0
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 Desig...
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 ...
“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
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
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
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
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
AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact
Upcoming SlideShare
Loading in...5
×

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

321

Published on

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.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
321
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. SAVAGE THINKING TM Becoming more valuable through purposeful design
  2. 2. HELLO!
  3. 3. HELLO! I’M ROBIN TOOMS Principal, VP Strategy at Savage • Designer MBA • Brand Innovator • Change Agent
  4. 4. HELLO! I’M ASHLEY RUNDALL Art Director at Savage • B.A. in Advertising and Design • An Eternal Student • On Purpose Designer
  5. 5. THE THINKING & MAKING CONTINUUM THINKING MAKING
  6. 6. HEAD THINKING HAND MAKING
  7. 7. HEART PURPOSE HEAD THINKING HAND MAKING
  8. 8. WHY WE NEED TO DESIGN DIFFERENTLY
  9. 9. WE ARE NOT DESIGN FACTORIES
  10. 10. No, it’s not as easy as 1-2-3.
  11. 11. WE ARE NOT SEEN AS VALUABLE
  12. 12. When companies cut costs, design and marketing are usually the first to go.
  13. 13. IT’S EVEN WORSE WHEN WE DO THIS TO OURSELVES
  14. 14. Design critique sites often focus on critiquing the execution rather than the strategy.
  15. 15. New logo? Game on!   Graphic design criticism is now a spectator sport, and anyone can play.
  16. 16. Rebrands fail when people don’t understand “why”
  17. 17. WE HAVE THE ABILITY TO HELP PEOPLE CONNECT
  18. 18. THE BETTER PATH – SAVAGE THINKING
  19. 19. reframe the problem
  20. 20. reframe the problem
  21. 21. reframe the problem
  22. 22. reframe the problem
  23. 23. reframe as purpose
  24. 24. reframe as purpose
  25. 25. reframe as purpose
  26. 26. reframe as purpose
  27. 27. reframe as purpose
  28. 28. connection with purpose reframe as purpose
  29. 29. HEAD
  30. 30. HEAD HEART
  31. 31. OUR GOAL IS TO INSPIRE PEOPLE TO TAKE ACTION
  32. 32. 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
  33. 33. “Count on Carter’s” Tagline and Campaign
  34. 34. Nike’s “Find Your Greatness” Campaign
  35. 35. TOM’s “One For One” Purpose
  36. 36. BASF “We Create Chemistry” Purpose
  37. 37. SAVAGE THINKING FOR DESIGNERS
  38. 38. CHALLENGE THE TRADITIONAL ROLE OF THE GRAPHIC DESIGNER
  39. 39. DESIGN HAS THE POWER TO ALIGN PEOPLE TO PURPOSE
  40. 40. CREATE WITH PURPOSE AND YOU WILL BE MORE EFFECTIVE AND VALUABLE
  41. 41. QUESTIONS? ROBIN TOOMS rtooms@savagebrands.com ASHLEY RUNDALL arundall@savagebrands.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×