What’s the difference between designing a brand for one single startup and from designing a brand that’s able to represent an entire entrepreneurial ecosystem made of thousands of startups?!
This presentation focuses on the importance of involving everyone in a brand design process by using empathy, provocation, engagement and active participation as main drivers for the design of long lasting brands.
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Branding: From a startup to a startup ecosystem
1. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Branding: From a Startup
to a Startup Ecosystem
STARTUPCON 2018
SEOUL
2. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Design
Brand Strategy
Entrepreneurship
Rui Quinta
3. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
With CompanyStrategic Design Consultancy
www.with-company.com
4. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Official
HPI Academy
Professors
www.with-company.com
5. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Official
Human Centred
Design Freaks
www.with-company.com
6. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans
7. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
8. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
FuturePresent
9. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
FuturePresent
EveryoneOne
10. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
FuturePresent
EveryoneOne
BusinessBrand
11. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
FuturePresent
EveryoneOne
ProcessChaos
BusinessBrand
12. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Chaos Process
13. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The Startup
14. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Mimi Hearing
Technologies GmbH
www.mimi.io
Berlin - Germany
15. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Pre Project Research
& Strategy
Direction
& Exploration
The Brand
kick off
framework
ALIGMENT CO-RESPONSABILITY INSPIRATION CREATION CO-VALIDATION
benchmark
mapping
if the brand
was, workshop
persona
definition
visual mood
boards
values finding
workshop
exhibition and
feedback
graphic
behaviour
typographic
research
narrative
explorations
delivery
and mentoring
• Problem Space • Solution Space
iteration
16. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
So, what’s happening
17. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Pre project
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
18. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
users
team members
company culture
the business
feelings
19. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Research
& Strategy
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
20. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
audit
competition
processes
user journey
21. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Direction
& Exploration
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
22. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED values finding
workshop
“if the brand was”
exercise
co-creation co-decision
making
23. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The
Brand
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
24. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
graphic
behaviour
exhibition & feedback
prototyping
brand experience
25. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
LINK TO VIDEO
https://with-company.com/work/the-social-importance-of-the-ear/
26. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The Startup
Ecosystem
27. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Lisbon
City CouncilLisbon - Portugal
www.madeoflisboa.com
28. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
PARTICIPATION INSPIRATION CO-CREATION VALIDATIONPROVOCATION
event design sprint workshop meetup public presentation
offline
participatory | design actions
29. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
digital participatory | design tools
online
drawing color pickingpitchinginvestingansweringswearing voting prioritising
PARTICIPATION INSPIRATION CO-CREATION VALIDATIONPROVOCATION
event design sprint workshop meetup public presentation
offline
participatory | design actions
30. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The short
version
31. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
LINK TO VIDEO
https://with-company.com/work/defining-lisbon-innovation-scene/
32. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
LINK TO TOOL
https://madeoflisboa.com/3d-tool/
33. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
34. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
35. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The impact
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
36. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
public space
eventsMaking it real
37. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
all around the city
public
transport
38. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
walking areas
at the
web summit
subway
airport
39. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
presence at the
web summit
40. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
artists
tool
appropriation
friends
unicorns
selfie stand
41. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Three final
points
42. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
No matter the type
of business, branding
should always consider
43. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
people
marketorganisation
44. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
essence
people
marketorganisation
45. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
No matter
the size of the
challenge
46. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Branding
it’s everyone’s
business
47. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
No matter the process,
rui@with-company.com
48. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
No matter the process,
there will always
be chaos.
rui@with-company.com
49. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
rui@with-company.com
serendipity.
50. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
www.double-w.co
Are you a Startup?
51. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Are you a City?
www.withcities.com
52. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Thank you.
I’m Rui Quinta
rui@with-company.com
+351 917 441 524
www.with-company.com