Definitions - u-inc

4P Framework (4PF): To make the 4P Model actionable, we translate it into a strategic framework. The 4P Framework (4PF) can be used to strategise and structure all brand activities, from proposition to impact. The 4PF dictates that all activities are aligned with the brands’ purpose and add value to every core principle (Progress, People, Planet) of the brand.

4P Intake (4PI): To gain the insights that are needed to give direction to all Ps, we use two methods depending on the situation: (1) 4P Survey (2) 4P Kick-off Session

4P Kick-off Session (4PKS): A session with key stakeholders to collect data and insights for the 4P Model. During this interactive session, we will do a deep dive into the context of the brand from the perspective of the Ps of Progress, People, and Planet to map a first interpretation of the 4P Model as a thought starter.

4P Manifest (4PMa): The 4P Manifest (4PMa) is a strategic document that serves as an outline and rationale of the 4P’s that are identified. The 4PMa serves as a go-to foundation and can be used to spread within the organisation to inform everyone on what the strategy is about, what the purpose is, what the organisation does and how it adds value to the core principles of Progress, People and Planet.

4P Model (4PM)

The 4P Model (4PM) is used to identify and formulate the purpose and core principles of the brand. With the 4PM, we define and formulate:

Progress (how do we bring the world forward and what makes this special?)
People (who is our audience, what is our meaning in their lives?)
Planet (how do we impact our planet, how can we positively amplify it?)

At the intersection of these Ps we explore and discover the brands’ purpose. The 4PM is the foundation and starting point of the strategy, but will also be used as a strategic framework to define the brand culture and shape the brand identity. Besides the strategic value, the 4PM is also an accessible and inclusive tool in the sense that it is understandable for everyone within an organisation, regardless of background, function, and knowledge.

4P Program (4PP): The 4P Program is a brand action program that is structured on our 4P Model and focuses on brand strategy, culture, and identity. Three fundamentals that enable systematic change and turn brands into a force of good.

4P Survey (4PS): The 4PS is an online questionnaire that we use to collect data and insights from employees within the organisation to get a clear understanding of how and in what way the 4Ps (Progress, People, Planet, Purpose) live or are perceived within the company.

9th Day Fortnight (9DF): Every 9th day, every other Friday, we close the studio for team members to independently make an impact, have a mental health day, and/or go get inspired. We also use this 9DF to recalibrate and get ready to do some impactful work the next week.

Annual Precap (AP): The Annual Precap (AP) consists of a general summary of all the impactful projects that u-inc had done throughout the year. We work with different partners through the months, which is why we are able to make positive impacts in a multitude of fields. The AP shows the results of our hard work at the end of the year.

Bi-annual Precap (BP): The Bi-annual Precap (BP) consists of a general summary of all the impactful projects that u-inc had done at the half-year mark. The BP can be used to oversee the work we had done up until that point in time. With this, our studio can assess whether our work has been done enough and whether there is room for improvement.

Brand Assets (BA): The first step is to work out and deliver the most important assets of the identity. This ensures that the basis is in place for shaping the identity. Basic assets include elements such as logotype(s), colour coding, fonts and basic icons.

Brand Deck (BD): The Brand Deck is a brand document that sets out the basic rules and guidelines for applying the brand’s identity. The Brand Deck is developed for all stakeholders, both internal and external, who are collaborating on the identity.

Brand Templates (BT): Templates that are a necessity for any basic communication. These include templates for documentation, presentation, and, for example, basic templates for social media.

Culture Action Program (CAP): The Culture Action Program (CAP) is a concrete step-by-step plan to activate the desired culture within the organisation. From, for example, an onboarding checklist, to internal branding, and daily habits through an internal email program.

Culture Framework (CF): The Culture Framework (CF) gives shape to the 4Ps of the brand by defining which Habits, Routines, and Ceremonies (HRCs) within the organisation must be adapted, integrated and/or which behavioural patterns must be maintained.

Culture Intake (CI): The Culture Intake (CI) is used to collect all data and insights that are needed to identify the existing culture type and values of an organisation.

Culture Kick-off Session (CKS): The Culture Kick-off (CKS) is a session with key stakeholders to collect data and insights to analyse the truths and ambitions of the brand's culture. During this interactive session, we project assumptions of how culture is perceived with the actual culture and the 4P Model.

Culture PlayBook (CP): The Culture Playbook (CP) is a document that translates into everything that lives within the entire organisation. Based on the brand's purpose, principles, values, and rituals, there is a clear insight into the expected working environment for both leaders and employees. The CP serves as a go-to playbook that can be used to spread within the organisation, to inform everyone about what the brand’s culture is about.

Culture Type (CT): The Culture Type (CT) is an assessment of the results of the Culture Intake and Kick-off Session. This concludes where a brand stands on the scale of the 8 culture types: (1/8) Learning, (2/8) Enjoyment, (3/8) Purpose, (4/8) Caring, (5/8) Results, (6/8) Authority, (7/8) Order, (8/8) Safety. Together with the 4P Model, the Culture Type forms the foundation to design the rituals framework of Habits, Routines, and Ceremonies (HRCs).

Design Progress Review (DPR): The Design Progress Review (DPR) is a time slot with the purpose to look over the visual designs made for different projects. This time is used to receive and provide feedback, from team members and partners.

FDS Prototype (FDSP): The FDS Prototype (FDSP) is the core concept of an identity’s Flexible Design System (FDS). The FDSP includes strategic design choices through different dimensions and brand assets and shows examples of the key touchpoints. The FDSP creates a clear representation of the look & feel and how we can bring the identity to life in a way that is unmistakable.

FDS Workshop (FDSW): Once the brand identity has been designed and key assets and templates are developed, we provide a FDS Workshop (FDSW) for design stakeholders (internal/external). By doing so we make sure that everyone who collaborates on the identity and brand’s expression, knows who to work with within the system for maximum support, consistency, and impact on the brand.

Flexible Design System (FDS): We see an identity is a Flexible Design System (FDS). A dynamic structure that seamlessly expresses a brand through all digital and physical spaces consisting of 6 dimensions: Visual (1/6), Verbal (2/6), Sonic (3/6), Material (4/6), Interactive (5/6), and Motion (6/6).

Focus Suite (FS): The Focus Suite (FS) is a space in our studio where team members are able to get some work done without any distractions. In the FS, we have fixed desktop computers, and comfortable office chairs, so that everyone can focus and have a good working space.

Form Follows Impact (FFI): Our design process follows the design principle: Form Follows Impact (FFI). Design is no longer merely subject to its function, but also has responsibility for its social and ecological impact. FFI results in design choices that reflect the values and changes that are needed today to bring the world forward. Respecting functional, social, and natural context.

General Service Announcement (GSA): Our team uses the General Service Announcement (GSA) as a way to communicate new changes or information with the entire team through email. The GSA helps us to keep each other updated on all matters relating to the studio and the team.

Holiday Handover (HH): When team members go on holiday, they send off with a Holiday Handover (HH). This is needed so that the team members who are still working at the studio do not fall behind and anybody’s absence does not affect the rest of the team.

Impact Thought Starter (ITS): The Impact Thought Starter (ITS) is an online questionnaire that we use to collect the necessary data. Together with our own desk research and gained knowledge of the market, we are able to do a first interpretation of the 4P Model. This is used as a thought starter, to give a first direction of what the purpose and three core principles of the brand are.

Impact To Market (ITM): The moment something is ready to impact its market in a way that brings the world forward.

Minimium Viable Brand (MVB): A Minimum Viable Brand is based on the minimal strategic, cultural, and identity elements that are necessary to make a viable impact.

Monthly Personal Check-in (MPC): Monthly Personal Check-ins (MPC) are set in place to check in on the physical, spiritual, and emotional energy of our team. By doing so we keep an eye on our personal and collective state of being as a fundament for everything we do.

Monthly Precap (MP): The Monthly Precap (MP) takes the form of a newsletter and includes a summary of the work and impact we have done as a studio each month. You can sign-up here.

Out Of Office (OOO): On days when team members are absent or need a personal day, we inform the whole team of their absence so the schedule can stay on track. We plan our Out of Office (OOO) hours in the calendar in advance, to give everyone enough time to adapt and not disturb work patterns.

Project Progress Review (PPR): The Project Progress Review (PPR) is a time slot that our team uses to go over the work that is currently being done. We use this time to check on the progression of the project and to make sure all tasks will make it to the deadline.

Radical Impact (RI): Businesses cannot only be driven and built on commercial objectives. The social and ecological value of a company are equally important. People. Planet. Progress. Purpose. 4P’s. We call this Radical Impact (RI).

Radical Impact Studio (RIS): As a Radical Impact Studio (RIS), we make long-term structural changes to an entity by rethinking, repurposing and redesigning the fundamentals of a brand. We focus on creating long term structural changes for brands on all levels, especially in regards to their strategy, culture and identity. We look at the way you move the world forward (Progress), the meaning it has for people (People), and the impact it has on the environment (Planet). We do this through our entire 4P Program: 4P Model (4PM), Rituals over Rules (ROR) and Forms Follows Impact (FFI).

Ready, Set, Impact (RSI): The priority of our engagement with everything is always to make a positive impact on society and the planet. No matter what aspects we work on, we make sure to set our prime goal clearly. That is why one of our mottos is: Ready, Set, Impact!

Rethink, Repurpose, Redesign (ReReRe): ReReRe is the design process to continuously challenge and minimise the studio’s ecological footprint and to maximise our social impact.

Return On Impact (ROI): Return On Impact (ROI) is the value of something that is created through its commercial, social and ecological impact.

Rituals Over Rules (ROR): We see culture as a behavioural system that is structured by a clear sense of purpose and future-defining principles, defined by behavioural patterns through habits, routines and ceremonies (HRCs). Resulting in rituals that unite and empower through a unifying ambition.

Service Impact Agreement (SIA): Long-term partnerships are structured with a Service Impact Agreement (SIA) so that we can minimise our effort in administration and maximise the partner's impact through efficient collaboration.

State of the Universe (SoTu): The State of the Universe (SoTu) is our annual end-of-the-year party where we celebrate all the highs and lows we have experienced that year, through an unforgettable evening (most of which we can’t remember).

Style Frame (SF): A StyleFrame (SF) consists of several mood boards that, based on the 4P Model, guide the design choices that determine the look and feel of an identity. By developing these in advance, we create a shared vision with all key stakeholders about the identity as a starting point for developing the FDS Prototype.

Visual Journal (VJ): The Visual Journal (VJ) captures everything that goes in and around our studio and follows the team wherever they go.

Work In Progress (WIP): When projects and tasks are in the development phase and are yet to be in the final production.