This series explores the challenges faced by the world's leading designers on a diverse range of commercial projects by deconstructing not only the creative process but also the production methods behind each one. Each venture has been given its own chapter where the design process is fully explored through the perspectives of the clients, repro houses and printers as well as the designers. These detailed profiles explain how today's creative professionals are using digital technology and the impact it continues to have on human interaction. By including the concerns of all the project contributors, the reader is offered a unique and invaluable overview of the design process from initial concept to finished solution. This series will inspire design and technology students and professionals the world over.Branding is the key to effective marketing and can make or break products as well as entire companies. This exciting third title in the Digital Lab series examines the world's most innovative branding projects, both big budget and small. Illuminating interviews with celebrated designers combine with fascinating feedback from their clients, to provide the reader with a new insight into the entire digital branding process from outline brief to finished design.Featured designers include branding leaders such as Wolff Olins, Design Bridge, the Connexxion rebranding of Amsterdam Public Transport system, and Coca-Cola. This modern look at branding will be an invaluable resource for everyone involved in design for the fast-moving marketplace.