Before Design: Defining the Direction — Brand Building Step 2: Vision Framing

In the previous post, I shared how branding design begins with conversation.

In this article, I’ll explain what comes next after that conversation.

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The Difference Between Step 1 (Discovery) and Step 2 (Vision Framing) 

If Discovery is the process of gathering thoughts and information,Vision Framing is the process of selecting a clear core and defining the direction.

After the conversation, what chotto graphics focuses on is clarifying:

Where is this brand heading? This includes organizing key questions such as:

• Why was this brand created?

• Who is it for?

• What kind of mood or atmosphere should it convey?

• What matters most — and what should be intentionally left out?

Through Vision Framing, these points are clarified to create clear decision-making criteria that the brand can return to whenever uncertainty arises.

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The Importance of Vision Framing: The Case of WAMOGA29

WA MOGA 29 was a brand I developed prior to chotto graphics, and it was not a project that followed Step 1 (Discovery) and

Step 2 (Vision Framing) in a structured or planned way from the beginning.

As my first independent business and branding experience, product development came first, guided by the knowledge and experience I had at the time.

Once the products, packaging, and logo took shape, and the process moved toward launching the website,

a need emerged to clearly define what the brand truly valued and what kind of meaning it aimed to deliver.

Looking back, the work done at that stage aligns with what is now described as the Discovery and Vision Framing process.

By putting the accumulated sensations and instincts gained through making and developing products into words, the brand’s core concept,

“The Art of Imperfection,” gradually took shape.

With this core clearly defined, design decisions became easier to make.

Choices such as avoiding excessive decoration and embracing generous use of negative space could be made with confidence, guided by a clear point of reference.

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From Direction to Design

Vision Framing is a preparatory process that takes place before moving into design.

By clarifying the direction at this stage, consistency naturally emerges across design elements such as logos, color palettes, and overall visual tone.

In the next post, I’ll explore how these defined directions are translated into Visual Identity—how logos and visual elements take shape based on the foundation established through Vision Framing.