We believe that the best brand identities are mnemonic devices, vehicles for meaning-making, and containers of embodied emotion. The best identities grow in significance and depth through usage, application, and varied yet consistent repetition. We believe in clear communication through refined simplicity. The less muddled an identity, a symbol, an idea — the better it communicates. We seek flexibility, appropriateness, and resonance in all the identity systems we help create.

We begin all of our projects by developing a clear understanding of our partner's organizational ambitions and goals. More specifically, we endeavor to understand our client's origins, ethos, value propositions and differentiators, brand and company values, missions, visions, market sectors, and market positions. Where applicable, we work to further inform and refine these ideas. We believe this knowledge is vital to appropriately consider public perception and desired image, how the work should look/feel, market opportunity, and the cultural constraints that may affect the work's realization and ultimate success. In summary, we seek what's most essential — to yield what's most resonant and realize maximal brand communication potential.

The design process begins only when we've reached a near-certain understanding of our partner's ambitions and goals. We start with a broad exploration at the edges of what's possible and hone iteratively to determine the most promising solutions for review. Then, through a series of presentations, feedback cycles, discussions, and revisions, we agree on the most desired, most appropriate direction.

Once a direction is determined and all associated communication systems refined, we explore a range of in-situ applications to ensure effectiveness, the potential for adaptability, and scalability. This process is cyclical as it applies to all deliverables. Conceptual work is approved, production is performed, and standards are created.

Regarding collaboration and implementation, Berger & Föhr's role varies. Often we assume all aspects of creative execution, serving as in-house out-of-house strategic design resources. Sometimes, we're part of a much larger cross-disciplinary team. Others, we simply focus on visual identity systems or brand identity. And occasionally, we design particular assets, create standards, and determine guidelines, serving as advisors to in-house personnel. When it comes to how we collaborate, we have no clear preference as long as the experience aims to be a rewarding one. Instead, we aspire only to promote the most efficient use of our energies and our partner's resources while ensuring the best possible implementation outcomes.