Building a Brand – Redesigning a Business Start to Finish

Video Description

Watch the entire behind-the-scenes process of building a brand. 🛍️ Thanks to @shopify for sponsoring this video: https://www.shopify.com/matthewencina/ ▬▬▬▬ Video Overview ▬▬▬▬ At the start of 2025, I joined Mode as their Chief Design Officer with my first task: rebranding the company. Working alongside my colleague Ben Burns, we embarked on an extensive branding process that follows the Double Diamond framework: Discover, Define, Develop, and Deliver. Our discovery phase involved deep research into customer insights, market positioning, and brand values. This led us into the Define phase, where we synthesized our learnings into clear design challenges, focusing on creating products that feel thoughtfully crafted, designing a high-end yet humble brand identity, and developing an intuitive website experience. In the Develop phase, we explored various visual directions through stylescapes. We then carefully selected the brand colors and typefaces, curated our imagery, and refined our product direction. In the final Deliver phase, we refine our best concepts into a clear brand strategy and refreshed identity system for Mode Designs. ▬▬▬▬ Links & Resources ▬▬▬▬ Using some of the links below, I may receive a small commission at no extra cost to you. This is the easiest way to support me and helps me continue making content like this for you. Thank you 🙏 Follow Mode Designs Website: https://modedesigns.com YouTube:  @modekeyboards  Instagram: https://www.instagram.com/modekeyboards/ Follow Ben Burns Website: https://mrbenburns.com YouTube:  @mrbenburns  Instagram: https://www.instagram.com/mrbenburns/ 🧑🏻‍💻 Learn from the Futur Stylescapes: https://www.thefutur.com/course/stylescapes?affiliate_code=4ae918 Brand Strategy: https://www.thefutur.com/brand-strategy-fundamentals?affiliate_code=4ae918 Brand Style Guides: https://www.thefutur.com/course/brand-style-guide-kit?affiliate_code=4ae918 Project Management: https://www.thefutur.com/course/practical-project-management?affiliate_code=4ae918 📖 Zag by Marty Neumeier: https://amzn.to/43SsxP5 🔷🔷 Learn about the Double Diamond Design Process: https://www.designcouncil.org.uk/our-resources/framework-for-innovation/ 🏢 Learn about all the details of my studio office here: https://www.modmusings.com/blog/mod-musings-studio-desk-setup 🏠 Learn about all the details of my home office here: https://www.modmusings.com/blog/home-office-2024 🎥 My video gear: https://kit.co/MatthewEncina/matthew-encina-s-essential-video-kit 📝 The Notion Template I use for my videos: https://www.modmusings.com/video-production-template 🎧 Did you like the music? It's from Musicbed. Start a free trial: https://fm.pxf.io/matthewencina ✍🏽 Reusable paper (whiteboard): https://swipies.co If you're reading this, drop a coffee ☕️ emoji in the comments. ▬▬▬▬ Video Chapters ▬▬▬▬ 00:00 – My first task as Chief Design Officer 00:31 – The backstory of Mode & Matthew 02:28 – Why rebrand? 03:03 – Overview: What is a brand and the Double Diamond framework? 03:46 – Who is Ben Burns? 04:27 – Double Diamond: Discover Phase. Aligning on goals and our vision 05:20 – User and product research and customer interviews 06:16 – Building user profiles and customer journeys 07:18 – Defining our brand values and brand's personality 07:47 – How to position your brand 09:00 – Double Diamond: Define Phase 10:46 – Shopify sponsored segment 11:53 – Double Diamond: Develop Phase 12:05 – Creating Stylescapes mood boards 13:53 – Designing the UX and UI of the website 14:05 – Selecting the typography for our brand 15:21 – Selecting our brand colors 16:00 – Defining our brand photography style 16:32 – Writing our brand messaging 17:06 – Defining our new product direction 17:59 – Double Diamond: Deliver Phase 18:46 – Mode's new brand identity guidelines 20:17 – Mode's new brand strategy 21:12 – Mode's new website 21:47 – Mode's new packaging 22:02 – Mode's new studio 22:12 – Mode's new products 22:28 – What's next? ▬▬▬▬ Follow for more ▬▬▬▬ My design studio and blog: https://modmusings.com Instagram: https://instagram.com/modmusings/ Personal Website: https://matthewencina.com Personal Instagram: https://instagram.com/matthewencina/ ▬▬▬▬▬ Credits ▬▬▬▬▬ Created by Matthew Encina © 2025 Mod Musings, Inc. #Branding #Design #marketing #MechanicalKeyboard #industrialdesign #modmusings #matthewencina #designprocess #Thefuturishere #thefutur #designthinking ▬▬▬▬ DISCLAIMERS: We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for us to earn fees by linking to Amazon.com and affiliated sites.