AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact
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AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact

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Savage Brands VP Strategy Robin Tooms, and Art Director Ashley Rundall presented an AIGA Voices webinar, Think Like a Savage, which gave an overview of Savage Thinking to help designers learn how to ...

Savage Brands VP Strategy Robin Tooms, and Art Director Ashley Rundall presented an AIGA Voices webinar, Think Like a Savage, which gave an overview of Savage Thinking to help designers learn how to ask better question of their clients.

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AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact Presentation Transcript

  • SAVAGE THINKING TM Becoming more valuable through purposeful design
  • HELLO!
  • HELLO! I’M ROBIN TOOMS Principal, VP Strategy at Savage • Designer MBA • Brand Innovator • Change Agent
  • HELLO! I’M ASHLEY RUNDALL Art Director at Savage • B.A. in Advertising and Design • An Eternal Student • On Purpose Designer
  • THE THINKING & MAKING CONTINUUM THINKING MAKING
  • HEAD THINKING HAND MAKING
  • HEART PURPOSE HEAD THINKING HAND MAKING
  • WHY WE NEED TO DESIGN DIFFERENTLY
  • WE ARE NOT DESIGN FACTORIES
  • No, it’s not as easy as 1-2-3.
  • WE ARE NOT SEEN AS VALUABLE
  • When companies cut costs, design and marketing are usually the first to go.
  • IT’S EVEN WORSE WHEN WE DO THIS TO OURSELVES
  • Design critique sites often focus on critiquing the execution rather than the strategy.
  • New logo? Game on!   Graphic design criticism is now a spectator sport, and anyone can play.
  • Rebrands fail when people don’t understand “why”
  • WE HAVE THE ABILITY TO HELP PEOPLE CONNECT
  • THE BETTER PATH – SAVAGE THINKING
  • reframe the problem
  • reframe the problem
  • reframe the problem
  • reframe the problem
  • reframe as purpose
  • reframe as purpose
  • reframe as purpose
  • reframe as purpose
  • reframe as purpose
  • connection with purpose reframe as purpose
  • HEAD
  • HEAD HEART
  • OUR GOAL IS TO INSPIRE PEOPLE TO TAKE ACTION
  • INSPIRE VS. MANIPULATE If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea. Antoine de Saint Exupéry
  • “Count on Carter’s” Tagline and Campaign
  • Nike’s “Find Your Greatness” Campaign
  • TOM’s “One For One” Purpose
  • BASF “We Create Chemistry” Purpose
  • SAVAGE THINKING FOR DESIGNERS
  • CHALLENGE THE TRADITIONAL ROLE OF THE GRAPHIC DESIGNER
  • DESIGN HAS THE POWER TO ALIGN PEOPLE TO PURPOSE
  • CREATE WITH PURPOSE AND YOU WILL BE MORE EFFECTIVE AND VALUABLE
  • QUESTIONS? ROBIN TOOMS rtooms@savagebrands.com ASHLEY RUNDALL arundall@savagebrands.com