Download - Strategic Design as Branding
STRATEGIC DESIGN as BRANDINGGiacomo Colombo
Milan, May 22 2012
Giacomo Colombo – DesignLibrary, May 22 2012
AGENDA
‣ A long Journey
‣ Branding & Strategic Design - a deep relationship
‣ Arrigoni - a CB’a Case History
‣ The Future of Strategic Design
...a long
journey
Giacomo Colombo – DesignLibrary, May 22 2012
MY WAY TO STRATEGIC DESIGN
My first three steps before approaching the Master in Strategic Design have been:
‣ Università Commerciale Luigi Bocconi
‣ Domus Academy - Industrial Design Summer Course
‣ Central Saint Martins - Graphic Design Summer Course
Giacomo Colombo – DesignLibrary, May 22 2012
A MINDSET SHIFT
The MDS was the time and place where I realized the different values of Design.
Giacomo Colombo – DesignLibrary, May 22 2012
THE FIRST APPROACH TO BRANDING
The first Branding agency I worked for has been Landor Associates.
Important goals I achieved:
‣ What’s Branding
‣ How to manage projects
‣ How to apply Strategic Design principles
The place where I daily apply Strategic Design, CB’a Brand Vision & Design Solutions, is a French agency borned in Paris in 1983 and part of the WPP Group.
Giacomo Colombo – DesignLibrary, May 22 2012
CB’a
Giacomo Colombo – DesignLibrary, May 22 2012
THE NETWORK‣ CB’a has 12 offices worldwide
‣ a group of 285 professionals
‣ coming from 17 different nationalities
‣ 20 Global Clients working with more than one CB’a Office
Giacomo Colombo – DesignLibrary, May 22 2012
THE SKY’S THE LIMIT
Our approach to the Brand originates from the combination of creativity, strategy and a strong sense of partnership with our clients. Every project is a new challenge, putting the dialogue process at the fore, instead of rigid methodologies.
‣ Branding and Packaging
‣ Corporate Branding
‣ Branded Environment
‣ Digital Branding
Giacomo Colombo – DesignLibrary, May 22 2012
CB’a MAIN CLIENTS
...a deep relationship
What’s Branding
What’s Branding
What’s Branding
What’s Branding
Giacomo Colombo – DesignLibrary, May 22 2012
A NEW BRANDING UNIVERSE
In the past years we witnessed a shift in people’s focus from product to Brands, then from Brands to the story a particular Brand can tell.
From the Brand image to the Brand Storytelling
Consumers, choosing a specific product, start an emotional relationship with the Brand, and it needs to be meaningful.
TODAY...
YESTERDAY...a price gap was no more sustainable for a company, and you would need to support your tangible assets with a strong Brand.
Giacomo Colombo – DesignLibrary, May 22 2012
YEARS AGO...to attract customers and establish your position on the market you needed to be competitive on quality, delivery time and price.
you need to tell a Story, and it has to be true.
Giacomo Colombo – DesignLibrary, May 22 2012
SOMETHING IN COMMON
Branding is a discipline which applies strategic insights to the relationship between a Company and its Stakeholders, using design to leverage its proposition.
Strategic Design is an approach, is a way of interpreting “design thinking” and more in depth the integrated body of products, services and communication strategies with which a company presents itself to the market and sets itself in society.
What’s Design
Giacomo Colombo – DesignLibrary, May 22 2012
THE TEN PRINCIPLES
Back in the early 1980s, Dieter Rams was becoming increasingly concerned by the state of the world around him – “an impenetrable confusion of forms, colours and noises.”
Aware that he was a significant contributor to that world, he asked himself an important question: is my design good design?
Giacomo Colombo – DesignLibrary, May 22 2012
1. GOOD DESIGN IS INNOVATIVE
The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.
Giacomo Colombo – DesignLibrary, May 22 2012
1. GOOD BRANDING IS INNOVATIVE
Giacomo Colombo – DesignLibrary, May 22 2012
2. GOOD DESIGN MAKES A PRODUCT USEFUL
A product is bought to be used. It has to satisfy certain criteria, not only functional, but also psychological and aesthetic. Good design emphasizes the usefulness of a product whilst disregarding anything that could possibly detract from it.
Giacomo Colombo – DesignLibrary, May 22 2012
2. GOOD BRANDING MAKES A PRODUCT USEFUL
Giacomo Colombo – DesignLibrary, May 22 2012
3. GOOD DESIGN IS AESTHETIC
The aesthetic quality of a product is integral to its usefulness because products we use every day affect our person and our well-being. But only well-executed objects can be beautiful.
Giacomo Colombo – DesignLibrary, May 22 2012
3. GOOD BRANDING IS AESTHETIC
Giacomo Colombo – DesignLibrary, May 22 2012
4. GOOD DESIGN MAKES A PRODUCT UNDERSTANDABLE
It clarifies the product’s structure. Better still, it can make the product talk. At best, it is self-explanatory.
Giacomo Colombo – DesignLibrary, May 22 2012
4. GOOD BRANDING MAKES A PROPOSITION UNDERSTANDABLE
Giacomo Colombo – DesignLibrary, May 22 2012
5. GOOD DESIGN IS UNOBTRUSIVE
Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.
Giacomo Colombo – DesignLibrary, May 22 2012
5. GOOD BRANDING IS UNOBTRUSIVE
Giacomo Colombo – DesignLibrary, May 22 2012
6. GOOD DESIGN IS HONEST
It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept.
Giacomo Colombo – DesignLibrary, May 22 2012
6. GOOD BRANDING IS HONEST
Giacomo Colombo – DesignLibrary, May 22 2012
7. GOOD DESIGN IS LONG-LASTING
It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.
Giacomo Colombo – DesignLibrary, May 22 2012
7. GOOD BRANDING IS LONG-LASTING
Giacomo Colombo – DesignLibrary, May 22 2012
8. GOOD DESIGN IS THOROUGH, DOWN TO THE LAST DETAIL
Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.
Giacomo Colombo – DesignLibrary, May 22 2012
8. GOOD BRANDING IS THOROUGH, DOWN TO THE LAST DETAIL
Giacomo Colombo – DesignLibrary, May 22 2012
9. GOOD DESIGN IS CONCERNED WITH ENVIRONMENT
Design must contribute towards a stable environment and a sensible use of raw materials. This means considering not only actual pollution, but also the visual pollution and destruction of our environment.
Giacomo Colombo – DesignLibrary, May 22 2012
9. GOOD BRANDING IS CONCERNED WITH ENVIRONMENT
Giacomo Colombo – DesignLibrary, May 22 2012
10. GOOD DESIGN IS AS LITTLE DESIGN AS POSSIBLE
Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.
Giacomo Colombo – DesignLibrary, May 22 2012
10. GOOD BRANDING IS AS LITTLE BRANDING AS POSSIBLE
The Arrigoni Case History
Giacomo Colombo – DesignLibrary, May 22 2012
REBRANDINGBACKGROUND
Arrigoni is a historic dairy company, located
in Lombardy not far from Milan. Since 1914
it consolidated its reputation as producer of
high quality products, working for important
brands and producing for the best european
private labels.
BRAND VISION
The entire project aimed to rebuild Arrigoni
awareness and relevance as a Brand and no
longer just as a producer. Starting from the
differentiating values and personality, the
Brand image emerged to define a new
Brand identity, along with an entirely new
look & feel, which ultimately came together
to express the Brand image through a new
packaging system.
DESIGN SOLUTION
The new image is emotional and genuine at
the same time, coupled with a simple pack
system able to transmit the differentiated
values of the Brand and the product. The
project led to the restyling of the entire pack
system, the corporate identity, as well as a
new website and company profile.
Giacomo Colombo – DesignLibrary, May 22 2012
Giacomo Colombo – DesignLibrary, May 22 2012
Giacomo Colombo – DesignLibrary, May 22 2012
Giacomo Colombo – DesignLibrary, May 22 2012
Giacomo Colombo – DesignLibrary, May 22 2012
The Future of Strategic Design
Giacomo Colombo – DesignLibrary, May 22 2012
THE FUTURE
The Future of Strategic Design lies in his nature, in the fact that Strategic Design is neither a subject nor a discipline.
I rather prefer to define it as a meta-subject, a mindset, to be used as a tool to face the challenge in our very own field.
Thank you.