A couple of weeks ago, I took the opportunity to go out to Los Angeles to visit a client. This resulted in strengthened relationships, increased cultural awareness, and, of course better connections. Is exporting the way forward?
Today, more than ever, it’s important our work first into a larger cultural narrative. We want stories. We want opinion. We want to know what we are buying, and what we are supporting. Tone of voice is about what you stand for.
Tone of voice is not what you say, it’s how you say it.
Brands that thrive are the ones that connect through movements and experience. They are the ones that drive forward change.
Organisations must recognise that brands are about experiences, and they are a work in progress. The world is constantly changing, and brands must too. Audiences have also changed, they are unpredictable. Organisations must learn to be comfortable with this, and the unexpected, and trust the process of trying new things, and creativity, to connect to audiences. They must start to be more human.
With the meteoric rise of Extinction Rebellion over the past year, from bringing London to a standstill, to more recently turning down a nomination for Beazley Design of the Year prize, we thought it was time to reflect on the key benefits of audience ownership and how a brand born within a movement can take on a life of it’s own…
Human connection brings impact. This requires time. And trust. And brands, more than ever, have to be human. There is too much noise out there.
As creative and communication designers, our purpose is to help organisations connect to audiences with impact, in the simplest yet most compelling way. Our process to do this starts with conversation, which inspire ideas and leads to outcomes. Outcomes should never come first. People before product.
We’ve submitted our design for the Fedrigoni UK calendar, in which 365 designers were selected to submit ideas for a 2020 calendar that will be printed showing different ideas and skillsets.
Each participant was asked to contribute a piece of work interpreting a date provided to them at random. Confines were established to challenge each designer’s creativity by restricting the book to one colour print, which forced their pieces to focus strictly on concept, shape and form. Through these parameters the Calendar has shaped into a beautiful visual story whose pace varies from page to page, and spread to spread.
We can’t reveal what date we got yet, but here’s a clue: punk is not dead, or is it?