James Heaton: "Among the many positive..."

"Among the many positive consequences of their now having a well articulated brand that is true to their organizational vision, is that the brand serves to facilitate the process of developing graphic design executions for them. Before the re-brand, every new report was a unique design concept adhering to loosely defined and mostly intuitive brand attributes. Brand acceptability needed to be vetted directly with the Executive Director. This process relied very heavily on the content of the particular report, which in and of itself is not bad, but this, along with the absence of agreed upon guidelines, resulted in only tenuous stylistic connections among reports, and both the organization and the designers had to spend a good deal of time developing and approving a design style for each report. The resulting lack of continuity is manifest even among reports designed by the same graphic designer."

—James Heaton, Brand Impact on CSI Reports

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