Begin the DISCOVERY phase of the design process by conducting research on your organization.
Create a notebook or other organized, usable archive for all the information requested within this audit.
The quality of your documentation of the audit will significantly impact your ability to be successful in this project.
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STEP ONE
Describe the organization
Who are they? What do they do? Who do they do it for? What is the value of what they do? Define the objective, functional value of what they do AND define the subjective, emotional value of what they do. Do they have a vision, mission or goal statement?
Audit the communication output of the organization
Does the organization have an existing graphic identity? What are the components of the identity? Logos, typefaces, colors, image elements.
What other expressions are used to represent the organization? These include corporate seals and stock certificates, business cards, invoices, the greeting on the voice mails, news releases, uniforms, vehicles, plants, showrooms, sales bulletins, sites on the internet, print and TV ads, background sounds and smells in offices, signs on the streets and office buildings, merchandise aids, sales kits, instruction manuals, products as such, packaging, point–of–purchase displays, coupons, advertising, videos, product graphics, product materials, product styling and on and on. How can we give structure to this list? Can we sort these identity elements into categories that entail common management tasks?
Collect samples of these communications and brand expressions.
Collect as many materials as possible. Use photography or other recording media to document the expressions that you cannot physically collect.
Audit the communication messages of the organization
What messages do all these materials carry? Are there slogans or promises about their products. services or culture? Are there messages about specific features or benefits of their products or services?
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STEP TWO
Analyze the expressions and messages
Are the messages consistent? Do the messages vary? If so, how? Do variances seem deliberate? Can you identify different messages for different audiences? Does this seem accidental or intentional?
Collectively, do the expressions and messages represent any themes?
Do these expressions seem to tell a story or represent an idea? Themes may be inspired by a variety of sources including mission, vision, objectives, strategies; core capabilities; legacy; personality; values.
What styles do these materials express? Break down the styles into
individual elements of visual communication.
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STEP THREE
Describe the internal attitudes within the organization
What are the different divisions or groups inside the organization (management, different staff groups, functional departments or divisions)? What do they think about themselves? What do these internal groups think of each other? How do they describe themselves?
Describe the external attitudes about the organization
Who are their primary audiences? What do their primary audiences think about them as an organization? What do they think about the organization’s products or services?
What about secondary audiences (like suppliers, manufacturers, investors or media or industryanalysts): Who are they? What do they think about the organization? Are all these perceptions and attitudes consistent? What attitudes are inconsistent? Why are there differences of opinion? Why are attitudes consistent?
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STEP FOUR
Define the context in which the organization functions
Define the COMPETITIVE context in which they function.
Do they compete for the attention of their audience?
What other organizations are similar?
How are they different from others in this same context?
How do their competitors communicate?
How does this context effect the communication needs of the
organization? Describe these needs that result form the context?
Define the PHYSICAL context in which they function.
Where are their products or where do they offer their service?
Do they “control” this environment or are they in an arena that they
do not control (likeagrocerystore)?
Where do they distribute their communication materials?
Where do they advertise or communicate ? What are the perceived
values of the venue in which they choose to communicate?
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