Branding
 

The 'Spirit'

When defining a positioning narrative, we’ve found success by tapping into the innate in order to identify and gain insight behind reasons for specific behaviors and opinions. Whether this be an individual person, a sector, place, etc. This intel paired with market research and business objectives provide a ground upon which we craft positioning and messaging. 

As the project evolves, this 'spirit’ becomes a shared space for all those whom engage it -- and either you are keyed into it or you are not. 

For project partners, 'spirit' should be instinctual, a common ground, thus a barometer for decision making. For designers, it should provide a point of reference for how an offering should: look, sound, taste, and ultimately ‘feel’. For the market, it should be subliminal thus hitting the gut and ultimately driving engagement.

For Forge, getting to ‘the spirit’ has become a rewarding way to investigate and define problems in order to formulate strategies and create compelling market engagements.