Design Strategy

Our Pro Tip: Conducting Brand Audit & Art Direction planning
 with Design System strategy in mind


December 17, 2023
 min read
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A brand audit and art direction planning are crucial steps in ensuring that a company's brand and visual identity are consistent, cohesive, and effective. By conducting a brand audit and planning art direction, you can identify areas for improvement and create a strategy for achieving your brand and design goals. In this article, we'll discuss some best practices for brand auditing and art direction planning, including design system strategy.

Brand Audit

A brand audit is a process of assessing an organization's brand and its performance. This includes an analysis of the company's target audience, brand identity, positioning, products, and services. It is important to understand how customers perceive the brand and how they interact with it. This helps determine the company's strengths and weaknesses and what changes can be made to improve the brand.

The first step in creating a cohesive and effective brand is to conduct a thorough brand audit. This includes analyzing your brand's current visual identity, messaging, and positioning, as well as researching your competitors and target audience. A brand audit can help you identify areas of improvement and create a plan for achieving your brand goals.

Elements of a Brand Audit:

  1. Candidate personas
  2. Careers site
  3. Social Media Presence
  4. Recruitment Marketing
  5. Candidate Experience
  6. Competitive Analysis

Art Direction Planning

Art direction involves the creation of a unified visual language for a brand. This includes the use of visual elements such as typography, colour, imagery, and layout to create a cohesive brand identity. This includes creating mood boards and style guides, as well as working with photographers, illustrators, and other visual artists to create visual assets that align with your company’s brand. The goal is to create a consistent look and feel that reflects the brand's values, mission, and objectives. It is important to have a clear strategy for art direction planning to ensure that the brand's message is communicated effectively.

Use this checklist to help with your planning:

  1. Understand the project's goals and objectives
  2. Establish a visual style
  3. Use a consistent design language
  4. Use high-quality assets
  5. Keep it simple
  6. Be adaptable to feedback and changes
  7. Stay up to date with current design trends
  8. Test and iterate on the design to improve effectiveness.

Design System Strategy

A design system strategy is an integral part of art direction planning. A design system consists of a set of components that are used to create a consistent user experience across different platforms. This includes elements such as typography, colour, icons, and layouts. It is important to have a design system that is flexible and can be adapted as the brand evolves.

Must haves:

  1. Design Guidelines
  2. Style Guide
  3. UI Components
  4. Page Templates

One of the design systems that we implement:

Relume Library: this is a collection of over 800 components that can be easily copied and pasted into a Webflow project. Users can also create and share their own components for personal or client use within the Webflow and Figma community.

For valuable insights and inspiration:

Design Systems For Figma
Design Systems For Figma gathers design systems with a strong code foundation from across the world.

Continuously Iterate

A brand and design system is not set in stone, it's important to regularly review and update them as needed. This includes monitoring trends and changes in your industry, as well as gathering feedback from your target audience. By regularly reviewing and updating your brand and design system, you can ensure that they remain relevant and effective.

Brands need to be adaptable to changing trends and technologies, and this should be reflected in the design system strategy. The design system should be flexible enough to adapt to new design trends and technologies while still maintaining consistency with the brand's overall identity. This can be achieved by regularly reviewing and updating the design system to ensure that it stays relevant and current.

What this article is about, in a nutshell.

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