Make, test, refine.
Repeat. Repeat again.
In the first instance, our task was to synthesise the thinking and conversations in order to define the key brief and strategy.
We distilled walls of post-notes, whiteboard scrawlings and Keynote presentations into a succinct brief that would enable us to begin shaping the MID brand expression.
We ideated and prototyped a series of narratives and naming options that would help to articulate and communicate the concept, enabling the stakeholders to settle on an agreed path forward.
For testing, refinement and validation with the core stakeholder team, we facilitated a series of workshops at our studio exploring multiple creative directions, navigating a string of unexpected hurdles and rallying together the large group to make sure that everyone was onboard.