Watch the entire behind-the-scenes process of building a brand.
🛍️ Thanks to ‪@shopify‬ for sponsoring this video: www.shopify.com/matthewencina/

▬▬▬▬ Video Overview ▬▬▬▬
At the start of 2025, I joined Mode as their Chief Design Officer with my first task: rebranding the company. Working alongside my colleague Ben Burns, we embarked on an extensive branding process that follows the Double Diamond framework: Discover, Define, Develop, and Deliver.

Our discovery phase involved deep research into customer insights, market positioning, and brand values. This led us into the Define phase, where we synthesized our learnings into clear design challenges, focusing on creating products that feel thoughtfully crafted, designing a high-end yet humble brand identity, and developing an intuitive website experience.

In the Develop phase, we explored various visual directions through stylescapes. We then carefully selected the brand colors and typefaces, curated our imagery, and refined our product direction. In the final Deliver phase, we refine our best concepts into a clear brand strategy and refreshed identity system for Mode Designs.

▬▬▬▬ Links & Resources ▬▬▬▬
Using some of the links below, I may receive a small commission at no extra cost to you. This is the easiest way to support me and helps me continue making content like this for you. Thank you 🙏

Follow Mode Designs
Website: modedesigns.com/
YouTube:  @modekeyboards 
Instagram: www.instagram.com/modekeyboards/

Follow Ben Burns
Website: mrbenburns.com/
YouTube:  @mrbenburns 
Instagram: www.instagram.com/mrbenburns/

🧑🏻‍💻 Learn from the Futur
Stylescapes: www.thefutur.com/course/stylescapes?affiliate_code…
Brand Strategy: www.thefutur.com/brand-strategy-fundamentals?affil…
Brand Style Guides: www.thefutur.com/course/brand-style-guide-kit?affi…
Project Management: www.thefutur.com/course/practical-project-manageme…

📖 Zag by Marty Neumeier: amzn.to/43SsxP5

🔷🔷 Learn about the Double Diamond Design Process: www.designcouncil.org.uk/our-resources/framework-f…

🏢 Learn about all the details of my studio office here: www.modmusings.com/blog/mod-musings-studio-desk-se…

🏠 Learn about all the details of my home office here: www.modmusings.com/blog/home-office-2024

🎥 My video gear: kit.co/MatthewEncina/matthew-encina-s-essential-vi…

📝 The Notion Template I use for my videos: www.modmusings.com/video-production-template

🎧 Did you like the music? It's from Musicbed. Start a free trial: fm.pxf.io/matthewencina

✍🏽 Reusable paper (whiteboard): swipies.co/

If you're reading this, drop a coffee ☕️ emoji in the comments.

▬▬▬▬ Video Chapters ▬▬▬▬
00:00 – My first task as Chief Design Officer
00:31 – The backstory of Mode & Matthew
02:28 – Why rebrand?
03:03 – Overview: What is a brand and the Double Diamond framework?
03:46 – Who is Ben Burns?
04:27 – Double Diamond: Discover Phase. Aligning on goals and our vision
05:20 – User and product research and customer interviews
06:16 – Building user profiles and customer journeys
07:18 – Defining our brand values and brand's personality
07:47 – How to position your brand
09:00 – Double Diamond: Define Phase
10:46 – Shopify sponsored segment
11:53 – Double Diamond: Develop Phase
12:05 – Creating Stylescapes mood boards
13:53 – Designing the UX and UI of the website
14:05 – Selecting the typography for our brand
15:21 – Selecting our brand colors
16:00 – Defining our brand photography style
16:32 – Writing our brand messaging
17:06 – Defining our new product direction
17:59 – Double Diamond: Deliver Phase
18:46 – Mode's new brand identity guidelines
20:17 – Mode's new brand strategy
21:12 – Mode's new website
21:47 – Mode's new packaging
22:02 – Mode's new studio
22:12 – Mode's new products
22:28 – What's next?

▬▬▬▬ Follow for more ▬▬▬▬
My design studio and blog: modmusings.com/
Instagram: instagram.com/modmusings/
Personal Website: matthewencina.com/
Personal Instagram: instagram.com/matthewencina/

▬▬▬▬▬ Credits ▬▬▬▬▬
Created by Matthew Encina
© 2025 Mod Musings, Inc.

#Branding #Design #marketing #MechanicalKeyboard #industrialdesign #modmusings #matthewencina #designprocess #Thefuturishere #thefutur #designthinking

▬▬▬▬
DISCLAIMERS:

We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for us to earn fees by linking to Amazon.com and aff