website is often the first activation; then come social media and campaigns, with content pillars, month-to-month management and results analysis.
Services: Digital activation · Web design
What people perceive and feel in their experience with the brand (results), and how they act based on it (final impact). These are expected effects: when they need to be measured, we do it with TWG Consultancy brand perception and brand equity studies.
Creative direction
It runs through all three stages and safeguards visual, verbal and narrative consistency at every touchpoint, even when the pieces are developed by other teams, internal or external.
