An Ideation Process for Building Brand Identity: The Graphic Atlas Ideation Nexus Applied to the Crab Cay, Exuma, Resort and Real Estate Development

Abstract

Ideation strategies are essential tools utilized by the communication design discipline (COD), which depends on ideation strategies for creative problem solving.

The COD has historically used a variety of ideation strategies in their creative process appropriated from other disciplines.

This thesis explores these ideation strategies, which are historically and currently utilized by the COD, and the role these strategies play in the creation of ideas. The preliminary research focuses on three categories; historical and current ideation strategies used by the CDD, understanding brand, and designing brand identity.

These ideation strategies are analyzed and compared to the Graphic Atlas Ideation Nexus (GAIN), a fact-based research ideation strategy specifically designed for building objective brand identities.

In 2006, the GAIN process was applied to building the brand identity for Crab Cay, Exuma, (CCE), a master planned real estate development and luxury spa resort in the Bahamas. This thesis also examines the results of utilizing the GAIN process in building the brand identity and brand narrative as presented in the Crab Cay, Exuma, brand presentation book.