The Interplay of Ideas, Visuals, Tiering and
the lnterlacement of Branded Conceptions
You might know, when you contemplate the sensation of brand experience, it’s not one element alone that is memorable, it lies in the layering of tiered, experiential moments that, in the journey momentum and the staging of the brand storytelling, lays out greater and lesser instances
of touch, sound, hearing, taste and scent.
Thinking of brand storytelling as a kind of fire, carefully built, in which experiencers gather round to listen, embraced as a holistic telling—the hearing of the tale, the scent of the fire and forest, the physicality of the conclave, standing or seated—and touch, the taste of the moment, finally the sight of the landscape.
Any brand’s potency lies in the singularity of one, an opening powerful statement—it’s the point of clear distinction, it’s a differentiating message, it’s a discrete approach to visualization, it’s a manner of speaking and outreach, and embodies a systemic approach design systems.
That can be characterized in the following manner:
1. What is the clear point of messaging of the brand, your apex statement to your internal teams and external communities. Internally, that could be defined as your positioning. That comes down to this familiar formula, which likely you’ve employed as a marketing driver:
POSITIONING: Any message platform for design requires a fundamental baseline for marketing position. To define creative, it will take positioning of audience, etc. The structural formula is:
To [target audience—who are you talking to?] ______________________________________________________, aged [how would you define the scale of their age?] ___________, [your brand]_____________________ is the [differentiated positioning of product or service—what is your distinction?] _____________________ _____________________________________________________________________________, by providing [a newly defined way of outlining your provision—how you uniquely deliver that offering] ______________________________________________________________________________________.
It’s a formula, surely—but the core attribute of organizing this layer of the brand is kind of like the warp, or stringed underpinnings, the substrate of the tapestry of the brand. It defines who you are, what your points of distinction are—who you’re talking to, your community of customers. It measures how you distinctly define your uniqueness—only yours—and you finish with how you deliver that offering. The proposition of value really comes down to the foundation of your uniqueness, that is only yours to offer.
Obviously, there are other components to a brand and the clarity of stance, as in literally, “what do you stand for?” That might be that, for example, “we stand for sustainability, we stand green, gluten-free, our own sense of authenticity and truth, transparency of actions in our production, the quality of our ingredients, the brand spirit or the spiritual foundations of our enterprise.” A proposition of values lies here, embedded in this type of messaging bedrock, along with community-relatedness, what are the reasons to believe? From here, adding tiering deepens to personality, emotional benefits, consumer perceptions—extant and desired. All of these components create a weaving of characteristics in the loom of the brand.
One could say that, to GIRVIN’s work and history that this tiering and woven impression could be found in, most specifically, our efforts for the brand innovation around the creation of Tableau, an data brand storytelling in data visualization. That speaks to a directly distinct point of messaging:
Tableau helps people see, understand and act on data
Our visual analytics platform is transforming the way people use data to solve problems.
See why organizations of all sizes trust Tableau to help them be more data-driven.
And, as well, the notion of our naming solution of another component of the woven tiering of message and visualization.
Tapestry: A Different Kind of Conference on Storytelling with Data
Moving to visualization as a woven line of brand thinking, that patterning finds itself manifest in the identity, which empowers layers of user relationships.
The tiering of the brand visualization speaks to the + of data abstracted, integrated into the custom font GIRVIN built as well as a subtle expansion of the divisioning of information—from the unknown and unseen to the newly grasped, uniquely understood data—which, tiered, speaks to the team leader and founder’s opening expression—data as art: and Tableau’s mission: “we help people see and understand data.” Those seven words give life to data through storytelling.
One could think of data, and dispersing components as a brand patterning language, that is, in fact—a layered weaving.
While signage might not be seen as a tiered, layering of expression, it is part of the journey—from street to interiors, storytelling the tiering of the construct of the loom of customer exploration, as well as the team members that built the brand.
That sense of layering is also expressed in the visualization of messages that lie in the foreground, on the surface, and, as we’ve noted earlier, “what lies beneath.” Some might call that “watermarking,” like the patterning of a varnish, as a substrate to other art. We call it layering—or tiered art. And like the classical phrasing of palimpsest, which is expressed in the context of something above, something beneath, as above, perhaps not the same below.
There’s a story on the surface and beneath the surface—
and, like weaving—there is that which is above, and that
below, there is the warp and the weft,
like the calligraphy at the header of this blog,
the letters intermingle and intertwine.
It’s its own pattern language.
An assembly, boxed.
Layered patterning.
Of course, the notion of weaving brands can speak to the tiering and interlacement of language, how words and phrasing create a landscape of content—not quite like this, per se,
but rather the holistic idea of the layering of message, the use of words, one message on one level and an hypo-articulation of phrasing that, interrelated web of expressions, like rootwork, branches and leaves—back to that one proposition of uniqueness. Who you are, what you believe and stand for—what you mean.
The journey through the mist of ideas
is an intermingling all of these sensations.
Walk in the woven, life in the loom of time.
You are the story—and your story is complex, layered, dense with filaments of ideas, that intermingle, interlace to empower a unique communication to community, the communion with a beautiful depth—something on the surface. And something that lies beneath.
Tim GIRVIN | Strategic Brands | Queen Anne Hill
Projects in strategy | story | naming | messaging | print
identity | built environments | packaging
social media | websites | interactive
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digital | built environments by Osean | theatrical branding
waves | art | talismanika™
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