Finding wonder in the paradox

I’m fascinated by the idea that we, as people, don’t possess or express one authentic self. It’s disappointing to hear I know, yet I believe the better we know our many selves, the more adaptable and confident we can be. Sorry, this isn’t a self help guide. But a helpful way of applying what we know about humans to brands.

Applying the theory of multiplicity to branding could feel contradictory to what many think makes a good brand identity – consistent, unique, clear and focussed. But to create a relatable brand which people feel connected to, we really should welcome and unify a brand’s many selves.

Welcoming the many selves

During the discovery phase of a brand project, we ask what words and feelings are associated with an organisation, both internally and externally. We often find ourselves reassuring the team when conflicting words arise, it’s tempting at first to dismiss opposing attributes when they don’t neatly fit together. But with a gentle nudge, clients swiftly join us in finding the wonder in the paradox.

Unifying the many selves

Opposing attributes fit together and strengthen when visual styles are delicately balanced. By unifying contrasted elements we create something unexpected, a true reflection of an organisation’s core attributes and offer a unique brand identity that the team can proudly own.

If we didn’t already know about these design details, we wouldn’t consciously notice them (unless you’re an eagle eyed designer like me). But all these little things play an important role in painting a picture of what an organisation is like to work, play, partner, speak or collaborate with.

Project example: Everybody

Following a strategic review, wellness-marketing agency Everybody, redefined their value proposition and purpose. This led us to facilitating a brand workshop, where we dug deeper into the agency’s qualities to envisage how their new brand could look and feel.

During the workshop keywords arose, such as Scientific, Creative, Pioneering and Human. But when prioritising, grouping and placing them side-by-side, tension became visible.

Different visual styles were explored to reflect the agency’s varied qualities. At first scientific and creative elements felt at odds with one another, but by welcoming and unifying the many selves, we created an unexpected brand which conveys both the agency’s warm culture and sector-specific expertise.

Continuing to look beneath the surface

Through self exploration and brand discovery I’ll continue to look beneath the surface, to create identities that are multifaceted yet consistent, unique, clear and focussed. Even it feels a little uncomfortable at times.