Process for Strategic Character Design

A character is an element that plays a role in the Brand Identity. It reduces the distance between a company and its customers by creating a friendly identity that people can sympathize with and relate to. When developing a character, it is necessary to establish a strategic concept in order to maximize the marketing and communication benefits. The process of character design goes through the following four steps.

First of all, Bravis clarifies what the purpose of deploying the character is. We make sure that the use of a character fits with marketing and branding goals, and show that the introduction of a character is a necessity. After fixing the character’s coverage zone and application policy to ensure consistency with the brand identity and a clear division of roles, we establish the character concept. Expressing a certain point of view is an important part of character branding. When creating the basic character strategy, we therefore create a brand story that expresses the character’s worldview.

After having created the basic brand strategy, we then confirm the design preconditions and establish the development directions and development criteria. Once the brand story is established, the next important thing is the design of the central character. The process of character design development follows the process of strategic brand identity development.

Once the character’s core design elements are decided, we create a character design system to govern the practical use of the character and the design of application items. The development of the character design system is conducted according to the strategic process of the Brand Identity design system.

We develop a management manual that guarantees that character design system is applied and managed consistently over the long term. The development of the character design manual is conducted following the development of the brand identity management manual.