Designing A Business, Part 1
7 February 2018
Over the past few months, we have been building our company. To Eleven represents our values, our experience and an aspiration for a better way of working. We have taken our ideas and turned them into a real business with a structure and an proposition that allows us to help others.
Our company is still young, but getting to where we are now has been a brilliant creative challenge. This three-part series explains how we went about designing our business.
Sometimes, it’s really hard to get stuff done. Between us, we’ve worked with many different organisations and on many different projects. Despite having dedicated people with good ideas, innovation just doesn’t happen easily.
Without innovation, organisations suffer. So, with this in mind, we had our purpose. To Eleven would help ambitious leaders in complex organisations execute bold ideas. Our company would be an alternative to bureaucracy. We would offer a creative culture and a space away from organisational complexities where innovative ideas could be turned into real things.
A Brand That Zags
With our purpose defined, we needed a brand that would tell our story and help us stand out. We believe that business is about people. However, this often seems to be forgotten by many organisations looking to portray a ‘professional’ image. We were never going to get excited about a stock photo of smartly dressed business people smiling and pointing at a graph on a whiteboard. We needed a brand that would make business less corporate and more human.
To help us define our brand, we used methods such as those detailed in Marty Neumeier’s book Zag and the creation of brand personality word maps. Doing this gave us a structure and helped us to determine the things that were most important to our brand and to define how we would stand out.A core part of our offer is our ability to take ideas and turn them into something visual and tangible. Our visual identity needed to reflect our character and our beliefs. We created look boards to test different colour combinations. We designed different variations on our logo to make it more distinctive. As a result, neon colours were the clear winner.
Who Should We Help
Human needs will always be at the heart of any project we undertake. Therefore, we needed to make sure that our business idea and our approach would actually address the needs of the a potential customer group. We needed feedback.