JUST Branding S05.EP20 - Bridging Strategy and Design with Richie Meldrum
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Dec 17, 2024 Richie Meldrum, a distinguished brand strategist and educator, shares his journey from copywriting to impactful branding. He discusses the vital connection between strategy and design, emphasizing how aligned branding fosters cohesive identities. Richie's insights on collaborating effectively between designers and strategists are invaluable. He also explores the importance of understanding target audiences, the role of storytelling in brand identity, and the need for research in developing strong branding strategies.
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Richie's Non-Linear Path to Brand Strategy
- Richie Meldrum's career path began in journalism and creative writing, not branding.
- He transitioned into copywriting unexpectedly, which led to brand strategy.
The Importance of Pre-Work and Narrative
- Early design work was visually appealing but lacked strategic depth, relying on subjective client approval.
- Richie started incorporating pre-work, like crafting compelling brand narratives, to ensure client buy-in before presenting designs.
Strategy Assists, Design Scores
- Strategy and design are interdependent, like setting up a goal (strategy) and scoring it (design).
- Strategy provides the foundation, while design brings the strategic vision to life, making it tangible and impactful.