What does this all have to do with my work in brand identity design and Big Ideas? Well, to uncover the Big Idea behind your brand identity, one has to answer Buechner’s two questions. (a) What brings you deep gladness? And (b) where do you feel the world's deepest hunger? It's in between those two questions that your Big Idea emerges. (a) Are you willing to go there? Or, (b) do you want a new logo (or app)? I’m looking for partners who are (a) willing to go there. We may not go there perfectly, but at least we’ll try.
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Whether you consider yourself religious or not, you’re likely familiar with these words from the Gospel of John in the Bible. It's a form of the creation story. Beyond religious belief, I consider this a description of the design process because I believe that words drive design. More specifically, words drive effective design.
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It (the Big Idea) tells who you are and shows the good you offer to people. It brings your team together and invites others in. Big Ideas are simple yet lofty. They bring clarity to the complex. They need to be understood immediately and easily shared. Like a person, organizations are compelled by their unique identities and callings—that’s Big Idea territory
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