98 Contextual Inspiration

The inspiration behind identity programs often comes from the context of their constituent parts. Where is the identity going to be experienced? What materials or techniques might provide an inspirational/aspirational experience in that context?

Designers need to see firsthand the places where their identities are going to be applied. If you’re designing a program for a grocery store, go to the store. Go a competitor’s store—better yet, go to several competitors’ stores. What’s going on in these stores? How are people interacting with other brands? What works? What doesn’t? Look for patterns. Inspired solutions often reveal themselves when you take the time to understand the context.

Sometimes, the inspiration for a program comes from one breakthrough insight about one element of the program. If an inspired approach solves one important problem really well, how might that idea be extended to other program materials? What program elements can be designed to echo or reinforce the idea? Inspired programs maintain a sense of vitality often spurred by a few simple artifacts.

Okanagan Spring Subplot Design Inc.
Matthew Clark, Roy White, Jeff Lewis, Lana Porter Group, Clinton Hussey, Raeff Miles, Total Graphics, Rayment Collins, Rhino Print Solutions

Some of the best program ideas come from customer empathy—understanding the customer context. The craft beer drinker targeted by Okanagan Spring has an appreciation for handmade ales and natural ingredients.