"The safest thing you can do is
take risks. The riskiest thing you
can do is play it safe."
Seth Godin
Change
Ahead
The world

has changed
is changing
Change is imminent
and essential
to survival
Incremental

ideas
better! bigger!
faster! smaller!
thinner! ...
MP3

Owning products

Accesing experiences
Disruptive
Thinking
Changing the way
you think about
competition and
the business you
are in
What if?
Taking your product
/ service / business
in a different
direction
Winning not by
doing it “better”,
but winning by
doing it differently
Design
“Design is learning how to see.
It’s figuring out where the opportunities
really are. It’s seeing the gap and
visualizing ...
Retail
Product
Design
The packaging
should coexist
in unison with the
product.
It's all got to add up
Building on an
existing idea
and creating
a new one
Be consistent
with the idea and
follow through
Visual
Design
Every interface between
a product/brand and it’s
public has got to look
right, not dominate and
contribute effortlessly
to...
Consider our emotional
relationship with things
and the value we give
and get from them
Experience
Design
Retail, websites, apps,
packaging, events, etc
They are all spaces to
be designed in harmony
to the products values
Some of these spaces
you can influence,
and some may
influence you
Create an added
value to your
product
Every project is an
opportunity to create
an experience,
no matter how
big or small
Convergence
Design
Creativity
Technology
What if?
2 final thoughts
Make
Retail Design
“experience
design”
Change
Ahead
“If you don’t like change,
you are going to like
irrelevance even less.”
General (Ret.) Eric Shinseki
Thank You
Ivan Hernandez
Digital Strategy
and Development

David Racchi
Design Director
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
Brand Identity in a Changing Retail World
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Brand Identity in a Changing Retail World

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Presentation given together with David Racchi, Design Director at Walk Design, during the Retail Design Trends 2013 Conference organized on November 27th, 2013 in Warsaw, Poland

Published in: Marketing, Design, Business

Brand Identity in a Changing Retail World

  1. 1. "The safest thing you can do is take risks. The riskiest thing you can do is play it safe." Seth Godin
  2. 2. Change Ahead
  3. 3. The world has changed is changing
  4. 4. Change is imminent and essential to survival
  5. 5. Incremental ideas
  6. 6. better! bigger! faster! smaller! thinner! ...
  7. 7. MP3 Owning products Accesing experiences
  8. 8. Disruptive Thinking
  9. 9. Changing the way you think about competition and the business you are in
  10. 10. What if?
  11. 11. Taking your product / service / business in a different direction
  12. 12. Winning not by doing it “better”, but winning by doing it differently
  13. 13. Design
  14. 14. “Design is learning how to see. It’s figuring out where the opportunities really are. It’s seeing the gap and visualizing in advance what is going to work." Seth Godin
  15. 15. Retail
  16. 16. Product Design
  17. 17. The packaging should coexist in unison with the product. It's all got to add up
  18. 18. Building on an existing idea and creating a new one
  19. 19. Be consistent with the idea and follow through
  20. 20. Visual Design
  21. 21. Every interface between a product/brand and it’s public has got to look right, not dominate and contribute effortlessly to the experience.
  22. 22. Consider our emotional relationship with things and the value we give and get from them
  23. 23. Experience Design
  24. 24. Retail, websites, apps, packaging, events, etc They are all spaces to be designed in harmony to the products values
  25. 25. Some of these spaces you can influence, and some may influence you
  26. 26. Create an added value to your product
  27. 27. Every project is an opportunity to create an experience, no matter how big or small
  28. 28. Convergence
  29. 29. Design Creativity Technology
  30. 30. What if?
  31. 31. 2 final thoughts
  32. 32. Make Retail Design “experience design”
  33. 33. Change Ahead
  34. 34. “If you don’t like change, you are going to like irrelevance even less.” General (Ret.) Eric Shinseki
  35. 35. Thank You
  36. 36. Ivan Hernandez Digital Strategy and Development David Racchi Design Director

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