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Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
Innate In House Design
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Innate In House Design

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Innate Motion …

Innate Motion
In House Design

Paula Eklund
Serendipity

Published in: Design, Technology, Business
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  • 1. WHAT INNATE CAN DO WITH CREATIVITY & DESIGN ? !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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 !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 3. 1. THE DILEMMA TO GET THE TWO SIDES OF THE BRAIN WORK TOGETHER FOR THE BRAND !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 4. PREDICTION VISUALIZING WILL BECOME THE MOST POWERFUL STRATEGIC TOOL !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 5. PROBLEM IN MOST COMPANIES, STRATEGY IS SEPERATED FROM CREATIVITY BY A WIDE GAP !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 6. ANALYTICAL INTUITIVE LOGICAL EMOTIONAL LINEAR SPATIAL NUMERICAL VISUAL VERBAL PHYSICAL STRATEGIC THINKERS CREATIVE THINKERS !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 7. WHY DO COMPANIES HAVE TROUBLE WITH CREATIVITY? !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 8. BECAUSE CREATIVITY IS RIGHT BRAINED AND STRATEGY IS LEFT BRAINED !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 9. DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING? !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 10. THE PROMISE: WHEN BOTH SIDES WORK TOGETHER YOU CAN BUILD A CHARISMATIC BRAND !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 11. A CHARISMATIC BRAND IS ANY futur e PRODUCT, SERVICE OR ORGANIZATION FOR WHICH PEOPLE BELIEVE THERE S NO SUBSTITUTE !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 12. ANY BRAND CAN BE CHARISMATIC !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 13. STRIVE TO FORM A BRIDGE BETWEEN Logic & Strategy magic & design L M !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 14. 2. HUMANIZING INNATE BUSINESS FROM A CREATIVE PERSPECTIVE !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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. !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 16. 3. HUMANIZING BUSINESS WITH CREATIVE STRATEGY OFFERING !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 17. USING DESIGN !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 18. DESIGN IS MORE THAN AN AFTER THE FACT COSMETIC design MAKEOVER THING !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 19. DESIGN IS THE NO. 1 DETERMINANT OF WHETHER A PRODUCT- SERVICE - EXPERIENCE STANDS OUT OR NOT !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 20. TALK OPENLY ABOUT THE DESIGN MINDFUL OF THE CORPORATE CULTURE !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 21. USING TRENDS !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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 !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 23. TRENDS DISPLAY HUMAN NEEDS INCORPORATE TRENDS IN SMALL DOSES !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 24. CONSUMER TRENDS ARE IDEAS EMBRACED & ADOPTED BY PERSONAL CHOICE !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 25. USING BRANDING !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 26. A BRAND IS A PERSONS FEELING ABOUT A PRODUCT, SERVICE OR ORGANIZATION !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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 !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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 !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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. !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 30. WITH SHARP PRESENTATIONS !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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. !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 32. 4 ENABLING WITH IN HOUSE DESIGN OVERVIEW OF THE DESIGN PROCESS CREATING A DESIGN BRIEF !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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 !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 34. OVERVIEW OF THE DESIGN PROCESS !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 35. New project PRESENTATION  THE BRIEF  !""#$%&&&&&&&'!()#)* POSITIONING  !""#$%&'$'"('()%*"+,%-.*/('0,1%2"+31$ ! !"&&&&06$!6" RESEARCH  !""#$%&&&&&&+#)$"%), 4,"43,%-.*/('0'()%!.$'(,$$%5%!+/(1$ !""#$%&&&&&5%"$.)%, VISUAL !.$'(,$$%7"9.$'()%"(%-.*/(%9"(9,+( REFLECTION  RESEARCH  !""#$%&&&&&&&&&-.!/* /33%/!".6%-.*/('0'()%!.$'(,$$%5%!+/(1$ DRAFT & !""#$%&&&+6,!$!6"!"4 CONCEPT  2'6-%*"+,%!+/&,+8%5%'(6,)+'68 !""#$%&&0!"1,2!3$!"4
  • 36. CREATING A DESIGN BRIEF !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 37. WHAT IS A DESIGN BRIEF? First off, you may want to know what a design brief is. A design brief is something that is vital to any design project as it will provide the designer(s) with all the information needed to exceed your expectations. A design brief should primarily focus on the results and outcomes of the design and the business objectives of the design project. It should not attempt to deal with the aesthetics of design… That is the responsibility of the designer. The design brief also allows you (the client) to focus on exactly what you want to achieve before any work starts on the project. A good design brief will ensure that you get a high quality design that meets your needs, providing you have chosen the right designer. !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 38. 8 Step design brief What does your business do? What is the time What are the scale / goals? Why?  deadline? ! Who is the !""#$%&&&&&&&'!()#)* What Is Your Budget? !""#$%&'$'"('()%*"+,%-.*/('0,1%2"+31$ !"&&&&06$!6" target market? !""#$%&&&&&&+#)$"%), 4,"43,%-.*/('0'()%!.$'(,$$%5%!+/(1$ !""#$%&&&&&5%"$.)%,and Have you got a What copy !.$'(,$$%7"9.$'()%"(%-.*/(%9"(9,+( benchmark pictures are in mind?  needed? !""#$%&&&&&&&&&-.!/* /33%/!".6%-.*/('0'()%!.$'(,$$%5%!+/(1$ !""#$%&&&+6,!$!6"!"4 What are the specifications? 2'6-%*"+,%!+/&,+8%5%'(6,)+'68 !""#$%&'($!(" !""#$%&&0!"1,2!3$!"4 !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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? !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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? !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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. !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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? !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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? !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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 !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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. !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 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. !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+
  • 47. THANK YOU !""#$%&'($!(" !"#$%&'&%()*"+&%,++)-,.$/&0%+!&1+

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