Design philosophy
Strategy + Values + Feeling = Visual Alignment
Many studios will focus hard on the strategy (because it is important). But of equal importance is how your brand feels (to you, and to your target audience), as well as the values and beliefs that fuel the mission behind your brand.
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Aesthetics are great, but design is primarily a problem-solving tool. Our design methodology has been developed over the last decade and is rooted in rigorous design theory and strategic planning, sprinkled with a good dose of “I’ll know it when I see it”.
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We’re focused on designing against the trends to create legacy brands. Our design methodology is rooted in rigorous design theory and strategic planning to ensure that your brand resonates with your ideal customers now, and for decades to come.
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Brands must exist beyond a screen. The brands we create are multilayered, utilise all five senses and consider how people will feel when they interact with the brand. You want a brand that looks great. What you need is a brand that makes people feel great.
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Creative fields will shape and save the future. Creativity is a necessity, not a luxury. Visual communicators play a pivotal role in creating the future, shaping public opinion and driving change.
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Brands made for real people in the real world. At every step of our process, we’re considering how your customers will engage with your brand and how to build a seamless and supportive experience for them.
Process
01 / Goals
We begin by setting goals for the project and exploring a creative direction.
02 / Design
After gaining a thorough understanding of your goals for the brand, I get designing.
03 / Refine
A collaborative process of refinement until the design is just right.
04 / Launch
Time to launch your shiny new brand into the world!
Responsibility
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Darcy Lane exists to amplify the impact and raise the status of social impact businesses.
Believing in my clients' work is the foundation of my partnership with them. Design is a problem-solving tool, one that can be used to empower and revolutionise the world through visual storytelling. Impact isn’t a buzzword; it’s my compass.
I'm also committed to broadening how responsible businesses brand themselves. Regenerative business is the way of the future, and responsible brands need strategic support to become industry leaders.
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These are the values that are my compass:
— Do what you say you will. This is one of the primary ways that we can build trust and live in integrity.
— Take full responsibility for the way in which you show up in the world and your impact.
— Collaboration and community is at the heart of business. Any kind of business. Ultimately I want to do good work for good people.
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As the capacity of the studio grows I'm able to take on more pro bono projects to support causes that need to be amplified.
So far in 2024 I've completed one pro bono project.
If you have a pro bono project in mind that we could help you with, please get in touch at hello@darcylane.co.
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Building a regenerative business and making a commitment to people and planet is a life-long project. Although I've put some foundations in place and am learning every day, I'm always looking for ways to improve.
Two of the goals that I'm working towards are to become a carbon positive company, and to get B Corp certified.
If you have thoughts or suggestions about how I could improve, please feel welcome to reach out at hello@darcylane.co.
I chose to work with Felicity because I loved her style and when we spoke I felt like she really understood who I was and the direction I wanted to go in for my branding. My favourite things about working with her are her kindness, patience, understating and clear communication. She’s always open to any changes I want to make and really goes on the journey of creation with you.
Jamie-Lee Jones
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