Positioning Before Design: Why We Do It in That Order

A logo redesign without a positioning decision behind it just makes the same undifferentiated business look tidier. Before any visual work starts, we run a half-day workshop mapping what you actually do better than the three competitors your customers compare you against, and write that down as a single sentence everyone in the business can repeat. Every subsequent design decision, from colour to tone of voice, gets tested against that sentence rather than personal taste.