What’s the difference between designing a brand for one single startup and from designing a brand that’s able to represent an entire entrepreneurial ecosystem made of thousands of startups?! This presentation focuses on the importance of involving everyone in a brand design process by using empathy, provocation, engagement and active participation as main drivers for the design of long lasting brands.

1. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Branding: From a Startup
to a Startup Ecosystem
STARTUPCON 2018
SEOUL

2. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Design
Brand Strategy
Entrepreneurship
Rui Quinta

3. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
With CompanyStrategic Design Consultancy
www.with-company.com

4. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Official
HPI Academy
Professors
www.with-company.com

5. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Official
Human Centred
Design Freaks
www.with-company.com

6. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans

7. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology

8. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
FuturePresent

9. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
FuturePresent
EveryoneOne

10. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
FuturePresent
EveryoneOne
BusinessBrand

11. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Humans Technology
FuturePresent
EveryoneOne
ProcessChaos
BusinessBrand

12. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Chaos Process

13. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The Startup

14. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Mimi Hearing
Technologies GmbH
www.mimi.io
Berlin - Germany

15. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Pre Project Research
& Strategy
Direction
& Exploration
The Brand
kick off
framework
ALIGMENT CO-RESPONSABILITY INSPIRATION CREATION CO-VALIDATION
benchmark
mapping
if the brand
was, workshop
persona
definition
visual mood
boards
values finding
workshop
exhibition and
feedback
graphic
behaviour
typographic
research
narrative
explorations
delivery
and mentoring
• Problem Space • Solution Space
iteration

16. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
So, what’s happening

17. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Pre project
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED

18. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
users
team members
company culture
the business
feelings

19. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Research
& Strategy
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED

20. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
audit
competition
processes
user journey

21. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Direction
& Exploration
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED

22. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED values finding
workshop
“if the brand was”
exercise
co-creation co-decision
making

23. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The
Brand
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED

24. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
graphic
behaviour
exhibition & feedback
prototyping
brand experience

25. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
LINK TO VIDEO
https://with-company.com/work/the-social-importance-of-the-ear/

26. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The Startup
Ecosystem

27. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Lisbon
City CouncilLisbon - Portugal
www.madeoflisboa.com

28. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
PARTICIPATION INSPIRATION CO-CREATION VALIDATIONPROVOCATION
event design sprint workshop meetup public presentation
offline
participatory | design actions

29. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
digital participatory | design tools
online
drawing color pickingpitchinginvestingansweringswearing voting prioritising
PARTICIPATION INSPIRATION CO-CREATION VALIDATIONPROVOCATION
event design sprint workshop meetup public presentation
offline
participatory | design actions

30. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The short
version

31. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
LINK TO VIDEO
https://with-company.com/work/defining-lisbon-innovation-scene/

32. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
LINK TO TOOL
https://madeoflisboa.com/3d-tool/

33. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED

34. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED

35. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
The impact
STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED

36. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
public space
eventsMaking it real

37. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
all around the city
public
transport

38. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
walking areas
at the
web summit
subway
airport

39. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
presence at the
web summit

40. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
artists
tool
appropriation
friends
unicorns
selfie stand

41. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Three final
points

42. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
No matter the type
of business, branding
should always consider

43. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
people
marketorganisation

44. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
essence
people
marketorganisation

45. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
No matter
the size of the
challenge

46. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Branding
it’s everyone’s
business

47. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
No matter the process,
rui@with-company.com

48. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
No matter the process,
there will always
be chaos.
rui@with-company.com

49. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
rui@with-company.com
serendipity.

50. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
www.double-w.co
Are you a Startup?

51. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Are you a City?
www.withcities.com

52. STARTUPCON 2018
SEOUL - SOUTH KOREA
BRANDING FROM A STARTUP
TO A STARTUP ECOSYSTEM
RUI QUINTA
ALL RIGHTS RESERVED
Thank you.
I’m Rui Quinta
rui@with-company.com
+351 917 441 524
www.with-company.com