By Morag Cudderford-Jones

We hadn’t done a lot of traditional marketing or storytelling. Design has impacted the way we evolved our product, how we thought about building the brand and that has really differentiated us. We really focus on authenticity and how we marry design with intention. It’s honest, sometimes provocative and that’s what we’re about.

In reality, the world is full of start-ups, competition and tensions. It takes more than designing a brand, it is understanding what you offer and what’s unique about you. What’s your differentiation beyond a marque or visual system. What you stand for is where you stand out.

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Source: Marketing Week