Verbal-Visual Framework (VVF) is a proprietary research methodology incorporating a dynamic modeling tool that connects brand intent and design language with customer desire. The process clarifies and visualizes how brand attribute meaning is perceived and powerfully transformed through specific multi-dimensional associations, such as shape, color, image, composition and sound.
Results focus creativity to ensure more effective brand messaging and expression across products, services, packaging, retail, websites, advertising and other communications. The VVF tool is invaluable to both the design team and brand management.
Definable, repeatable, measurable and scalable brand-design strategy alignment across a company's brand portfolio is a primary outcome of applying VVF.
Tom Hardy, the creator of VVF, is a design strategist with over 35 years experience in brand identity, product development, corporate design management and strategy. Hardy's experience also includes conducting workshops with corporations on topics such as design thinking and scenario planning.
Mr. Hardy formerly directed the corporate IBM Design Program where he collaborated for many years with preeminent designers Paul Rand and Richard Sapper.
Consulting experience includes a wide variety of global companies: Coca-Cola, Ford, JP Morgan, Lenovo, Lowe's, Maytag, Merck, OXO, Polaroid, Porsche, Procter & Gamble, Samsung, Tupperware, Verizon and Xerox.
He serves as Professor of Design Management at Savannah College of Art and Design (SCAD).
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- Annual Design Review I.D. Magazine 1982
- Annual Design Review I.D. Magazine 1981
- Gold IDEA Industrial Designers Society of America 1980
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- Design Management Institute
- Industrial Designers Society of America