Building a Brand – Redesigning a Business Start to Finish

#Business #Entrepreneurship
#designprocess #industrialdesign #MechanicalKeyboard
▬▬▬▬ Video Overview ▬▬▬▬
At the start of 2025, I joined Mode as their Chief Design Officer with my first task: rebranding the company. Working alongside my colleague Ben Burns, we embarked on an extensive branding process that follows the Double Diamond framework: Discover, Define, Develop, and Deliver.

Our discovery phase involved deep research into customer insights, market positioning, and brand values. This led us into the Define phase, where we synthesized our learnings into clear design challenges, focusing on creating products that feel thoughtfully crafted, designing a high-end yet humble brand identity, and developing an intuitive website experience.

In the Develop phase, we explored various visual directions through stylescapes. We then carefully selected the brand colors and typefaces, curated our imagery, and refined our product direction. In the final Deliver phase, we refine our best concepts into a clear brand strategy and refreshed identity system for Mode Designs.