Everything you do is communication
From straight-forward and fact-based to conceptual, playful combinations of words and imagery, everything we do is a form of communication. All are developed to maximize success in conveying or sharing of ideas and concepts.
In the branding world, that means using the proper voice and personality of the brand while cutting through the clutter and getting noticed. We create visual and verbal elements that reinforce equity-building concepts by highlighting facts - the reasons to believe that are more easily accepted by the human brain.
A system-based identity enhances integration of all forms of marketing communications because the foundation is visually integrated. This allows more of the development effort (think "budget") to be focused on crafting the perfect message versus designing the form each time.