B B ' S A S S I S T E D P R O TA G O N I S T I N M E N U D E V E L O P M E N T A N D C O L L AT E R A L D E S I G N From Scratch The process of creating a physical space to embody an entirely new brand is similar to designing for a pre-existing one, according to Brand Bureau. "When we're working on an existing brand, our strategists and designers work to unravel the brand together, and then create a new design expression for it. If we're creating a new brand, then we work together to build it from the ground up," explains Juang. "Our brand strategy team articulates the brand ethos and experience, while our design team visualizes it. You don't have two creative processes functioning in unrelated silos, where a design team is handed a brand strategy that wasn't thought through from a design point of view, or conversely, being asked to retrofit a brand strategy from a design concept that isn't rooted in anything deeper than superficial aesthetics." T H E P R O TA G O N I S T C L U B H O U S E I S A N I N V I T I N G S PA C E T H AT D R AW S O N S O U T H E R N I N F L U E N C E S 50 FALL 2020