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We take great pride in our work.  No matter how large or small the project may be, we want to be as proud of the results as we hope you will be.    That's why we work to the eight principles of Intelligent Design.   When working or consulting on a project for you, we offer advice using these principles to inform our recommendations to you, to ensure that you get impartial information that helps you get the most out of your investment.   Just don't give us a pop-quiz on them.      1 ▪ Form follows function.   While we absolutely love things to look as pretty as possible, there's no point in making something so stylish that it becomes useless.    That's why we ensure that whatever we design fulfils its purpose first and foremost, ahead of making it looking all sparkly and nice.      2 ▪ Everything must have a purpose.   Without a clear idea of why you want something designed or created, our job becomes impossible.    We can design a gorgeous brochure, but if you're not sure what the brochure's for, why waste your money?    Take some time, think it through, and form a clear vision of what you want to communicate and to whom.  Only once you have this kind of clarity for your project can we really help you.      3 ▪ Build success through a strong, consistent brand.   We want your brand to develop and go from strength to strength.  Consistency is paramount - your brand will only flourish if you take good care of it.  It is useless to have beautifully designed new letterheads for correspondence if you then scribble short messages to customers on Post-It notes.    Your customers need to be reminded of your brand every time you do something for them.       4 ▪ Maintenance matters.   We don't consider the completion of your website or emailing the artwork for your new brochures to the printer to be the end of the story.  A brand needs to be constantly maintained and taken care of for it to develop.    Your lovely new website may attract some attention for a while, but it will die a lonely death if you don't keep it updated and refreshed - once your existing customers have seen it, they won't keep going back for the same old information, and if you don't change the content, it will become obsolete and fall down the rankings on the search engines.    But if you regularly update it, your customers will have reason to continue visiting, and you will begin to generate new traffic to your site.  The same goes, to varying degrees, for every element of your brand.      5 ▪ Be ready to try something new.   The way that you have always done things may have worked well for you historically but it won't always be that way.    We won't suggest radical changes for their own sake, but a new way of thinking may be just what your organisation needs to give it a real boost in the right direction.      6 ▪ Hope for the best; prepare for the worst.   Be prepared to change your focus and adjust your priorities, to reflect changes in your business environment.    Is the average age of your customers increasing?  Is each customer spending less per visit?  Have younger buyers deserted your brand?  These are the types of question that you should be regularly asking in your organisation.   By preparing your brand for the realities of your situation, you'll be able to move quickly when you need to - and to be more proactive rather than reactive - but without making the careless mistakes often associated with making hasty decisions.  7 ▪ Design purity.   Gimmicks and fads do not make for a successful brand.  In this fickle world, what's cool one day is soooo-yesterday the next.     ID wants to create and manage for you a timeless brand that is true to your organisation's values, and which doesn't rely on cheap tricks for short-term success.      8 ▪ We want you to be happy.   Above all else, we want you to be proud of all of the material that we create for you.    Whether our work for you is as small as a business card or as large as full management or consultancy for your brand or web presence, we really want you to be happy with the results that we produce for you.   Everything that we do for you is structured to put you and your organisation at the heart of the project.  We don't just want you to hand over responsibility for the project to us and let us get on with it until it's finished - we want to work closely with you at every point to ensure that you remain completely satisfied throughout.		Some more small print to  brighten up your day     If you're having trouble getting to sleep, try reading some of these gems from our Small Print Collection:   Terms and conditions of using the ID website   Copyright statement   Website privacy policy   Legal statement   The items above relate principally to the ID website.    For terms and conditions for projects, such as our Contract Agreement and Client Confidentiality Agreement, please contact your ID project consultant for more information.
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