Lately I’m thinking about design and trying to better understand the relationships between story, strategy and design.  Those organizations that artfully weave purpose, passion, performance and aesthetic have high performing brands.

In theater the script is story, the Director provides the strategy, and design permeates every sight and sound the audience experiences. Nothing in theater is arbitrary…nothing. The fewer resources you have the more creative you are. Instead of creating realism on the cheap, you take away everything non-essential to the world of your play.  It’s easier to maintain artistic unity with less clutter. What’s left looms large and the meaning of each symbol is clear, if not to the audiences brain, then to the universal subconscious. This is what you want your brand to do. Connect down deep where people make important decisions…emotionally. Value design, it matters. Design helps clear the path so customers can validate their connection to your brand.

Ida Cheinman is the Principal and Creative Director at Substance 151, a Baltimore-based regional strategic brand communications firm. Her article, Rebranding: The Moment of Truth is excellent. I want to share it with you. The premise is that you need to “begin with the end in mind,” have a clear vision of the rebrand goals and outcomes. The story of change comes in many forms. This is one.

Ida and I got acquainted last summer over a cup of coffee. I like how her firm, Substance 151 integrates design, story and strategy.