Verbal Visual Experiential Framework
A Map, Not a Manifesto
The Verbal Visual Experiential Framework (VVX Matrix) is a three-lane compass. One lane speaks words, one sketches visuals, one scripts experiences. Stack any idea into those cells and the fog lifts. Writers seize the phrasing that proves purpose, designers spot the shapes that carry it, and producers see exactly where a customer will feel it.
Why Everyone Nods
It lets strategic minds, visual folk, and experience designers sit at one table, point to the same grid, and nod in unison. Brand strategists shrink lofty purpose lines into copy a sixth-grader can repeat. Designers treat the middle column as a permission slip for palettes, grids, and icon sets that mean something. UX and CX leads read the experiential column like a flight itinerary, ensuring every touchpoint lands on the promised runway. Product managers pull it out when feature creep knocks. Even compliance teams appreciate seeing why a color choice ties back to ethics and trust.
One Grid, One Language
Slide the matrix into any kickoff and ask, “Which box owns your idea?” Empty squares expose fluff fast, saving budget and headaches. Onboarding speeds up, debates melt away, and every contributor speaks the same dialect.
Built on Proven Bones
Borrowing the sharpest edges of Kapferer, Wolff Olins, Interbrand, and Prophet, the matrix fuses semiotic practice into one lean skeleton. Clients get clarity, studios get focus, and audiences get a story that never drifts.
Visual Verbal Experiential (VVX)
| DNA Element | Verbal Code (Voice) | Visual Code (Look) | Experiential Code (Feel) |
|---|---|---|---|
| Essence | One-sentence brand soul. | Signature logo or graphic cue. | Flagship experience that proves the essence. |
| Purpose | Why the brand exists in human terms. | Visual choices that spotlight the purpose. | Activity that brings purpose to life. |
| Promise | What the brand commits to deliver every time. | Visual device that signals trust. | Proof touchpoint. |
| Personality | Tone of voice words. | Look & feel flourishes. | Behavior cues. |
| Pillars | List 3–5 core strengths. | How each pillar shows visually. | Related outputs or assets. |
| Origin | Origin story in one line. | Visual nod to roots. | Experience that honors heritage. |
Visual Verbal Experiential – Johnson & Johnson (Healthcare) sample
| DNA Element | Verbal Code (Voice & Messaging) | Visual Code (Look & Feel) | Experiential Code (Touchpoints & Behaviors) |
|---|---|---|---|
| Essence | Health is everything. | Red script logotype, generous white space, clinical photography. | Band-Aids to medical robots reinforce care that feels familiar yet advanced. |
| Purpose | Change the trajectory of health for humanity. | Diverse people thriving at every life stage. | Global access programs and the Credo displayed in workplaces worldwide. |
| Promise | Deliver trusted science and compassionate care, from prevention through cure. | Consistent red accent, confident serif headlines, clear infographics. | User-friendly products backed by transparent safety data. |
| Personality | Caring guardian meets restless innovator—plain language, quiet optimism. | Warm photos, soft gradients, precise grids. | Patient-first tone in every app alert, package leaflet, and social reply. |
| Pillars | 1 Credo ethics 2 R&D leadership 3 Global health equity 4 Quality & safety 5 Sustainability stewardship |
Credo callouts Innovation glyphs & molecule icons Equity heat maps QA seals Green leaf badge |
Credo Day volunteering Pipeline showcases Community clinics Quality dashboards Sustainability scorecards |
| Origin | Founded 1886 in New Jersey to make sterile dressings; now a diversified health company. | Heritage script mark anchors a unified masterbrand. | HQ heritage exhibits and digital timelines linking past breakthroughs to MedTech advances. |
Visual Verbal Experiential – Ropes & Gray (Law) sample
| DNA Element | Verbal Code (Voice & Messaging) | Visual Code (Look & Feel) | Experiential Code (Touchpoints & Behaviours) |
|---|---|---|---|
| Essence | Trusted legal partner for the world’s toughest deals & disputes. | Deep-navy logotype, generous white space, editorial portraits spotlighting teamwork. | Cross-office teams that drop in like special forces on complex matters. |
| Purpose | Protect and propel innovative businesses and mission-driven institutions. | Imagery of progress—cityscapes, data streams, life-sciences labs—framed by a precise grid. | “Insights” series translating precedent into plain English for GCs and boards. |
| Promise | Elite, forward-thinking counsel delivered with unwavering integrity. | Confident serif headings, modern infographics, deal tombstones. | One-call service: rapid response pods, post-matter debriefs, transparent billing dashboards. |
| Personality | Rigorous strategist meets pragmatic problem-solver—calm, candid, never showy. | Minimal palette (navy, charcoal, silver), subtle motion on digital charts. | Plain-spoken emails, partner-led briefings, DEI spotlights in social feeds. |
| Pillars | 1 Complex-matter excellence 2 Collaborative global teams 3 Client-centric innovation 4 Purpose-driven culture (DEI & pro bono) 5 Insight leadership |
Global office graphics Innovation glyphs (AI, FinTech, ESG) Pro bono crest DEI story icons Rankings badges |
Multijurisdictional deal rooms Tech demos for clients Pro bono clinics Diversity scholarships Annual “State of the Market” report |
| Origin | Founded 1865 in Boston by Ropes & Gray—maritime claims to global powerhouse. | Heritage ampersand woven into modern patterns. | HQ timeline displays and podcasts linking Civil-War roots to ESG counsel today. |