Innate Motion In House Design Paula Eklund Serendipity

1. WHAT INNATE CAN
DO WITH CREATIVITY & DESIGN ?
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2. CONTENT
1. THE DILEMMA TO GET THE TWO SIDES OF THE BRAIN WORK TOGETHER FOR THE
BRAND
2. HUMANIZING INNATE BUSINESS FROM A CREATIVE PERSPECTIVE
3. HUMANIZING BUSINESS WITH CREATIVE STRATEGY OFFERING
USING DESIGN
USING TRENDS
USNG BRANDING
WITH SHARP PRESENTATIONS
4. ENABLING WITH IN HOUSE DESIGN
OVERVIEW OF THE DESIGN PROCESS
CREATING A DESIGN BRIEF
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3. 1. THE DILEMMA TO GET THE
TWO SIDES OF THE BRAIN WORK
TOGETHER FOR THE BRAND
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4. PREDICTION
VISUALIZING WILL BECOME
THE MOST POWERFUL
STRATEGIC TOOL
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5. PROBLEM
IN MOST COMPANIES, STRATEGY
IS SEPERATED FROM CREATIVITY BY A WIDE GAP
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6. ANALYTICAL INTUITIVE
LOGICAL EMOTIONAL
LINEAR SPATIAL
NUMERICAL VISUAL
VERBAL PHYSICAL
STRATEGIC THINKERS CREATIVE THINKERS
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7. WHY DO COMPANIES HAVE
TROUBLE WITH CREATIVITY?
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8. BECAUSE CREATIVITY IS
RIGHT BRAINED
AND STRATEGY IS LEFT BRAINED
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9. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
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10. THE PROMISE:
WHEN BOTH SIDES WORK
TOGETHER YOU CAN BUILD A
CHARISMATIC BRAND
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11. A CHARISMATIC
BRAND IS ANY
futur
e PRODUCT, SERVICE OR
ORGANIZATION FOR
WHICH PEOPLE
BELIEVE THERE S NO
SUBSTITUTE
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12. ANY BRAND
CAN BE
CHARISMATIC
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13. STRIVE TO FORM A BRIDGE BETWEEN
Logic & Strategy magic & design
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14. 2. HUMANIZING INNATE
BUSINESS FROM A CREATIVE
PERSPECTIVE
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15. HUMANIZING INNATE BUSINESS FROM A CREATIVE PERSPECTIVE
Involving creative skills in our projects will make us sharper and brighter.
It will refresh our thoughts and it will force us to change perspective more often.
Think of positioning projects, mission-vision development, brand strategy,
communication strategy.
When the innate motion output is touched by creativity clients will easier recognize
what we mean. Our work will awe our clients. Think of a mood movie capturing the
strategy in images and sounds, a creative briefing, visualizing a concept platform.
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16. 3. HUMANIZING BUSINESS
WITH CREATIVE STRATEGY
OFFERING
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17. USING
DESIGN
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18. DESIGN IS MORE
THAN AN AFTER THE
FACT COSMETIC
design
MAKEOVER THING
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19. DESIGN IS THE
NO. 1
DETERMINANT OF WHETHER
A PRODUCT- SERVICE -
EXPERIENCE
STANDS OUT OR NOT
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20. TALK OPENLY ABOUT THE DESIGN
MINDFUL OF THE
CORPORATE CULTURE
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21. USING
TRENDS
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22. WHAT IS A TREND ?
The strongest trend now is to put your own style
on display
But what is a trend?
A trend is usually a reaction to the world around us.
Politics, economics, religion en big societal questions are factors that influence
us all. Based on this we make our choice of interest
When designers in different parts of the world get the same kind of ideas at the
same time; that’s the time the pieces start falling into place and the
idea-trend is born
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23. TRENDS
DISPLAY HUMAN NEEDS
INCORPORATE TRENDS IN
SMALL DOSES
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24. CONSUMER TRENDS
ARE IDEAS
EMBRACED &
ADOPTED BY
PERSONAL CHOICE
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25. USING
BRANDING
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26. A BRAND IS A
PERSONS FEELING
ABOUT A PRODUCT,
SERVICE OR
ORGANIZATION
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27. IT S A GUT FEELING BECAUSE PEOPLE
ARE EMOTIONAL, INTUITIVE BEINGS
IT S A PERON S GUT FEELING. BECAUSE BRANDS ARE DEFINED
BY INDIVIDUALS, NOT COMPANIES, MARKETS OR THE PUBLIC
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28. BRANDING IS IMPORTANT
BECAUSE PEOPLE HAVE TO MANY
CHOICES
BECAUSE MOST OFFERINGS HAVE
SIMILAR QUALITY AND FEATUERES
BECAUSE WE TEND TO BASE OUR
CHOICES ON TRUST
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29. USING A LOGO TO CAPTURE THE LOOK AND FEEL OF THE BRAND
A LOGO IS THE VERY FIRST IMPRESSION PEOPLE GET OF YOUR COMPANY.
A LOGO NEEDS LONGEVITY.
A LOGO NEEDS TO BE ORIGINAL.
A LOGO SHOULD LOOK PROFESSIONAL.
A LOGO SHOULD REFLECT THE TIME AND THOUGHT GONE IN TO DESIGNING IT.
A LOGO IS THE STARTING POINT OF YOUR WHOLE CORPORATE IMAGE.
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30. WITH SHARP
PRESENTATIONS
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31. THREE DESIGN RULES
to turn slide shows into beacons of clarity
1. EDIT TO THE BONE.
Most slide presentations collapse under the weight of words.
Use as few words as possible on a slide and make them big,
this insures that the ones you use will be read and understood.
2. USE PICTURES.
Use visuals were words on a slide just can't cut it.
Whenever you feel the text in your presentation can’t fully support your key points,
insert a picture
3. KEEP IT MOVING.
It’s better to break slides into bite-sized ideas—usually one idea per slide — than to
squeeze everything on one slide. Slides are free, so use them freely. It’s preferable to
see a hundred slides that move at a fast clip than be forced to stare a single slide for
more than a minute.
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32. 4 ENABLING WITH IN HOUSE
DESIGN
OVERVIEW OF THE DESIGN PROCESS
CREATING A DESIGN BRIEF
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33. DEVELOPING COMPANY IN HOUSE DESIGN:
1. ACQUIRE SKILLS THAT RIVAL INDEPENDENT FIRMS
2. DEVELOP PROFESSIONAL ENGAGEMENT PROCESS
3. BE PROACTIVE & SEEK SIGNIFICANT PROBLEMS TO SOLVE
4. MAKE COMPETITIVE PITCHES TO INTERNAL CLIENTS
5. INSTITUTE A CHARGE-BACK SYSTEM
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34. OVERVIEW OF
THE DESIGN
PROCESS
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35. New
project
PRESENTATION THE BRIEF
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POSITIONING
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VISUAL
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REFLECTION RESEARCH
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DRAFT &
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CONCEPT
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36. CREATING
A DESIGN
BRIEF
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37. WHAT IS A DESIGN BRIEF?
First off, you may want to know what a design brief is. A design brief is something
that is vital to any design project as it will provide the designer(s) with all the
information needed to exceed your expectations.
A design brief should primarily focus on the results and outcomes of the design
and the business objectives of the design project. It should not attempt to deal
with the aesthetics of design…
That is the responsibility of the designer. The design brief also allows you (the
client) to focus on exactly what you want to achieve before any work starts on the
project. A good design brief will ensure that you get a high quality design that
meets your needs, providing you have chosen the right designer.
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38. 8 Step design brief
What does
your business
do?
What is the time
What are the
scale /
goals? Why?
deadline?
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Who is the
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Budget?
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market?
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Have you got a What copy
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benchmark pictures are
in mind? needed?
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What are the
specifications?
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39. WHAT DOES YOUR BUSINESS DO?
Never assume that the designer will know anything about your
company. Be clear and concise .
What does your company / organisation do?
What is your company’s history?
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40. WHAT ARE THE GOALS? WHY?
What is the overall goal of the new design project?
What are you trying to communicate and why?
Are you trying to sell more products or get awareness of your
product / service?
How do you differ from your competitors?
Do you want to completely reinvent yourself or are you simply
updating your promotional material?
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41. WHO IS THE TARGET MARKET?
What are your target market’s demographics & phychographics?
the age, gender, income, tastes, views, attitudes, employment,
geography, lifestyle of those you want to reach.
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42. WHAT COPY (TEXT) AND PICTURES ARE NEEDED?
The copy and pictures used in a design are as crucial as the
design itself and you should clearly state who is going to be
providing the copy and pictures if needed.
What copy needs to be included in the design?
Who is providing the copy?
What pictures / photographs / diagrams etc need to be used?
Who is providing these?
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43. WHAT ARE THE SPECIFICATIONS?
What size is the design going to be? Where is it going to be
printed / used? The web, business cards, stationery, on
your car? What other information should the designer know
in regards to specifications?
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44. HAVE YOU GOT A BENCHMARK IN MIND?
You should provide the designer with some examples of what
you consider to be effective or relevant design even if it is from
your main competitors. This will set a benchmark for your
designer. Provide the designer with things not to do, and styles
that you do not like or wish to see in your design
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45. WHAT IS YOUR BUDGET?
Providing a budget prevents designers wasting valuable time
and resources when trying to maximize your budget.
Providing the budget upfront also allows designers to know if the
project is going to be worthwhile to complete. Make sure you are
worth their time.
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46. WHAT IS THE TIME SCALE / deadline?
Give the designer a detailed schedule of the project and set a
realistic deadline for the completion of the work. You should take
into account the various stages of the design project such as
consultation, concept development, production and delivery.
Rushing design jobs helps no one and mistakes can be made if a
complex job is pushed through without time to review.
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47. THANK YOU
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