…to successfully visualize and verbalize an idea. 1st stage: DESIGN the key properties, i.e. the visual and verbal identity for the brand or product to be used in ALL media. 2nd stage: Execute the chosen idea in several media as for instance packaging, print advertising, website, POS material, TV or outdoor. 3rd stage: Design the final execution of this idea for the package which will ALWAYS be the main medium for the identity. 4th stage: Prepare a one-page identity sheet with a short explanatory text. 5th stage: UPDATE, SIMPLIFY AND AMPLIFY.
In order to achieve maximal impact for least money is, as this article explains, not a complicated matter. However, in practice, very few brands achieve this today as the communication is split up between different units, departments or managers. Furthermore, a communication coordinator with decision rights is seldom at hand.
Guinness just redesigned their 50cl draught can. Did you notice it? Maybe, maybe not. Doesn’t matter. What matters is that they did it right. This is unusual as today we mostly see up-datings or modernisations without real logic or common sense thinking – just playing around with different elements. Here are seven learnings:
I am often asked the question: “from where do you get your creativity?” The answer is: “mostly in keeping my eyes open, from storechecking, and being curious. That is what I would call the visual input to my brain. However, these images need stimuli to be of value and this stimulation comes from my verbal memory, from books I have read.