Do/Be/Feel and Motivational Modelling: Applying a New Brainstorming Process in the Design of Brandmarks
Keywords:brainstorming, creativity, design method(s), design tools, graphic design
Brainstorming in design typically uses an informal scattered approach. In contrast to this we introduce a focused brainstorm-
ing process, adapted from an approach called Motivational Modelling, to guide the process of designing brands. We describe a case study of four real-world briefs, where 79 graphic designers created brandmarks over 12 weeks. The Motivational Modelling approach involves a structured, three- stage process. First, Do/Be/Feel goal generation sessions create word lists. Second, initial brand value diagrams are produced from a subset of the word lists to build brand understanding by entering the words into a custom designed software program. Finally, branded story diagrams are designed to match the brands. We found that the three-stage process was easily adopted by the graphic designers. Creating the diagrams kickstarted the overall branding strategy, which successfully prompted interesting brand values, and clarified project and organizational goals. Clients appreci- ated and implemented the final brainstorming and branding outcomes.