When we sit down (or stand up, depending on what kind of desk you prefer) to develop a brand identity, it doesn’t happen in a silo.

(Not much happens in a solo silo at Brains on Fire, to be honest.) We try to bring as many brains to the table as possible, whenever possible. AEs chime in with copy ideas. Copywriters get recruited to help source design inspiration. Community Managers hop in on strategy development. This isn’t an accident. We’re a mixed bag by design. We find that the more diversity in perspective we can bring to a project, the better the thinking, the better the work, the better the outcome. So while our clients typically have a set team of standard players working on their accounts and showing up to weekly meetings, there’s a strong likelihood they’re reaping the benefits of much bigger mix of minds behind the scenes.

One of the projects a lot of us enjoy hopping in on are Mood boards. At the onset of a project, we will often start to flesh out 3+ different identities. This includes everything from colors to fonts, language to images. It can often be a challenge for some people to envision the nuanced differences from one identity to the next, so we will typically create mood boards to accompany each. (Somehow, being able to see the subtle differences seems to make it a lot easier to grasp. And in many instances, this helps a client easily gravitate toward the identity that best “fits” them.)

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