are the bridge to a brand’s visual identity. They illustrate how an organization looks and feels in its most optimal expression.
Gather your supplies: a timer, sticky notes, a writing instrument, and your RediSets worksheet. Lay out all of the cards on the table descriptor-side up.
Set the timer for 5 minutes and ask the participants to sort the cards into two sections: Words that describe our brand and those that don’t. Remove the “no” cards.
Set the timer for 20 minutes. Scan all of the cards and ask everyone about their choices. Group the cards into interesting sets. The words in these groups should compliment, rather than relate to one another.
Record meaning and context on your sticky notes, and use your worksheet to document the results.