From Brand to Glass-Box Brand

Think of your brand as a glass box, transparent, that really conveys a message.

Think of your brand as a glass box, transparent, that really conveys a message. Detach your brand from the concept of a close unit that doesn't share or communicate, like a black box.

Think of your brand as a glass box, transparent, that really conveys a message. Detach your brand from the concept of a close unit that doesn't share or communicate, like a black box.

TrendWatching introduced the notion of the 'Glass Box Brand' and since then we've really run with it as part of our thinking. We've spent decades designing logos, slogans and values based on frankly very little, now it is time to say STOP ✋ to whitewashing and YES 👍 to transparency!

The internet has changed everything, transparency being one of the biggest game-changers for brands. We can no longer make up values which don't truly represent us. This worksheet is all about drawing up values, which live internally inside the business and help shape and share the values outside it.



To get started, gather a multi-disciplinary team, and discuss the different elements on this downloadable worksheet and start thinking about how you can both 'say' and 'do' with some collaborative thinking behind it.

If you print the template, we suggest you choose a large format, for example, A3 or A2 and hang it on the wall. This will really facilitate collaboration and co-creation. Yet, we are in the digital era, aren't we? So we strongly recommend you try to work on it digitally on Mural.co. This will easily promote collaboration amongst a remote team.

This template is a quick sprint and may take less than an hour to complete.

What you need is:

  • Just yourself or you and your team
  • Markers if you print it / Sticky notes and text boxes if you work on it digitally.

Download the Glass Box Brand template below 📥

Think of your brand as a glass box, transparent, that really conveys a message. Detach your brand from the concept of a close unit that doesn't share or communicate, like a black box.