Vision
At Studio Dumbar we divide our projects into two fundamental categories: visual branding and free spirit. A mix of projects in both categories creates the ‘electricity’ we are looking for with our creative team. It’s one of the aspects making Studio Dumbar a source of creative power to clients and an attractive work environment for talent.
Visual Branding
More and more businesses discover the strategic and commercial relevance of design. So what’s the best term for describing the crucial role of design in business and branding? We invented the term Visual Branding. This is design beyond the logo, beyond the static idea of a corporate identity, beyond technical terms like ‘multi-channel’.
Visual branding defines the personality of a brand and translates it into a holistic, integrated ‘visual language’. It means a shift away from strict rules, causing uniformity. Instead, visual branding ensures that a brand expresses a consistent, attractive personality anywhere, anytime, anyplace.
In the fall of 2007, strategy director Tom Dorresteijn will publish a book about Visual Branding, providing analyses and case studies of brands around the world.
Free spirit
Some projects don’t focus on strategy but on pure, 100% design power. Studio Dumbar calls these ‘free spirit projects’. Here, the designer has only one challenge: to see how far his or her creativity can go. Most of the assignments in this category come from organisations based in arts and culture.