Print Email Facebook Twitter Brand Sync: A creativity tool for the designers of Fabrique that facilitates brand-based thinking Title Brand Sync: A creativity tool for the designers of Fabrique that facilitates brand-based thinking Author Timmermans, J. Contributor Stappers, P.J. (mentor) De Jonge, F.M. (mentor) Faculty Industrial Design Engineering Department Industrial Design Programme Master of Science Design for Interaction Date 2014-02-07 Abstract This master thesis is about the design process of the modern creatives who work at Fabrique, a design agency in the Netherlands. To many the process of designing as successfully As Fabrique, can seem otherworldly. As Arthur C. Clarke once so aptly wrote: “any sufficiently advanced technology is indistinguishable from magic.” So how can Fabrique repeat their ‘magic’ time and again? The key lies in the fact that they are brand-based thinkers. Brand Sync helps these talented designers by improving their ability to perceive and understand the world from the point-of-view of the brand. By using metaphorical associations, the tool helps bring a new and meaningful perspective to what the brand’s role in the life of its customers could be and how to manifest it in everything it does. Subject brand-based thinkingdesign toolmetaphorsassociative thinking To reference this document use: http://resolver.tudelft.nl/uuid:cf3ea16d-86fb-4137-b457-7611b451b2b0 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2014 Timmermans, J.