Creative coordinates are a creative and stimulating way of connecting brand strategy with brand expression. They are a way of articulating the personality of the business in a way that brings to life the strategy and helps everyone to understand how that strategy might start to be expressed thorough visual identity, tone of voice and employee behaviours.
For that reason they provide a far more active foundation for a brand than values. They are called coordinates as they rely on the articulation and expression of 3 core adjectives that uniquely position an organisation or a location – a little like good GPS!
