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Identity

Overview

Before navigation, content, colors, typefaces and even goals comes identity. The most critical phase of any project lies in the discovery process where an organization's mission and core values are explored and articulated. The information reveled in this process forms guidelines for all further decisions.

When forming the goals of a project, each potential goal is held up to the identity of the organization for consistency. For example, a company that values education and empowering individuals will need to think twice about a customer relations system that does not provide visitors with a self-help component such as FAQ or knowledge base.

The identity also helps direct the decision making process towards certain solutions. For example, an organization that characterizes themselves as innovative, energized, creative will want a website with a design that reflects these characteristics and not one that uses a more traditional design.

Importance of Values

Core values represent the compass by which an organization operates. They provide a framework from which all decisions and directions are measured. They form the culture. To learn more about core values and explore yours, click here

Exercises

The term "exercises" might suggest the Identity Phase is a mechanical, rigid process. On the contrary, it is a more organic process focusing on conversations and the development of three documents. Each of these "documents" can be viewed in the context of an individual project but can easily be adapted to an entire organization.

  1. Detail Tree is an outline that starts with the essential concepts involved with the project and each level further defines these concepts. Each level is further defined until a satisfactory level of detail is obtained. see guide and examples.
  2. Elevator Story a short story that relates the key factors associated with the project, conveys the values of the organization (as the relate to the project), and motivates the listener to want to know more. see: Developing an Elevator Story
  3. Postcard is similar to an elevator story but it in a visual medium. As an elevator story, it should relate key factors associated with the project, conveys the values of the organization (as the relate to the project), and motivates the listener to want to know more. see: Developing a Postcard