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Space&Shapes: the innovative firm founded by digital and design visionaries. Space&Shapes has played a pivotal role in shaping some of the world's most renowned brands, including Danone, Sunpride, Auntie Anne’s, Reckitt and many others. With a roster of esteemed clients such as Orang Tua Group, Sari Murni Group, Webtoon, Kalbe, CIMB Niaga, Kopi Kenangan the agency continues to make its mark. As you delve deeper into this article, you'll gain exclusive insights into Space&Shapes's approach to crafting iconic brands, regardless of whether their target audience is local, national, or global in scale.
Step One: Problem Solving
One of the primary reasons clients choose to engage with agencies like Space&Shapes is to seek expert assistance in addressing commercial challenges or opportunities. According to Space&Shapes, it is rare for someone to approach with a request for more success when they are already highly successful. Typically, clients approach agencies when there is a market shift or change in the commercial landscape that requires a response. It could also be due to the introduction of new products or technologies, which prompts a reevaluation of the brand's ability to adapt to these changes. This is the norm in most cases. Clients come with commercial problems or opportunities and require an assessment of whether their brand is still relevant and effective in light of these circumstances.
To tackle these problems, the creative teams at Space&Shapes initially conduct a comprehensive audit of the company or brand. This audit aims to determine the brand's current commercial prospects, its level of appeal to its target audience, and whether there is a disconnect between the brand's self-perception and how it is perceived by opinion leaders, consumers, and other influencers.
For Space&Shapes, conducting a comprehensive brand audit is an integral part of their overall approach. To bring a brand closer to its desired position, they recognize the importance of understanding its current state and then devising a strategy to bridge any gaps.
This methodology was employed when Space&Shapes undertook the task of creating a new identity for Truwell, a Beauty Pharmaceutical Company. We explains that simply choosing a color or a logo and hoping for success is not enough. We conducted a thorough competitive analysis, engaged in customer interviews, and analyzed data to assess the direction of the business and the evolving society in Indonesia. Their objective was to identify the new influences and preferences of the young, upwardly mobile audience that Truwell sought to attract.
In the process of building the brand, Space&Shapes explored the elements that appealed to this target audience. Rather than focusing solely on other Pharma, they examined fashion trends, retail practices, beauty trends, hotel industry developments, and even the automotive sector. This approach enabled them to draw inspiration, identify trends, and gain insights that could be applied to create an appealing brand for Truwell. The outcome was a vibrant blue livery and branding that diverged from the conservative image typically associated with competitors in the industry.
At Space&Shapes, four core principles guide their branding and rebranding endeavors: relevance (to the target audience), differentiation (from competitors), preference (among the audience), and loyalty (from customers). These principles are crucial not only for creating a successful brand but also for achieving commercial success in the long run.
Step Two: Crafting the Brand Strategy
Once a comprehensive brand audit has been conducted, the next crucial step is defining the brand and its core essence. Space&Shapes combines the insights gathered from the audit and field research with collaborative client workshops. These workshops serve as a platform for both parties to identify the brand's self-perception and values. To delve deeper into the brand's essence, Space&Shapes employs a series of thought-provoking questions, often using visual metaphors. For instance, they might ask, "If your brand were a skincare, what type of skincare would it be?" These questions aim to uncover the essential truths and characteristics of the brand. This newfound understanding then serves as a springboard for the creative expression of the brand, encompassing visual elements, design aesthetics, and a distinct brand voice. These components play a pivotal role in eliciting recognition, preference, and loyalty among the target audience.
Space&Shapes emphasizes that the purpose of brand strategy is to narrow down the options and laser-focus brand's identity. It is essential to establish clarity regarding what the brand represents and its underlying intent. A well-defined brand strategy enables creative decisions to be made with precision, ensuring a cohesive and impactful brand experience. Space&Shapes stated that an effective brand strategy allows you to land on a pinhead creatively. This means having a firm grasp on the brand's essence and direction. On the other hand, presenting numerous disparate options to a client indicates a lack of understanding and alignment. In such cases, further work is required to refine the brand strategy before proceeding with the exciting creative phase.
Step Three: Crafting the Brand Expressions
After reaching an agreement on the brand strategy with the client, the next crucial step is to create the brand expressions that effectively convey the brand's story. This process involves much more than simply designing something visually appealing. Every element used in the client's branding, including colors, style, visual language, and copywriting, should align with both the brand's truth and the desired connection with the target audience. It is essential to consider the appropriateness of the chosen elements based on the audience's characteristics. For instance, using street slang may not resonate well with a high-class, educated clientele, and vice versa. Moreover, it is crucial to consider how these brand expressions will be perceived in different cultures or countries worldwide. What may be suitable and acceptable in one location may not have the same impact elsewhere.
The creative expression of the brand goes beyond visual aesthetics and extends to engage the user's senses in a holistic manner. It encompasses the quality of materials used by the brand, such as plastic, leather, wood, steel, and more, which contribute to the overall brand experience. Additionally, the way in which staff members interact with the brand's customers also plays a significant role in expressing the brand's values and identity. Consistency across all touchpoints is key, ensuring that the brand experience remains cohesive and aligns with the desired perception among customers.
By thoughtfully considering and crafting the brand expressions, Space&Shapes aims to create a compelling and immersive brand experience that resonates with the target audience, communicates the brand's essence, and upholds the brand's values.
When assisting Truwell in creating a brand for its new fiber & collagen powder product, Space&Shapes's comprehensive approach extended beyond visual elements. It even encompassed considerations such as the power of their community sense of belonging, pride also confidence value that brings to the consumer while holding on to the product, the delightful experience while mix with other food & drink.
Space&Shapes emphasizes the importance of this approach, stating, "We strive for the experiential aspect of the brand, where all your senses are engaged to ensure everything aligns with the desired perception." For example, if consumer suddenly heard Ariana Grande playing, it would create a different impression. Similarly, if the room conveyed a stuffy and pompous tone, it would disrupt the intended brand experience. To create a truly immersive brand experience, Space&Shapes aims to engage as many human senses as possible across all touchpoints, ensuring a cohesive and memorable encounter with the brand.
Step four: Implementation in Action
The ultimate measure of success for any branding or rebranding endeavor lies in how well your strategy and its creative expression are executed in the real world, where your ideals intersect with reality. No matter how exceptional your strategy may be, it will falter if the public face of the company—your client's employees—lacks belief in it or fails to implement it effectively. Space&Shapes emphasizes the comprehensive nature of branding, encompassing the company's values, behavior, product development, and service delivery. When we talk about branding, we delve into what the company represents, how it conducts itself, how it evolves its products, and how the service is delivered.
The experience you encounter while flying with Garuda, Lion Air, City Link, British Airway, ANA would differ significantly because the staff of each airline understands and takes pride in representing their respective brands, which are distinct from one another. If this understanding and sense of pride are absent, the links in the brand experience chain begin to fracture. However, when you create a seamless and holistic experience, it generates a compelling brand proposition that resonates with customers.
Step five: Branding as a Continuous Journey
For Space&Shapes, the process of creating or refining a brand is not a one-time fix, but an ongoing and dynamic endeavor. It is an understanding that brands must consistently engage and captivate customers, while also adapting to ever-changing market conditions. According to Space&Shapes, branding involves not only making adjustments to existing offerings or services but also creating fresh incentives to connect with customers. A notable example of this is the work they did for Garuda Airways' Executive Club, we emphasizes the importance of maintaining relevance, stating, "If you don't keep the brand relevant, it becomes stagnant and overlooked, so the client must effectively manage the brand internally to ensure its continued appeal to customers. Otherwise, the brand risks falling behind. A brand should never be considered finished; it is an ongoing and evolving project." Recognizing that branding is a continuous journey enables brands to stay agile, adapt to customer needs, and remain at the forefront of their respective industries.
