Addison Whitney Designers Kick Off Summer with Sum Art Show
Art, design, music and beer. Is there a better combination to kick off summer? I didn’t think so, and that’s just how Addison Whitney’s designers spent the first day of summer last Friday, June 21st.
Organized by our very own designer, Chris Cureton, Sum Art was a celebration of art and Charlotte’s growing creative community. Our designers, along with other local artists, gathered at Birdsong Brewing Co. to showcase original pieces and celebrate the start of summer. It was a fantastic show, and all who attended had a great time! Take a look at what our designers had to say about the experience, and check out the video to learn more about each of their pieces.
In their words:
“Sum Art was a great opportunity to bring art and design to the Charlotte community. By putting the focus on consumer experience, much like the brands we help develop, the show appealed to a much broader audience. It was amazing how an art show became such a fun event for all parties involved.” – Chris Cureton, graphic designer
"Sum Art was the perfect way to kick off summer – enjoying art and beer with friends and fellow artists in the community. There was an array of styles and media which made for a great show. I was thrilled to participate and look forward to more events like this in Charlotte!" – Cathleen Foley, design manager
"What I loved about the Sum Art show is all the variations of one question, what summer meant to us. And, how the personalities of all the artists shined through their work. I was truly honored to be a part of the show this year and hope to participate in coming years as well!" – Nick Irwin, design director
“I had a great time at the show and really enjoyed talking with the other designers/artists. Each and every one of us has unique memories and experiences of summers past and that definitely came out in our work. I was really impressed by the array of work that was shown and found it so interesting to see how seven different people interpreted one word.” – Karlie Winchell, graphic designer
To Vine or Not To Vine
So, what’s Vine? It’s a Twitter-owned mobile app that lets users create and post up to six-second video clips. Basically, its video creation meets stop motion animation meets mobile flexibility.
What does this have to do with branding? Well, when you think about it, a lot that can happen in six seconds. And, for that matter, resourceful companies can dynamically show off their brands in this free, easy-to-use, instantly-social platform.
Tips and Tricks We’ve Learned So Far
- Keep it simple. This is easily the #1 bit of advice for Vine. It’s best to stay with two to three concepts in one video. And do your best to stick with clean transitions.
- Really think about what you’re filming. Is six seconds of a MetLife blimp flying through the air all that compelling? Does it tell a story? Not really. Once you think through the story you want to tell, use your video to make it come to life.
- It can be quite awkward at first. Holding your finger down on your iPhone screen while keeping it steady and making sure you capture what you want…is, well, a bit of an art form. Don’t get frustrated. Just know that it may take several tries before you perfect your vision.
- Guess what? There’s audio, too! And audio can really add dimension to your videos. (Or detract from them, so pay careful attention to ambient noise while you’re filming.)
Tips and tricks aside, companies shouldn’t use Vine just to jump on the bandwagon. If there isn’t a clear purpose for your account, then don’t do it. Addison Whitney has just started exploring Vine (check out our first video [with audio!]), but if we play with it for a month or so and we don’t feel like it’s effectively building our brand, then we’ll learn from our experiment, move on and focus on what works for us.
We’ll leave you with a few of our favorite Vines so far. They’re inspiring creativity while building their brands. Good stuff!
- GE: Over the years, GE has created an incredible social media presence and its Vine account is no different. This particular Vine is a done exceptionally well, and shows science in a beautiful, practical way.
- Urban Outfitters: This Vine from Urban is a bit more playful, but the rest of its account is worth perusing as well for unique ways to leverage your product portfolio through Vine.
- MSNBC: This Vine gives a quick snapshot at a day in the life of MSNBC. It’s a neat inside look at the network’s goings-on.
- BuzzFeed: The BuzzFeed brand is notoriously tongue-in-cheek and this Vine articulates that sentiment perfectly.
The Truth About the Uninvited Redesign
“The 'uninvited redesign' has become a fixture on the Internet over the past few years. It perpetuates the perfect symbiotic relationship between designer and audience: People love seeing what Wikipedia or Microsoft might look like in the hands of a genius, and designers love stretching their legs without the burden of a real client or brief.” – FastCo Design, August 2012
The uninvited redesign is something you could say we all do on some level. Those of us with any interest in branding and/or design pick apart almost any brand we encounter and think about all of the things we’d do differently to make it just a little bit better. And that’s where it ends, for most of us that is.
But the uninvited redesign has become a trend in the design and branding community that some of the most recognizable brands have become the subject of. An uninvited redesign occurs when a designer takes a brand and completely redesigns it to their liking without any contracts, financial obligations, and lastly, no solicitation from the client for the redesign. These are the greatest aspects of an uninvited redesign; there is essentially no pressure and input from the client; so designers are able to simply focus on the design and aesthetics of the brand without much regard to anything else. And what you end up with is a beautiful representation of all of the “could be’s and should be’s” for the brand. And boy, some of the uninvited redesigns that have been spread throughout the design community (Wikipedia, Microsoft, and American Airlines for example) are really pretty and have caused a clamoring for these brands to change.
So, before we go any farther let’s do a quick recap of an uninvited redesign: non-binding, zero cost, unsolicited, no pressure, and no client feedback. Sounds great if you’re a designer, doesn’t it? But what if you’re one of these brands that have now been subjected to seeing idealistic designs of your brand plastered all over the internet? You probably feel very differently than the designers that are knocking at your door to make all of their beautifully crafted changes.
If you’re a designer you’re taking a look at these brands through rose colored glasses so it’s relatively easy for you to say it should look this way or that way, but one really important thing that is missing is strategy behind those designs. Designers are critiquing existing brands without consideration to brand equity, strategy, longevity of the design, or solid research to warrant drastic changes. But if you’re someone who is responsible for said brands you don’t wear rose colored glasses, you’re faced with reality. Unfortunately for brands they have to navigate through all of the calls-for-changes that are near constant on the internet and make decisions for their brands not from an idealistic standpoint but from a business conscious point of view. Going through a complete redesign, especially for major brands, takes a lot of time and money and must have a sound business reason behind it – and no, because it looks pretty is not a sound business reason.
Making a decision about a complete redesign requires research and a proper strategy. It is easy to hear critics from all sorts of outlets calling for a redesign of your brand, but make sure you take the time to perform the necessary steps and have the foundation for both a proper and successful redesign. Once you’ve laid that foundation and have decided that a redesign will best position your brand for long-term success it will then be time to make it all come together through a well-defined and planned design strategy.
Cable Networks Rebrand to Stay Ahead of the Game
TV is a tough business, and the competition for both viewers and advertisers is cut throat. After all, they’re the two factors in keeping a station afloat. So with the ever-growing popularity of DVR, online programming, social media and an impressively long list of channels, the cable landscape is changing. And with that so too have the networks’ branding challenges.
Cable used to be defined by clear-cut niche programming and stations that replayed old movies, and syndicated sitcoms, but to keep up with each other the lines have blurred, and original (not to mention more diverse) content is starting to pop-up on cable networks at every click; which is exactly why networks are feeling the need to rebrand and reposition their brands more than ever before.
There is a growing list of channels overhauling their identities, but let’s take a deeper dive into these three examples below and see what they did to help set their networks apart from the competition.
In May 2012 TV Land the original station for those of us who love old sitcoms introduced an updated logo and new tagline “laugh more,” both of which were developed to broaden the TV Land brand and the programming it offered.
The logo speaks to the modernization of channel, and showcase that TV Land is about combining acquisitions and creating original sitcoms – all intended to make you, that’s right, laugh more.
E! Entertainment, one of the original purveyors of pop culture gossip (and everyone’s guilty pleasure) announced at their April 2012 upfront presentation that they would be introducing an updated logo and tagline. The new logo and tagline are intended to speak to the fact that E! has always been the epicenter of pop culture, and that the network’s next chapter is all about never letting anyone go a minute without their pop culture.
E! is also looking to rebrand itself on air by introducing scripted series and adding to its already existing reality and documentary series.
Of the three examples, Comedy Central’s rebrand is certainly the most drastic and has the best story to tell. Their old logo, the globe with buildings coming out of it, was hard to adjust into the digital age. One blogger wrote that the old Comedy Central logo was “like showing up in a Hawaiian shirt at a Fortune 500 company.” The old logo no longer fit the identity of the channel nor did it reach their younger audience.
The new logo, a “C” tucked inside an upside “C” bears a striking resemblance to the copyright symbol, which some have said shows the new Comedy Central logo subtly suggests that they’ve got a lock on laughs. Clever and funny, don’t you think? While at first glance this logo may not seem to capture what Comedy Central stands for, I bet now you might think differently.
Good Things Come in Great Packages
In a society driven by the importance of looks, package design is vital when it comes to brand image and is the best chance to make a sale based on looks alone. How many times have you been faced with a decision between two different products and let your decision fall on the design of the product or its packaging alone? I know I have been guilty of this more than once, which led me to consider just how important package design really is.
According to Marketing Week, up to 70% of purchase decisions are made in stores and are heavily influenced by package design and marketing. Product design involves form and can be used for a variety of functions. Some of these functions include differentiating your product from your competitors, giving a physical aspect to your brand’s personality, and to serve as a brand identity tool so that consumers are able to recognize it anywhere. Also, for many consumers bonding with package design marks the beginning of an experience with a brand and can spark product loyalty. The design of a product can be a very powerful marketing tool, argues Mike Smart, design strategist for Design Council. “Design gives form to the idea and the role of the designer is very much to understand and position themselves between the ideas world and the physical product on shelf. Designers have a focus on the craft of making something but maintain the integrity of the research behind that brand.”
One of the best examples of successful package design is Chanel No. 5 perfume. Now in its 90th year of production, Chanel No. 5 is the best-selling fragrance of all time all thanks to its classic and timeless bottle. The most important aspect of the perfume, the bottle, has remained largely unchanged since its conception in 1922. Back then the bottle was actually made of delicate crystal and featured a rounded top. But that container proved to be much too fragile for shipping. It was then that Coco Chanel made some modifications to the neck and stopper of the bottle. Her idea was to produce clean, simple lines and to feature the perfume itself with a translucent bottle. The simple white label with black type, which has also remained unchanged since 1922, it is a strong representative of simplicity and functionality.
Not all brands have been lucky enough to experience the same success as Chanel and are constantly on the lookout for new and exciting ways to get a leg up on their competition. Package designers have recently taken into account how popular social media has become and have started to integrate it into their packaging. In the United States you can now use an iPhone application to scan a special barcode on the packaging to receive information about the product. Previously brands were limited on what could be put on packaging by its size. Now, these barcodes will direct consumers to Facebook, Twitter, or others sites linking them directly to promotions, comments, reviews, as well as inviting real-time feedback.
Are you able to recognize your favorite products just by their packaging alone? Whether it’s the bright red and sliver of a can of Coca-Cola, the sleek and modern design of Apple products, or the distinctive styles of your favorite automotive brand, package design is among the first things that consumers notice about a potential purchase. For many brands package design is the deciding factor on whether or not their brand stands out or fades into the background.
Contributed By: Nicole Juliano
Why Marketers are Borrowing Instagrammer's Photos
Everyone has heard the old saying “a picture is worth a thousand words” at least once or twice, but nowadays don’t be surprised if you hear it more often. It was this old proverb that inspired Kevin Systrom and Mike Krieger to launch a free photo sharing program called Instagram in October 2010. Instagram allows users to take photos on their mobile devices, edit them, apply cool filters, and then upload them to a variety of social media networks including Instagram’s own. Shortly after its launch, Instagram was made available in Apple’s app store for download on all Apple products. By December of 2010 Instagram had already acquired one million users and by June 2011 they had grown to five million users. More recently, in April 2012 Instagram was launched on the Android platform had acquired 30 million registered users. That’s a lot of photos!
Now with more than 50 million users, Instagram is not just another advertising strategy for big brands. Since the site is advertisement free, brands must come up with authentic and engaging visuals to convey their message and inspire fans. More so than advertising, brands on Instagram are essentially storytellers trying to show viewers what their brand stands for or what they wish to convey, whatever that might be. That’s one of the greatest parts about Instagram; your pictures are worth a thousand words.
Instagram’s popularity plays heavily off of the unique and creative way people can share their lives with each other through visuals. And the simple fact is that people love taking pictures and sharing them with their friends. So how can big brands take advantage of this to market their products and services? Not only are big brands hiring active users on Instagram but they are also creating their own Instagram streams for customers to follow. Brands such as Barney’s New York, Volvo, and Delta are just a few who have hired Instagram users with large followings to help them promote their brand. These companies will offer incentives such as cash, trips, or their products to these users in exchange for images of given products or events.
An example of this is when Delta invited six Instagrammers to take pictures of the playoff hockey game between the New York Rangers (which the airline sponsors) and the Ottawa Senators from Madison Square Garden. Not only were the Instagrammers paid but they were also given access to Delta’s Sky360Club while they were at the game. After all was said and done it was estimated that Delta had made more than 5.6 million impressions, the total number of photos broadcast by the Instagrammers multiplied by their total number of followers. This type of marketing with Instagram helps create intimacy with followers of the brands who wouldn’t normally be able to attend these events or see the images in the photos for themselves.
Another way that brands are utilizing the site is by simply creating their own streams on Instagram. Brands such as Red Bull, Starbucks and General Electric have taken to creating their own streams to share their very own photos with their followers. For example, you'll see more than light bulbs on GE’s Instagram account. Its main objective is to show off GE's work in different industries. Fans get to see larger than life images of trains, plane engines and, of course, their employees. Starbucks focuses their stream on highlighting in-store experiences around the world and showing how new coffee flavors are developed and tested at Starbucks headquarters. Red Bull shows fans pictures of extreme sports in action all over the world. Brands with their own streams are able to create and control the content and can paint a picture of the brand that fans haven’t seen before. From behind the scene exclusives to everyday happenings, fans will appreciate the creativity of big brands on Instagram.
Contributed By: Nicole Juliano
Product Naming Spotlight: The Transition
It's a bird ... it's a plane ... it's a car. Actually, it's two out of three: a plane that transitions into a road-use vehicle. Hence the name: The Transition.
For pilots, simply land at the airport, fold your wings up and drive home.
I appreciate the simplicity of the name selected by the manufacturer, Terrafugia. Appealing to the pain point of pilots who face a dilemma of transportation once they land their aircraft, the name speaks to the benefit of 'transitioning' from plane to road vehicle.
The company could have chosen a more unique approach; after all, this is basically the FIRST flying car. Are they leaving open space for future manufacturers to own the category with a more memorable name (think what Swiffer did to the sweeping/mopping category)? I'm not sure. With close to a $300,000 price point, I think they're pretty safe in the space right now.
New Look, Classic Taste: Coca-Cola Follow Up
Keeping a brand fresh while still maintaining its integrity can be challenging. While an updated look could modernize your brand or help it stand out in a crowded marketplace, it is important not to lose sight of who you are and what your brand stands for. Imagine just how challenging refreshing your brand would be it were 125 years old. As Coca-Cola celebrates this milestone anniversary, Coca-Cola and Diet Coke cans are getting a fresh new look.
Rolling out in September, revamped Diet Coke cans feature a magnified segment of the Diet Coke logo where the “D” of Diet rests on top of the “k” of Coke. This mod design does not reveal the brand’s complete name. I guess when you’re the world’s best-selling diet soda you don’t have to worry about partial name recognition.
Not to be outshone by its calorie-free counterpart, design firms around the world have been creating special anniversary packaging for Coca-Cola’s flagship beverage. Check out ADWEEK’s collection of designs from Britain, Hong Kong and Serbia.
Coca-Cola found a nice balance with this campaign. One quintessential beverage got a sleek, edgy design and the company still embraces and celebrates its history in a fun and visually-appealing way.
What other brands have you seen celebrate milestones with special packaging?
Nice Package: 5 Tips for a Great Package Design
As "the hot dog wars" battle on between Sara Lee Corporation and Kraft Food Inc. in a Chicago courtroom over misleading package designs, I think it's time to take a deeper look into packaging and why it is important enough for these two companies to battle it out in court.
While a brand must employ a successful strategy throughout many different touch points including advertising, identity, and web presence, it is packaging that could most directly have an impact on a brand's sale. No longer is a product's package merely a means of protection during transport from point A to point B, but an increasingly important factor in product's success. A well-marked package will get a customer to pick up a product and take a closer look, which ultimately puts you one step closer to making that sale. This is why it is so important to have an interesting and compelling package design.
Kristin Everidge, Manager of Visual Branding at Addison Whitney, says "People are drawn to products with interesting packages because it suggests that what's inside is equally appealing or different." Package design can enhance a brand through unique structures, sustainable materials, cross promoting other products and building brand awareness through shelf displays and planograms that wow consumers during their weekly shopping trips.
Packaging is a vehicle that reflects the product's brand and image. To ignore the importance of packaging in today's market is your own product's death. Package design should be a continuous investment to evolve with the ever changing world that is packaging.
But what makes a great design? I asked Kristin and these are her top five elements of a great package design (in no particular order):
- 1. Shelf Presence/ability to grab attention quickly
2. Effective informational hierarchy
3. Inspiring materials and structure
4. Functionality
5. Clean & crisp design (images, typography, and functional information)
So do you think you're immune to the power of package design? I think the real answer would surprise you, next time you're shopping the aisles of your local Target, take note of the products you grab and how compelling their designs are compared to the products you left behind…
McMakeover
McDonald's has introduced subtle changes over the past few years such as healthier menu options and new coffee drinks. Now, the fast food chain is undergoing a $1billion dollar makeover. According to USA TODAY, McDonald's hopes to have the majority of America's 14,000 locations revamped by 2015.
Expect to sit at wooden tables or on faux leather chairs. Bright red and yellow interiors are being traded for muted yellow, orange and green palettes. Though designs vary by location, recent makeovers of select stores have included: Flat-screen TVs, adding second drive-through windows and lounge areas for diners looking to stay a while.
Another new feature seen in some locations: the golden semi-swoosh. McDonald's calls it the yellow "brow" — or half of a golden arch. Maintaining the familiar yellow design, the brow might be a sleeker, more modern approach to the famous arches.
It is unclear how consumers will react to the renovation. The new look and feel will certainly be familiar to Panera or Starbucks customers, but many Americans grew up with the classic look and could feel alienated by the drastic changes. For now, all eyes are on McDonald's. America's largest chain restaurant is redefining itself which could mean big changes in the future for other fast, casual dining competitors.