The Double Diamond Framework: Solving the right problem

Jul 17, 2025 The Double Diamond Framework: Solving the right problem Every branding project starts somewhere.But too often, it starts in the wrong place. A client asks for a new logo. A website. A brand refresh.We jump in. Mood boards, fonts, mockups.But something feels off—because we skipped the most important part: defining the real problem. Branding is a complex process. It’s not just about visuals—it’s about perception, strategy, identity, and emotion. It’s how people feel about your...