Process

Grand & Weller’s Brand Axis is built on the intersection of artistic and scientific disciplines. After progressing through the Brand Axis, Grand & Weller’s clients are best positioned to build brand culture internally and communicate that brand externally.

Analytics

Grand & Weller’s Brand Axis starts with Analytics. From qualitative to quantitative, the subjective to the statistically significant, Grand & Weller’s advanced research methodology and tools yield invaluable information and insights about brands internally and markets externally.

Architecture

With the foundation of Analytics in place, Grand & Weller develops brand Architecture. Working closely with clients, we initiate strategic planning as the Axis narrows toward a Big Idea that captures the organization’s identity. A strategic framework for that identity is then developed through formal brand positioning and messaging.

Aesthetics

From Architecture, Grand & Weller moves on to Aesthetics. With the Big Idea identified, the Axis expands as we develop our clients’ visual identity and corresponding promotional materials. These assets are a direct expression of the brand Architecture and directly address the findings of the Analytics. These materials are then leveraged for brand culture and communications.