68. Planning for Change

Every opportunity to keep the identity program fresh and relevant also represents an opportunity to react to changing market conditions and shifting customer needs. Programs provide the necessary space for an identity to evolve, but change just for the sake of change doesn’t necessarily contribute to a better brand experience—just a different one. Designing dynamic programs requires knowing what should remain constant.


Brian Collins, Maja Blazejewska, Satian Pengsathapon, Jason Ring, Iwona Waluk, Weston Bingham
Read more at Peopledesign.com