Whilst we like to think of ourselves as creative people - 'artistic' people - we acknowledge that our role needs the the intellectual thinking necessary to support the commercial goals of our clients. The difference between designer and intellectual designer is that the latter is driven to substantiate every creative proposition. This in turn demands a solid background of research and analytical thinking which gives substance to the project and becomes the foundation for a brand promise that can extend beyond a single moment in time.

The primary goal of spatial branding is to make the emotional link between our clients and their customers, or to reinforce an existing link. If we are to promote the importance of emotional communication as a fundamental of spatial branding then we need to accept the requirement for qualitative interpretation as a prerequisite for evaluating any design decision. We need to be capable not only of conceiving the physical environment that provides the emotional link, but we need to be capable of verbalising the link and, to some degree, defending the positions we assume, if for no other reason than being able to predict the commercial results for the client.