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creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...

motion graphics

Animated graphic design content or video footage which creates the illusion of movement. The term is often used to differentiate from (stationary) graphic design. Motion graphics often feat...

intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...

logo

A graphic, symbol or wordmark that represents an organisation, product or service, typically applied to enable identification and promote awareness.

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.