From Code to Whitespace: Creating brands with brains

Tania Harrison, co-owner of the agency and head of strategy, says if the name 'Whitespace Creative' doesn't ring any bells, perhaps you still know them as Code (Company of Designers). The name was an asset for the company after winning various local and international awards, but they needed the right opportunity to reposition and introduce the change to Whitespace - a name that was registered 10 years after Code's inception and seven years before the actual change. It wasn't until 2013 that an opportunity presented itself and the agency finally started designing its own brand future around the name Whitespace, having enjoyed the benefits of the previous award-winning brand to its full.

2013 was an apt time for this as it's when they decided to take back control of the business after a few years of leaving a management team in charge. They decided to remain hands on and focused, true to their core of branding.

As with all brands, when the substance changes, the image has to play along. Whitespace, referring to all the touch points surrounding a brand, is a design term that accurately reflects this design focus.

Couple this with the fact that the arrival of the technology era brought with it the development of websites and other digital media, and it's clear that the name Code, an acronym for Company of Designers, became misleading in terms of the agency's focus and core skills.

I found out more from Harrison in terms of the agency's highlights, views on good design and what goes into designing a brand's future...

1. Highlights over a 20-year run must be plentiful. Tell us your top three.

Tania Harrison

Harrison: The highlights are many as every successful brand developed represents a highlight. I could write a book on highlights and another on lowlights - I think the latter might be much more fun to read!

But in terms of our best experiences, our visit to Kaizer Chiefs to update their logo was hugely exciting. Another was flying with Christo Wiese on his private jet, with GT Ferreira on board, being served croissants and cappuccinos - a decadently delightful way to travel from Cape Town to Johannesburg. I will also never forget a quick final telephone meeting with Herschel Jawitz about his new branding, just a few minutes before giving birth to my first born, with nurses and doctors shouting at me. That was highly memorable.

Then for Sean, it was the multiple Grand Prix design awards won in his first year of Code; a crazy happy occasion and the beginning of a short-lived belief that he was a really famous rockstar. Being an international design judge during the Cannes Design Awards was also quite an honour and mind-broadening experience.

2. What does 'good design' mean?

Harrison: Good design starts with thinking. Design without thinking is simply decoration - anyone can decorate. Good design is timeless. Decoration needs an update, good design lasts longer - like the classic white T of Calvin Klein. If it lasts longer, it becomes more entrenched and eventually iconic. Entrenched brands offer more "bang for your bucks" and these brands are much stronger than decorated brands. However, good design needs to be supported or it too will become dated. Investing in design is an investment in a company asset and the more considered and well designed the brand, the better the investment.

We can prove that our brands have turned "spend" into profit and ultimately assets on balance sheets. Branding is a business consideration, not a frivolous luxury. Brands with brains that pre-sell will produce ZMOT (Zero Moment Of Truth) results. To be competitive, you need to optimise that zero moment of truth.

Good design therefore includes strategy. We call it 'branding with brains'. We see too little of this locally and unfortunately, it is believed to be a skill that can be bought with a Mac.

3. Explain the 'thinking brain' approach or 'branding with brains'.

Harrison: The simple truth is that a brand isn't a logo, an advertisement, or a poster hung on the wall in a corporate office. It's a gut feeling about a company, and smart companies know the power of a brand "done right". This happens when everything connects through design - from virtual environments like websites to built environments like office spaces - and it all starts with an understanding of why a company or product or service matters. We call it the substance. Whether designing a company's headquarters or product, their website, or developing a new brand strategy or logo, start by asking two key questions: Who are you? Why do you matter?

The Whitespace space

Our studio is therefore required to think prior to putting pen to paper (yes, we still do this) or hands on keyboard. We talk about the effect of our ideas and the results it could produce prior to designing. Even earlier on in the process, we invest enormous amounts of time to understand the client's business or product - the substance, before we start with the image. Branding is about maximising the cognitive processes such as recall and loyalty, but the purpose at all times is to get someone somewhere. This is done with sound understanding, thinking and differentiated ideas. It is a process and the process works. There are no shortcuts.

4. What goes into designing a brand's future?

Harrison: The most important factor required is a client who truly believes in branding, a client who collaborates freely and works as part of the solution - trust. Without this, the brand stands little chance, regardless of how good we are.

Then we focus on understanding our product/service that needs to be branded to ensure substance and image achieves a balance. This is done via the application of tried and tested methodologies. Combined with a team of top achieving and creative designers who apply the design disciplines meticulously and adhere to the rules of differentiation, consistency and other basic brand rules, we seem to find the result. Our 20 years of experience makes it much easier.

For more on Whitespace Creative, visit their website or follow their Twitter feed.