Brand Necessity

Headed by Lulu Raghavan, one of India’s most influential 50 women, Landor Mumbai is a leader in strategic brand and design consultancy. The team talks to Creative Gaga on how their approach is unique in handling branding and rebranding for some of the well-known clients.

- Lulu Raghavan

CG. How do you start the process of design? What role does colour, typography, scale and other visual tools play in order to achieve the final output?

LM. The process of design exploration always begins with defining the brand and what it stands for. We use Landor’s proprietary tool, the Brand Driver Platform, to briefly capture the desired meaning of the brand. This brand meaning is then reflected in design through different manifestations. To start the design process, we undertake exhaustive colour, typography and photography studies to arrive at all possible considerations for the brand’s visual expression.

CG. What are the key points you consider along with the client's brief before you start working on branding or rebranding?

LM. Before we start, it is important to evaluate the necessity of the change. The degree of change needed should also be paid attention to. Some questions which need to be answered before taking a call are:

Does your brand need tweaking or a complete overhaul?

What does the future of the company look like?

To what extent is the organization changing?