Vol. 9 No. 2 (2025): JULY[DOI:10.37785/nw.v9n2] Design Tools and Processes Prior to the Creation of a Brand (English version) Article Sidebar Text Complete: PDF MHT Published: 2025-07-15 DOI: https://doi.org/10.37785/nw.v9n2.a7e Keywords: Mind maps, visual map, moodboard, design, brand identity, concept books, branding Main Article Content Lluís Sallés Diego Elisava. Escuela Universitaria de Diseño de Ingeniería , Elisava. Escuela Universitaria de Diseño de Ingeniería https://orcid.org/0000-0002-8173-5572 Abstract The aim of this article is to point out the relevance of the processes and tools prior to the design phase in the creation of a brand. To do so, we have broken down all the phases prior to the development of the visual identity, explaining the function and purpose of each of them, see: the concept map (or mindmap), the visual map (or moodboard) and the concept book. Our purpose is to emphasise the order of these, their hierarchical and cultural power and their importance in the construction of a brand’s identity. Spanish version: https://nawi.espol.edu.ec/index.php/nawi/article/view/1179/1192 DOWNLOADS Download data is not yet available. Article Details How to Cite Sallés Diego, L. (2025). Design Tools and Processes Prior to the Creation of a Brand (English version). Nawi, 9(2), 189–203. https://doi.org/10.37785/nw.v9n2.a7e More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver AMA Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX References Barry, P. (2012). The advertising concept book. Think now, design later: A complete guide to creative ideas, strategies and campaigns. London: Thames & Hudson. Bernard, A. (2018). El look de American Gigolo, a examen. Vanidad.es. Retrieved from https://vanidad.es/el-look-de- american-gigolo-a-examen/ De Botton, A. (2008). La arquitectura de la felicidad. Barcelona: Lumen. Enrique, A. M., & De la Guardia, C. (2017). Revisión del concepto de internal branding: La transmisión de la promesa de marca a los clientes por parte de los empleados. Grafica, 5(9), 29–37. https://doi.org/10.5565/rev/grafica.68 Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515 Hernández-Santaolalla, V., & Rubio-Hernández, M. M. (2014). Marcas compartidas. El branding relacional como base para la movilización de los consumidores. adComunica. Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, 8, 39–56. https://doi.org/10.6035/218 Klein, N. (2018). No logo®. El poder de las marcas. Barcelona: Paidós. Sallés Diego, L. (2023). La importancia del relato en la creación de identidades en el mundo del diseño y la publicidad. Ñawi. Arte, Diseño, Comunicación, 7(2), 195–209. https://doi.org/10.37785/nw.v7n2.a11 Webb Young, J. (1982). Una técnica para producir ideas. Madrid: Eresma Ediciones. Issue Vol. 9 No. 2 (2025): JULY[DOI:10.37785/nw.v9n2] Section ARTICLES This work is under a Licencia Creative Commons Atribución-NoComercial 4.0 Internacional. Comments and suggestions on the article Managing Director Jorge Polo Blanco, PhD. polo@espol.edu.ec ESPOL - FADCOM Executive Director Nayeth Solorzano, PhD. nsolorza@espol.edu.ec ESPOL - FADCOM
