How to approach a new branding project the Wolff Olins way

We talk a lot about how the world of branding has blurry edges nowadays. Everything we do now stretches into different areas. You'll find more and more that, even if you concentrate on pure graphic design, you're still going to have an influence on product design and service design.

In our process at Wolff Olins, we use something we call 'the butterfly'. This sets out two things that you really have to answer in your brief: what's special about you, and what does the world need?

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