According to the Department for Business and Trade, we are now starting to see an increase in the number of businesses operating in the UK for the first time since the pandemic. 

More brands mean more competition, which makes it even more important for your brand to stand out from the crowd.

One of the key elements that informs this success is creative direction. But what does creative direction mean, and how does it relate to building a successful brand?

What is creative direction?

Creative direction is a key area of the brand development process and is used to guide the visual and core elements of the brand. It encompasses everything from brand design and colour palettes to tone of voice and overall brand messaging.

An experienced brand and design agency ensures all these factors are considered and aligned with the brand’s values and tailored to its target audience.

Building a relationship with the client

Good creative direction starts with building a strong relationship with the client. This involves understanding their history, current position, and future goals. 

By looking at where the client has been and where they want to go, design agencies can ensure creative direction is strategically aligned with the brand to support these ambitions.

Understanding and embodying the brand

Before starting any concepts, it’s important to get under the skin of the brand and fully understand it. This means diving deep into the brand’s identity, values, and mission.

Creative direction is not just about creating attractive visuals; it’s about representing the organisation’s values in every design element and communication.

Collaboration with stakeholders

Effective creative direction involves collaboration with all stakeholders. This includes internal teams, clients, and any other partners involved in the project.

By working together, design agencies can take all perspectives into consideration , leading to a more cohesive and well-rounded brand.

This will also ensure that stakeholders build a stronger connection with the brand and become more dedicated to maintaining it in the future.

Asking the right questions

To create a compelling brand, it’s essential to ask the right questions. This helps uncover the brand’s core values and unique selling points. 

Understanding what makes the brand different and why it matters to the target audience is key to developing a strong brand identity.

Nailing the creative brief

A well-crafted creative brief is the foundation of good creative direction. It outlines the project’s objectives, target audience, key messages, and desired outcomes.

By getting the creative brief right from the start, you set clear expectations and provide a roadmap for the creative process.

Developing a clear brand identity

Identifying a clear brand identity involves more than just visual elements. It includes the brand’s tone of voice, messaging, and overall personality.

A strong brand identity helps ensure consistency across all touchpoints, making the brand more recognisable and trustworthy.

An example of creative direction and brand building

Education and training providers in the West Midlands formed an ambitious collaboration as part of their LSIP – a new employer-led initiative from the Department for Education (DfE) in England.

The aim was to reshape skills training to better meet local employer needs and address key skills gaps in construction, engineering and manufacturing and digital and green industries.

Liquid was appointed as brand and design agency to develop an identity and create a new website service platform to highlight and develop much-needed skills for employers in the region. The goal was to create a space for local businesses to seek talent, share learnings, and adopt best practices.

Creative process

Research and data gathering

We collaborated with research partners to gather data directly from employers about existing skills gaps. This data informed the brand and website, ensuring they addressed the right audiences with relevant information and tools. 

Stakeholder collaboration

We hosted multiple brand workshops with over 30 stakeholder organisations to refine concepts. This collaborative approach ensured the brand aligned with the needs and insights of a diverse group.

Creative brief

We developed a comprehensive creative brief outlining objectives, target audiences and key messages. This brief guided the creative process, ensuring alignment with the strategic goals of the stakeholders.

Brand identity development

We created three initial concepts and themes for the potential brand. Worked with the stakeholder group to refine these concepts until the team were aligned on a cohesive brand identity.

Brand toolkit

We produced a detailed brand toolkit, including guidelines, logo packs, email footers, letterheads, marketing materials and social media templates.

Market research report

We developed a 64-page market research report to provide in-depth insights and support the brand strategy. 

Launch events

We held three launch events to promote the new platform, communicate directly with businesses and training providers and discuss the report’s most impactful elements.

Website development

Designed and developed a new website featuring the brand’s striking look and feel, providing a comprehensive platform for skills development.

Results

• Successfully created a new brand identity that aligned with Council-branded campaigns. 

• Hosted workshops with over 30 stakeholder organisations. 

• Developed a brand toolkit, a market research report and a 60-second explainer animation. 

• Launched a new website to support skills development in the West Midlands.

So, what are the secrets to strong creative direction?

In summary, good creative direction is essential for effective brand building. It ensures consistency, helps your brand stand out, creates emotional connections, aligns with business strategy, allows for adaptability, and enhances brand perception.

By focusing on building strong client relationships, understanding the brand, collaborating with stakeholders, asking the right questions, nailing the creative brief, and identifying a clear brand identity, you can create a brand that not only survives but thrives in today’s competitive landscape.

If you’re considering new branding or would just like to know more about the ins and outs of design projects, give us a shout. As an experienced Birmingham brand and design agency, Liquid always keeps up to date on the latest trends and insights from the creative industry, so you don’t have to.