Thematic articles

About signs, stories, meaning

On Signs, Stories, Sense

In both architecture and brand identity creation, the success of the enterprise is determined by the extent to which they - the architecture and the brand identity - are inhabited, and this relationship is comfortable and representative of the inhabitant. A best practice for both domains is the snail: can you imagine it leaving its home, shedding its shell?

The brand identity must be inhabited like a house, it must be appropriated by the owner until identification so that the whole entity is in symbiosis with the corporate identity.

The fundamental elements of brand identity are, in fact, triggers for stories. The stories of course have to be about some values, some benefits that are fair in relation to the promise being made to the target audience.

But at least equally, the stories must give people something that can be transplanted into their lives: meaning. I believe the works we present here have, in addition to their own values, stories with a common meaning: hope and growth.

Read the full text in issue 1/2012 of Arhitectura magazine.

Both in architecture and brand identity process the success is achieved if the two are inhabited in a comfortable and representative way by the beneficiary. In this view, a best practice for both cases is the snail: could you imagine it deserting its house and denying its shell?

Brand identity has to be inhabited like a house. It has to be assumed by its owner until it becomes part of him - an entity that lives in symbiosis with the brand identity.

The fundamental brand identity elements are story triggers. These stories are to speak about certain values and benefits which are correct in relation with the promise made to the target.

But, in the same time, the stories have to give people one thing that can be transplanted into their lives: meaning. The three pieces of work presented below share together with their certain values three stories with a common meaning: hope and growing.