|Institution:||Delft University of Technology|
|Keywords:||brand-based thinking; design tool; metaphors; associative thinking|
|Full text PDF:||http://resolver.tudelft.nl/uuid:cf3ea16d-86fb-4137-b457-7611b451b2b0|
This master thesis is about the design process of the modern creatives who work at Fabrique, a design agency in the Netherlands. To many the process of designing as successfully As Fabrique, can seem otherworldly. As Arthur C. Clarke once so aptly wrote: “any sufficiently advanced technology is indistinguishable from magic.” So how can Fabrique repeat their ‘magic’ time and again? The key lies in the fact that they are brand-based thinkers. Brand Sync helps these talented designers by improving their ability to perceive and understand the world from the point-of-view of the brand. By using metaphorical associations, the tool helps bring a new and meaningful perspective to what the brand’s role in the life of its customers could be and how to manifest it in everything it does.