Innovation by design - Centre for Design Innovation

Brand is a thousand small gesturesInfacta brought different employeesalong to all three workshops in orderto expose as many staff as possible;from the CEO to reception. However,the penny dropped at the brandingworkshop. “Every workshop wasexcellent, but one in particular was thebrand touch points. It seems so obvious,but made so much sense. You’re like,damn, these are so important. We needto sharpen our game up here.”In the days following the workshop,in true Internet time, the Infacta teamquickly contacted an establisheddesign agency to draft a brief for a totalre-brand. Martin reflects “that was amistake on our part, but we had goodfeedback from other companies andwe’re like ‘Why do we need to wastetime vetting other companies?’ We wentahead and did it, but their first26|27 CASE STUDY THREE: INFACTAdocument left us completely flat. Wewent back (to our Design Associate)and did it the proper way. Helping withthe design brief was key. We had noexperience with that.”After creating a written brief internally,Infacta sought proposals from five Irishand one UK agency before choosingDonegal-based design firm, CartonLeVert. “One of the main legacies ofthis (programme) is our new brand andhow our brand is perceived. We’re goingto completely re-work everything wehave. We’re going to have completeconsistency.”It was clear after some initial workthat the company name needed to bechanged; a difficult task on its own butbeing an Internet-based company, madeeven more so by having to secure a .comname. “100% of our customerscome through our website. Thedomain name is critical. This cannot beunderestimated.”Infacta and Carton LeVert keptemployees involved throughout theprocess. “We had a workshop with all theemployees and they got a better senseof the whole. It was great for them tosee what we were trying to achieve;how design affected not only marketing,but products and customer service.I think everyone realises now thatthere is something in this.” The newcompany name hasn’t been determinedyet, but “there are some great namesfloating around.”Martin pulls out a big brand comparisonto make his point. “Apple didn’t justwake up one morning and have all thiscool stuff. Their brand is always thesame. When you see something yourecognise it is an Apple product.”