The Visual Driver; promoting clarity and coherence

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Drawing from a research-based case study for a vision support charity, this professional paper articulates the role of a 'visual driver' as a key tool in shaping a rebranding. The 'visual driver' is a visual-based rubric of nine subjects, each with an image critically selected to capture the personality and essence of an entity. The paper discusses challenges around identifying the subtleties of a brand, how it behaves, its world outlook, its tone of voice. All difficult to define. However, once established, the designer’s journey towards creating a successful brand with personality becomes clear. Furthermore, the participatory nature of the 'visual driver' rubric – as it passes between designer and client, communicates early ideation as well as initiating an informed dialogue between multiple parties. The flexibility, accessibility and the participatory nature of this method are especially critical when working alongside clients with sensory impairments. The case study within the paper demonstrates the flexibility of the ‘Visual Driver’ to incorporate textures which enhance the effectiveness of the tool for an organisation dealing with visual impairment. The paper articulates how the 'visual rubric' enables designers to work collaboratively with clients, comparing their creative thinking and ensuring a better awareness and understanding of the brand challenges from client and end-user perspectives. Increasingly, developing a modern brand strategy demands a multiplicity of additional sensory feedback— aural, touch sonic etc. The paper concludes by presenting and discussing how a multisensory 'visual driver' was used to facilitate a rebrand.
Original languageEnglish
Title of host publicationAround the Campfire – Resilience and Intelligence
Subtitle of host publicationCumulus Conference Proceedings Rovaniemi 2019
EditorsJonna Häkkilä, Minna Pakanen, Elina Luiro, Enni Mikkonen, Satu Miettinen
Place of PublicationAalto
PublisherCumulus International Association of Universities and Colleges of Art, Design and Media
Number of pages11
ISBN (Electronic)9789523371583
Publication statusPublished - 27 May 2019
EventCumulus Conference Rovaniemi 2019: Around the Campfire - Resilience and Intelligence - University of Lapland, Rovaniemi, Finland
Duration: 27 May 20191 Jun 2019

Publication series

NameCumulus Conference Proceedings Series
PublisherCumulus International Association of Universities and Colleges of Art, Design and Media
ISSN (Print)2490-046X


ConferenceCumulus Conference Rovaniemi 2019
Internet address


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