es a girl want?
what do
modern girls are the most complex market the design industry has ever faced.
a few years ago 3iyin...
welcome to the exciting adventures of a business called 3iying
what is 3 ying?
ick?
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a clev       an advocacy group for design eq...
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                   w
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today we will share our thinking and show you why it caused
a little bit of an industry shake-up.
eal:
          ve i d
     upti
disr
                     love
               y you
          N bu
    ey CA
mon
not ok
            ney is
     ing mo
wast




(call us silly but...)
in this economy it is not ok to waste money
not ok
            ney is
     ing mo
wast
                e n d a lo t o f m o n e y to tu r n u s o n
      brands sp


...
not ok
            ney is
     ing mo
wast
     milli ons are spen t on creat ive alone




                              ...
not ok
                 ney is
     ing mo
wast
               e n d in g n e v e r s e e m s to s to p
      th e s p

so...
not ok
                 ney is
     ing mo
wast
                           ti n g m o r e w a y s to s p e n d
      w e k...
not ok
            ney is
     ing mo
wast
      is this rebranding worth its millions?




                          ?
  ...
not ok
            ney is
     ing mo
wast
     is th is ne w w eb si te w or th it s m il li on s?




       ?          ...
not ok
            ney is
     ing mo
wast
      is this commercial worth its millions?




                            ?
...
not ok
            ney is
     ing mo
wast
      is this commercial worth its millions?




                            ?
...
not ok
            ney is
     ing mo
wast



            so sorr y to have to tell you,
            but your creative doe...
not ok
            ney is
     ing mo
wast



            your type can be divine,
            the copy genuinely clever,
...
not ok
            ney is
     ing mo
wast



            but none of that matters if
            you can’t make something...
not ok
            ney is
     ing mo
wast



            this may sound too extreme,
            but it’s not. millennial...
not ok
            ney is
     ing mo
wast




            we are in an era where girls have
            endless choices a...
not ok
            ney is
     ing mo
wast




            and when you have it all,
            descisions come down to
 ...
not ok
            ney is
     ing mo
wast
      is this rebranding worth its millions?




                       if we h...
not ok
            ney is
     ing mo
wast
      is this commercial worth its millions?



                            if ...
not ok
            ney is
     ing mo
wast
         is th is ne w w eb si te w or th it s m il li on s?




if we hat e th...
not ok
            ney is
     ing mo
wast




(call us silly but...)
in this economy it is not ok to waste money
A N b u y y o u lo v e
money C

this belief isn’t disruptive but necessary.

if you want your creative to be a
massive mar...
eal:
          ve i d
     upti
disr
 there are some things
      j u s t c a n ’t f a k e
  you
i
w h o a mam i god?


as designers whenever we create something
we bring to the process two crucial talents
our craft exc...
i
w h o a mam i god?




                +=   TV
craft (TV)           commercia
                              l
i
w h o a mam i god?




               +=
craft (web)             wrcial
                     commeebsite
               ...
i
w h o a mam i god?


              we all get the value of great
              craft, but what is i?
i
w h o a mam i god?


             i is your individual ability to
             understand and create for a
             ...
i
w h o a mam i god?


             our industry assumes that if
             we’re talented in our craft, we
            ...
i
w h o a mam i god?


             i can understand anyone
             soccer moms, teen girls,
             seniors, wr...
i
w h o a mam i god?


             honestly, how realistic is this?
i
w h o a mam i god?


             can i get over myself to
             feel, laugh, fear as someone
             else d...
i
w h o a mam i god?


               when it comes to our talents
               with humanity we give our-
             ...
i
w h o a mam i god?
                      i can completely
                     connect with you
                      to...
i
w h o a mam i god?



                but playing god is hard for
                even the most gifted i’s
i
w h o a mam i god?


             a lot of personal junk gets in the
             way of two i’s understanding
         ...
i
w h o a mam i god?
                     and our junk cripples our
                     ability to create particularly
  ...
i
w h o a mam i god?
                     believe us - modern girls are
                     very different than other i’s...
i
w h o a mam i god?


             with a growing gap between
             i designer and i girl, your
             abili...
i
w h o a mam i god?


                     that’s why the commercial
                     world is filled with designs
  ...
i
  h o a mam i god?
w


                     everywhere we look
   prin
          t
                     we see design gi...
i
  h o a mam i god?
w


                     everywhere we look
   prin
          t
                     we see design gi...
i
  h o a mam i god?
w


                                     everywhere we look
       prin
b e c a u s e .. .
          ...
there are some things
    u ju s t c a n ’t f a k e
 yo

understanding another person is an
impossible thing to fake - the...
eal:
          ve i d
     upti
disr
 yo u n g g ir ls d o it b e tt e r
i girl


what does the design world need?
it needs experts who know how to deeply connect to the target markets
  and also...
i girl



 these experts would be brought in to deliver the most relevant
  insights & ideas - the ones that will guarante...
i girl
         girlapproved
3iying’s
        methodology
design
  he need for consumer
t
     ertise is why 3iying
exp
  ...
i girl



   here is how 3iying amended traditional design
i girl



     don’t specialize in craft, specialize in
                (girl approved amendment)
i girl




         3iying is in the business of knowing the consumer
i girl




         do not try and be god’s
          (girl approved amendment)
i girl
                   vegans

         redneck            old farts




         yuppies            modern
           ...
i girl
                   vegans

         redneck            old farts




         yuppies            modern
           ...
i girl
                   vegans

         redneck            old farts




                            ying
         yupp...
i girl




                                ying
         3iying specializes in one market - the modern girl
i girl




    master every dimension of your target
               (girl approved amendment)
i girl




                        ying
         the only thing 3iying sells is girl
i girl




     choose the most qualified      ‘s for the job
              (girl approved amendment)
i girl
                         ying
                                                   ying
   ying
                     ...
i girl




   never let your designer ego corrupt your
              (girl approved amendment)
i girl




3                        +              +              +
         =        ying           ying           ying  ...
i girl




   3                    +     ying
                             about modern girls
    profoundly deep vision
yo un g gi rls do it be tt er

ok fine, we just do girls better
eal:
          ve i d
     upti
disr
  threesomes make for
          re l a t i o n s h i p s
  healthy
somes
     three
i




    don’t worry - we did not start 3iying to put agencies out of business
somes
      three
i




after all, we are young girls - how could we ever compete with craft experts
somes                  GO
    three
i
                              GIR     AW
                                        AY
...
somes
     three
i




what they don’t realize is we play well with others and we’re here to help
somes
       three
i




    there are many ways 3iying has helped - we work directly with brands
somes
       three
i
                                                                A

                                  ...
somes
    three
i




    we can work with any creative, strategic, or design agency
somes
       three
i


                                       GIRLAPPROVED

                                      I N N O ...
somes
    three
i




    but we believe the healthiest relationship of all is a threesome
somes
       three
i




                         +                        +
             A                               ...
threesomes make for
          re l a t i o n s h i p s
  healthy

to conclude, we just want to say if you are
  into three...
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3iying Aiga Gain

  1. 1. es a girl want? what do modern girls are the most complex market the design industry has ever faced. a few years ago 3iying set forth to advance the calibre of design for this market. we soon learned that the current design methodologies were not capable of the sophistication that modern girls demand. to help girls, 3iying first needed to advance the design industry itself
  2. 2. welcome to the exciting adventures of a business called 3iying
  3. 3. what is 3 ying?
  4. 4. ick? gimm ting arke er m a clev an advocacy group for design equality? what is 3 ying? another word for a focus group? girls? ed with y staff agenc itional a trad
  5. 5. dog? atch ! w sing o verti n rl ad a gi an advocacy group for design equality? what is 3 ying? another word for a focus group? girls? ed with y staff agenc itional a trad
  6. 6. dog? atch w sing verti rl ad a gi 3iying missio n an advocacy group for design equality? to make stuff that girls love what ryo ne win s eve is 3 ying? girls get what they want & no! brands for a focus group? grow profitable another word girls? ed with f y staf agenc itional a trad
  7. 7. dog? atch w sing verti rl ad a gi an advocacy group for design equality? ! oopsying? what is 3 our simple girl mission ended up o! nlanding us in a bit of controversy another word for a focus group? girls? ed with y staff agenc itional a trad
  8. 8. dog? atch w sing verti rl ad a gi the way an advocacy group for design equality? ! the industry did things didn’t make oopsying? sense to us - their way wasn’t going to get so... the girl what is 3 our simple girl mission ended up o! nlanding us in a bit of controversy another word for a focus group? girls? ed with y staff agenc itional a trad
  9. 9. dog? atch w sigg rcin n ove ti inltr ddu ir a ag an advocacy group for design equality? design ps! oo the way you did things didn’t work for us, a new going to get the results we needed they weren’t so... what is 3 ying? methodology our simple girl mission ended up o! the girlnlanding us inya bit of controversy approved wa another word for a focus group? girls? ed with y staff agenc itional a trad
  10. 10. today we will share our thinking and show you why it caused a little bit of an industry shake-up.
  11. 11. eal: ve i d upti disr love y you N bu ey CA mon
  12. 12. not ok ney is ing mo wast (call us silly but...) in this economy it is not ok to waste money
  13. 13. not ok ney is ing mo wast e n d a lo t o f m o n e y to tu r n u s o n brands sp com me rcia ls web site s
  14. 14. not ok ney is ing mo wast milli ons are spen t on creat ive alone print ads branding displays
  15. 15. not ok ney is ing mo wast e n d in g n e v e r s e e m s to s to p th e s p social apps mobile guerilla
  16. 16. not ok ney is ing mo wast ti n g m o r e w a y s to s p e n d w e k e e p in v e n social apps r e abtl ei v e is all this c mo i money? o r t h t gheei l l a w ur
  17. 17. not ok ney is ing mo wast is this rebranding worth its millions? ? branding
  18. 18. not ok ney is ing mo wast is th is ne w w eb si te w or th it s m il li on s? ? website commercia l
  19. 19. not ok ney is ing mo wast is this commercial worth its millions? ? V T rcial me com
  20. 20. not ok ney is ing mo wast is this commercial worth its millions? ? from swer e an at th look let’s ctive rspe ’s pe irl gV dernT a mo rcial me com
  21. 21. not ok ney is ing mo wast so sorr y to have to tell you, but your creative doesn’t do shit for a brand if we don’t love it.
  22. 22. not ok ney is ing mo wast your type can be divine, the copy genuinely clever, you can use cool technology, or employ an award winning designer....
  23. 23. not ok ney is ing mo wast but none of that matters if you can’t make something that girls love
  24. 24. not ok ney is ing mo wast this may sound too extreme, but it’s not. millennial girls get to be really really picky
  25. 25. not ok ney is ing mo wast we are in an era where girls have endless choices at their f inger tips this means never having to settle
  26. 26. not ok ney is ing mo wast and when you have it all, descisions come down to love hate or
  27. 27. not ok ney is ing mo wast is this rebranding worth its millions? if we hat e the reb ran din g you hav e wa ste d mil lion s branding
  28. 28. not ok ney is ing mo wast is this commercial worth its millions? if we hat e the com me rci al you hav e wa ste d mil lion s V T rcial me com
  29. 29. not ok ney is ing mo wast is th is ne w w eb si te w or th it s m il li on s? if we hat e the we bsi te website you hav e wa ste d mil lion s commercia l
  30. 30. not ok ney is ing mo wast (call us silly but...) in this economy it is not ok to waste money
  31. 31. A N b u y y o u lo v e money C this belief isn’t disruptive but necessary. if you want your creative to be a massive market hit forget traditional methods of evaluation because the future is all about love. how easy is love? find out next!
  32. 32. eal: ve i d upti disr there are some things j u s t c a n ’t f a k e you
  33. 33. i w h o a mam i god? as designers whenever we create something we bring to the process two crucial talents our craft excellence and ourselves
  34. 34. i w h o a mam i god? += TV craft (TV) commercia l
  35. 35. i w h o a mam i god? += craft (web) wrcial commeebsite commercia l
  36. 36. i w h o a mam i god? we all get the value of great craft, but what is i?
  37. 37. i w h o a mam i god? i is your individual ability to understand and create for a target consumer
  38. 38. i w h o a mam i god? our industry assumes that if we’re talented in our craft, we can profoundly understand & create for any consumer
  39. 39. i w h o a mam i god? i can understand anyone soccer moms, teen girls, seniors, wrestling fans, mormons, republicans, democrats .....
  40. 40. i w h o a mam i god? honestly, how realistic is this?
  41. 41. i w h o a mam i god? can i get over myself to feel, laugh, fear as someone else does ?
  42. 42. i w h o a mam i god? when it comes to our talents with humanity we give our- selves an ‘i am god’ status
  43. 43. i w h o a mam i god? i can completely connect with you total acceptance complete compassion mental n-judge no empathy personified ent vision omnipot absolute truth
  44. 44. i w h o a mam i god? but playing god is hard for even the most gifted i’s
  45. 45. i w h o a mam i god? a lot of personal junk gets in the way of two i’s understanding each other
  46. 46. i w h o a mam i god? and our junk cripples our ability to create particularly when two i’s are nothing alike judgement life experience habits bad drives and desires p e c t i ve s pers pr ej ud ic es
  47. 47. i w h o a mam i god? believe us - modern girls are very different than other i’s records private life on blog watches youtube, not tv friends live all over the world does her homework with google girl surfs for cute clothes etc...
  48. 48. i w h o a mam i god? with a growing gap between i designer and i girl, your ability to understand me is getting worse
  49. 49. i w h o a mam i god? that’s why the commercial world is filled with designs girls don’t love - products packaging, commercials, web applications...
  50. 50. i h o a mam i god? w everywhere we look prin t we see design girls don’t love products, packaging, print ads, web applications & commercials
  51. 51. i h o a mam i god? w everywhere we look prin t we see design girls s stuff? ove thi don’t love products, girls l y don’t wh packaging, print ads, web applications & commercials
  52. 52. i h o a mam i god? w everywhere we look prin b e c a u s e .. . t we see design girls s stuff? ove thi they’re based on insights about girlsdon’t aren products, love girls l y don’t that ’t relevant wh packaging, print ads, they’re full of ideas that aren’t mean ingful to us web applications & they’re filled with art and copy that doesn’t excite us commercials your i didn’t get my i
  53. 53. there are some things u ju s t c a n ’t f a k e yo understanding another person is an impossible thing to fake - the future success of design demands not only craft talent - but also the ability to deeply understand a target market that is why we need a new design methodology
  54. 54. eal: ve i d upti disr yo u n g g ir ls d o it b e tt e r
  55. 55. i girl what does the design world need? it needs experts who know how to deeply connect to the target markets and also know how to apply their intelligence to the design process
  56. 56. i girl these experts would be brought in to deliver the most relevant insights & ideas - the ones that will guarantee consumer love
  57. 57. i girl girlapproved 3iying’s methodology design he need for consumer t ertise is why 3iying exp ted a new model inven for design
  58. 58. i girl here is how 3iying amended traditional design
  59. 59. i girl don’t specialize in craft, specialize in (girl approved amendment)
  60. 60. i girl 3iying is in the business of knowing the consumer
  61. 61. i girl do not try and be god’s (girl approved amendment)
  62. 62. i girl vegans redneck old farts yuppies modern girl single dads
  63. 63. i girl vegans redneck old farts yuppies modern girl single dads
  64. 64. i girl vegans redneck old farts ying yuppies single dads
  65. 65. i girl ying 3iying specializes in one market - the modern girl
  66. 66. i girl master every dimension of your target (girl approved amendment)
  67. 67. i girl ying the only thing 3iying sells is girl
  68. 68. i girl choose the most qualified ‘s for the job (girl approved amendment)
  69. 69. i girl ying ying ying ying 3iying’s crew is made up exclusively of girls
  70. 70. i girl never let your designer ego corrupt your (girl approved amendment)
  71. 71. i girl 3 + + + = ying ying ying ying mass appeal requires complete collaboration - make no exceptions
  72. 72. i girl 3 + ying about modern girls profoundly deep vision
  73. 73. yo un g gi rls do it be tt er ok fine, we just do girls better
  74. 74. eal: ve i d upti disr threesomes make for re l a t i o n s h i p s healthy
  75. 75. somes three i don’t worry - we did not start 3iying to put agencies out of business
  76. 76. somes three i after all, we are young girls - how could we ever compete with craft experts
  77. 77. somes GO three i GIR AW AY LS A but that hasn’t stopped agencies from picking on us
  78. 78. somes three i what they don’t realize is we play well with others and we’re here to help
  79. 79. somes three i there are many ways 3iying has helped - we work directly with brands
  80. 80. somes three i A GIRLAPPROVED I N N O V AT I O N + B 3 A A we help them arm their agencies to the right insights and ideas
  81. 81. somes three i we can work with any creative, strategic, or design agency
  82. 82. somes three i GIRLAPPROVED I N N O V AT I O N + A B 3 we help agencies arm their brands to the right insights and ideas
  83. 83. somes three i but we believe the healthiest relationship of all is a threesome
  84. 84. somes three i + + A B 3 when agencies, brands and 3iying play together, market penetration is guaranteed
  85. 85. threesomes make for re l a t i o n s h i p s healthy to conclude, we just want to say if you are into threesomes, call the girls of 3iying

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