has anyone done any pre design research?
focus groups or questionnaires asking the target market their thoughts on current design and/or what they would like to see in the future.
current problems or confusions they have surrounding existing look and feel... is their a need for change etc
Develop an understanding of the type of brands the target audiences connect and have an affinity with and why.
we have a few pitches coming up that mention a requirement for research and i'm trying to get my head around the difference between a current brand critique and responses to a new yet-to-be-designed visual identity...