Papers by Riikka Iivanainen
Making sense of an organization’s future is an inherently complex activity. Consequently, to deve... more Making sense of an organization’s future is an inherently complex activity. Consequently, to develop new ideas in strategy work, managers and consultants create visualizations such as process maps and matrices and utilize material such as flip charts and sticky notes. Several studies have identified visual material as meaningful for both individual and collective sensemaking. Moreover, in the context of strategizing, research has demonstrated that visualizations can be utilized to both promote and limit the creation of new meanings. However, while it appears that visual material could be applied to guide sensemaking, it is unclear how organizations intentionally utilize visual approaches to drive the process forward. This thesis examines the role of visual material in coordinating strategic sensemaking. The aim is to explore how visual material can be utilized to facilitate the sensemaking process and what organizations should consider during that process. The thesis is based on a c...
Aalto-yliopisto, PL 11000, 00076 AALTO www.aalto.fi Taiteen kandidaatin opinnäytteen tiivistelmä ... more Aalto-yliopisto, PL 11000, 00076 AALTO www.aalto.fi Taiteen kandidaatin opinnäytteen tiivistelmä Tekijä Riikka Iivanainen Työn nimi Branding through visual design: A case study of a company's visual identity guided by brand values and story Laitos Design Koulutusohjelma Design Vuosi 2017 Sivumäärä 57 Kieli English Tiivistelmä This thesis is a study on how a company can use visual design in branding. A company's visual identity has previously been studied mostly through corporate identity and from the perspective of designing individual identity elements. Visual design in all of its applications including products, environments and information has received less attention. The objective was to investigate what kind of considerations building and managing a visual identity requires and in which parts of branding visual design can play a role. Evaluating the effectiveness of the chosen approach to visual design was left outside the scope. The topic was studied through a literature review and case study. The Finnish distillery Kyrö Distillery Company was selected as the case company because of its active branding efforts and broad use of visual material. The case study was divided into visual research and interview with the company's marketing manager. The objective of the visual research was to gain an initial understanding of the case company's visual identity. The interview was conducted to shed light on the decision-making and challenges behind the visual identity. Since the study was a single case study of a company in the distinctive alcohol industry there are limitations to applying the findings to all businesses. In branding visual design can be used to differentiate products, create brand awareness and justify a premium price. The case study findings suggest that companies can approach creating a visual identity through their brand values and story. Companies should consider how different visual identity elements relate to each other as well as to the other senses. One of the biggest challenges is maintaining a coherent and consistent visual identity when collaborating with various other parties. Companies can benefit from clear instructions, a design manual and especially from centralizing visual design to one trusted design agency. This thesis provides a starting point for companies planning to create or redesign their visual identity as it highlights some of the main considerations and challenges when managing visual design. Visual design can be a powerful tool in branding and an alternative to traditional advertising.
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Papers by Riikka Iivanainen