Fuse 2018: A Deep Dive into Design and Consumer Brand Experience
April 14, 2012 — Eliza S.
Gaining new insight on design and brand strategy is essential for us to continue to be experts and innovators in our field. That’s why we sent our Engagement Director, Damien Moore-Evans, to the Fuse 2018 conference to observe the latest tools and knowledge leveraged by some of the top performers in the industry.
A spotlight on pioneers and scene-stealers from both well-known brands and design startups, Fuse set to “celebrate disruptors and game changers within iconic and startup companies. Those who are changing the face of design and the way consumers experience and interact with the brand.”
With the fairly unpredictable nature of this industry, we understand the need for brands to cater to the ever-changing consumer. Even the most well-recognized brands have to be open to modifications, and we’ve seen it firsthand with recent redesigns including our work for Cheerios, Land O’Lakes, and Pillsbury. Many speakers at the conference stressed this importance for change, and the conference also included a multitude of other tips on how brands can stay at the top of their game.
Here are some of our favorite takeaways:
Data-driven content is the only way to avoid failing behind Pantone: Color is the first thing you […]
Becoming a “licensee” allows brands the opportunity to extend into a new category or industry, modernize, stay relevant and build upon their brand value. When choosing the right licensing opportunity and when implemented effectively, it can have tremendous benefits. As of late, we’ve seen this with Minion-mania. It’s been said that Universal will make more off of licensed products than the Minions movie that just came out in July. Sounds tempting, right? But before jumping in, let’s take a step back and evaluate licensing.
The way I see it, licensing is a very personal tool used by brands. I often think of it as a relationship. Two people joining as one and representing what each other stands for. You look to benefit from each other, you meet each other’s friends and as a couple you work together to make each other happy. But unlike a relationship, you have the opportunity to plan for success prior to creating the partnership.
Here are five guidelines for brands to keep in mind when thinking of entering a (licensed) relationship:
What are you looking to get out of this?
Licensing should be used as a strategic business tool. Brands that want to license someone else’s intellectual […]
Who gets excited anymore when they open their mailbox? Do you welcome the mail from your cable company as a delightful surprise? Do you giggle and wiggle at the sight of a letter from the bank? How special does the finger-staining, “current occupant” addressed catalog from Cardboard & Plywood make you feel? And let’s be honest: when was the last time you received—let alone sent—a note just to say “Hi”?
Pixinote, a newly launched printing and mailing service, is changing the rules of correspondence. With your mobile device, you can go to www.pixinote.com (mobile apps are in the works), select a picture from your photo album and jot a note to a friend. Pixinote will then transform all of this into a physical, thoughtful, personalized little note in a cute, crafty looking envelope. It’s as simple and lovely as it gets.
At a time of fast and furious virtual communication, who takes the time to snail mail a note anymore? By putting together the best of two worlds—materialized emotions and dematerialized logistics—Pixinote is reinventing the category by creating a new physical format for the way data is consumed on people’s phones. It gives a body to Facebook status, tweets and […]
First things first, nailing the brand called “Hillary”
April 14, 2012 — Eliza S.
Earlier this year, I commented on how I would advise the team responsible for branding Hillary Clinton’s political campaign. Well, last month Fast Company commissioned UK-based branding agency Moving Brands to rebrand Hillary after her 2016 bid announcement caused commotion in the design community. The hypothetical rebrand developed creative executions to bring it to life—and yielded a very similar conclusion to mine.
I recommended applying a framework of the role, personality and behaviors that should be emphasized to create a unified presentation of Hillary’s beliefs. I said she should adopt the role of the “sage” and demonstrate personality traits of self-awareness, discernment and discipline to set herself apart from her contenders. Turns out, I was in good company.
The Fast Company article similarly suggests that Hillary demonstrate her role as the wise leader by showing that “there is a better way,” implying that she can help guide America there. Also, the main thrust of the campaign execution comes in the form of a tagline, “make it real.” This speaks to the personality traits I had suggested—discernment (being able to judge what people truly need) and discipline (making it happen). From a verbal style and tonality standpoint, using an imperative verb tense creates […]
My love affair with typography started like it does for most creatives with doodles. What young girl didn’t write her name all over her notebooks in school? Sounds like a cliché, I know, but movement of thick to thins, creating the drama of revealing shapes and forms just makes my heart beat faster. I must have known somewhere in my subconscious that these illustrative habits would transform into my future in use of visual communication.
As a result, I can’t hide my excitement for the recent rise of hand lettering in graphic design. Breaking out of the mechanical digital age in design has become a prevailing trend and is a new outlet for self expression. Even more than social media, blogs, and autobiographies self expression is evolving from verbal to visual through typography.
This new trend is signaling the need for originality in the DIY culture we are living in. Calligraphy and hand lettering styles have boomed in the industry in forms of personalization to emulate the handmade look. In a recent article, Martina Flor, a well known typographer, describes the two perfectly: “Calligraphy embraces randomness and surprise, while lettering decides exactly the shape that a certain gesture or letter should have.” You could compare a letterform or type style to any human trait, and that’s what makes them so […]
Craft Beer: How I Explain the Importance of Good Branding
April 14, 2012 — Eliza S.
The recent emergence of craft beer illustrates the significance of branding. As many now know, craft beer has become one of the hottest growing categories on the market, and with this growth comes fierce competition.
Here’s a little bit of context: In the past four years alone, the craft beer industry has grown from 1,625 breweries in 2010 to 3,418 breweries in 2014. That’s an increase of almost 210%! Needless to say, this spurt has left brewers scrambling to find new ways to stand out on crowded shelves and rotating draft lines. But the question remains, how can small breweries drive brand awareness in an industry flooded with marketing dollars from beer giants like Anheuser-Busch and MillerCoors? Well, despite limited advertising budgets, craft brewers have quickly discovered that strong branding and packaging design can be their biggest ally for differentiating and promoting their product in market. According to Ian Knowles of Spruce & Norton, an NYC-based craft beer investment firm, “The new generation of beer drinkers are looking for depth of character in the brands they purchase, they look for sincerity in the product offering and how the story is being told. Ultimately, this starts with a strong brand identity, […]
I honestly don’t know how this happened but somewhere along my career path I became the food girl. Literally, from soup to nuts, I’ve worked on it. And besides being to blame for the many fluxes in my weight management (I challenge YOU to search for dumpling imagery and NOT eat them everyday for a week) I have enjoyed every minute of it.
The many restrictions put on food packaging that some might find challenging, I find exhilarating. Ad campaigns have free range to get creative––take, for example, the wonderful Oreo commercials that aired over the last year or so. And then compare that to the Oreo Packaging––it’s not BAD exactly––it’s just very literal. Because ambiguity is the enemy of food packaging and we don’t want any surprises when we open that box, unless, you know, they are really GOOD surprises. But still it’s the possibilities that keep me intrigued. Some of my more brilliant ideas could see the light of day one day right (pig wearing a bow tie as a pork sausage mascot anyone?)?
Some brands have successfully broken the paradigm, such as Campbell’s Go soup and the now defunct Kashi Good Friends cereal that feature people on […]