Converting Branding Message to Design Concept. The creative side of a brand message involves figuring out how to say “it”. We refer to this as “designing the message.” The art of message design involves creating an impression with the most relevance, inventiveness, and impact.

The Brand message must be placed into a usable design concept. This design concept may begin as a phrase, an image or a word. If a phrase or word, the next step is to try to visualize what the concept looks like. If it begins as an image, the next step is to try to come up with words that express what the visual is saying. The ideal concept is expressed simultaneously through both visual and verbal elements. Words and pictures reinforce one another.