Defending Polarizing Designs _ Defining Visual Brand Language

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Defending Polarizing Designs _ Defining Visual Brand Language

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How do you define a visual brand language for your product line that resonates with your target users while communicating the uniqueness of your brand? How do you defend a polarizing design to your executives that you know is answering your users' needs? John Cunningham, CEO of Ox Tools America, answers these questions and more as he shares his product development process that created their latest tape measure designed specifically for their target segment of contractors.

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