Why Startups Need Branding – Forest Young
“Branding is not just a logo and a microsite” Head of Design at Wolff Olins, Forest Young, explains why it is critical for startups and founders to apply the right branding assignments to boost their business.
Branding is the sum of all interaction points; user interactions with the product, messaging and comms. Branding is more than having a logo and a website, it’s both the PROMISE and the ANTICIPATION of what’s to come, it’s delivery on that promise and it’s also the resolution if that promise was unfulfilled. Startup founders need to be aware of the power of design to clearly and effectively communicate with their target market and customize their branding to these users so that it resonates with them.
ABOUT WOLFF OLINS
Wolff Olins is a brand consultancy based in London, New York City and San Francisco. Founded in 1965, it now employs 150 designers, strategists, technologists, programme managers and educators, and has been part of the Omnicom Group since 2001. For over 50 years Wolff Olins creates and builds some of the most powerful and purposeful brands (e.g. Enel and The Met, Grubhub and zigbee alliance) in the world by designing from the point of view of the user, creating experiences that are for the many rather than for the few. Four areas of expertise: leadership story, customer experience, employee experience and equipping to deliver.
ABOUT FOREST YOUNG
Forest Young studied graphic design at the Yale University School of Art where he received his MFA and was awarded the Mark Whistler Prize. He is currently Head of Design at Wolff Olins SF, a Critic at the Yale University School of Art, and recently served on the Board of Directors for AIGA/NY. Forest’s work has received numerous accolades from Cannes Lions, Art Directors Club, One Show, AIGA Cased, Fast Company, Brand New Awards, Print, Graphis, Communication Arts, REBRAND 100® and the Webby Awards.
Location: San Francisco
Speaker: Forest Young, Head of Design at Wolff Olins