Minimum Loveable Brand

A modern, iterative approach to brand that's fit for start ups

How can new digital brands punch above their weight in 2021?

Traditional branding processes were developed for a world where your TV ad and billboard were everything. Not anymore.

Through our work designing and launching new propositions around the world, we’ve trimmed the fat to bring you an approach to brand creation that’s purpose-built for a world in which customers discover brands digitally-first.

An MLB approach will help you...

Create a genuine connection with culture image

Create a genuine connection with culture

Find relevance quickly and punch above your weight against established brands by connecting with zeitgeist on both a product and brand level.

Design memorably branded digital interactions image

Design memorably branded digital interactions

Don’t retro-fit a brand designed for billboards when your customers are experiencing it digitally first. Make sure your brand signature is felt through every important digital interaction.

Save time by only creating what is necessary image

Save time by only creating what is necessary

Get to market faster with a customer-tested brand by only executing your brand across the channels and assets you need right now.

Find a customer-driven purpose with longevity image

Find a customer-driven purpose with longevity

Avoid word soup and build meaningful brand foundations from which to iterate. So when you scale up beyond early adopters, your brand ethos feels consistent and genuine.

Bake brand development into your product sprints image

Bake brand development into your product sprints

Brand development shouldn’t be a side project or an afterthought. Iterate your brand ID and messaging alongside your MVP product experience.

The key ingredients

Stories to be told image

Stories to be told

By employing our Stories-to-be-told canvas to understand the innate tensions in our audience’s culture, we can build a culturally relevant and credible proposition – with a strong, connected brand purpose.

The Brand Stack image

The Brand Stack

We’ve indentified the minimum set of ingredients to launch a loveable digital brand, and a method to build them up as you develop your proposition.

Brand-connected design system image

Brand-connected design system

A design system without brand is just a toolkit. We build brand-connected design systems that allow you to take an iterative approach to brand without slowing product design.

The authors

Will Jones photo

Will Jones

Head of Design

Will leads the design tribe at 11:FS, pushing the quality of our design thinking, brand development and experience design.

Mat Skitt photo

Mat Skitt

Lead Designer

Mat works closely with our research team, to craft informed, best-in-class proposition designs that drive tangible growth for our clients.

Vanessa Lea photo

Vanessa Lea

Senior Customer Strategist

Vanessa specialises in applying customer insight to various different business needs, as well as designing and employing JTBD and UX methods.

How can 11:FS help your brand?

Culture connector

Build a brand that gives you membership into the community and culture you serve. We combine ethnographic techniques and cultural analysis to decode the zeitgeist shaping your customers’ goals, mindsets and aspirations. Build on top of the research that will have already informed product design to arrive at your Story to be Told.

Minimum Loveable Brand creation

Whether you're just starting up, or scaling up and looking to inspire more love from your customers, our lean brand creation process can give you the right brand ingredients. Beautifully designed brand, deeply connected to culture and customer, elegantly weaved into your product experience.

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