← All articles
Strategy6 min read
Positioning before pixels
If the team can’t say what makes you different in one sentence, no identity will say it for them.
Design can amplify a clear idea, but it cannot invent one. When positioning is vague, the identity work turns into a debate about taste.
One sentence first
Every engagement starts with a positioning sentence the whole team can repeat: who it is for, what it does and why it is different. It becomes the brief for every design decision that follows.
It sounds simple. It is usually the hardest week of the project — and the one that saves the most time later.
