디자인전문회사의 브랜드 디자인 프로세스 현황 및 주요 가치에 관한 연구

This study examines the changes in processes and values of design specialist companies in response to the rapid digital transformation and increased demand for brand design since 2020. It aims to understand the brand design processes, the impact of company size and founders' backgrounds, and key evaluation factors. Data from semi-structured interviews with eight experts were analyzed using Braun & Clarke's thematic analysis. Findings show that most companies follow a comprehensive process from strategy development to distribution, widely adopting Alina Wheeler's five-phase process. The design thinking process emphasizes divergence in the first diamond, indicating changes in brand development. Furthermore, the study reveals that minor differences based on company size reflect efficient operations tailored to each company's strengths and capabilities. Key values in brand design include branding, strategic planning, creativity, customer-centric thinking, and innovation. This study offers insights into the brand design processes and values of South Korean design specialist companies, providing useful information for strategy development.