Different by Design - A Workshop

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Can design help you understand, define and express your business offering in a crowded marketplace?

We think that we know what graphic design is. It’s logos and brochures and stuff, right? Well, yes, kind of. But design is much more than this. It is much more than window dressing. It is a process of understanding, defining and expressing what your business has to offer the world.

Smart companies around the world realise this and make design a fundamental part of their business development. It’s not just the big guys. The irony of our increasingly globalised/networked world is that a connection to producers of products has never been more important, nor more available, to us.

How do you re-imagine and re-engineer your business in a global marketplace? How do you differentiate yourself in a world of infinite possibilities and competition? And how do you do it if you don’t have the seemingly infinite budgets of the big brands? If design isn’t just about pretty pictures, what is it about?

The Australian Graphic Design Association, in partnership with Emergence Creative Festival and Margaret River Chamber of Commerce and Industry, is presenting Different by Design, a workshop for business-owners and designers wanting to explore new, smarter ways of working together to drive bottom-lines. Presented by Mark Braddock and Carolyn Hall of internationally-recognised (but local) branding agency Block (BlockBranding.com), the interactive workshop will take you through a framework for innovation and present relevant case studies that will provide you with food for thought.

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Different by Design - A Workshop

  1. 1. A Workshop
  2. 2. Hi.
  3. 3. Hi.So, who the hell are we?
  4. 4. Hi.So, who the hell are we?– Carolyn Hall Director of Business Strategy
  5. 5. Hi.So, who the hell are we?– Carolyn Hall Director of Business Strategy– Mark Braddock Creative Director
  6. 6. Where do we come from?
  7. 7. Where do we come from?– Block (BlockBranding.com)
  8. 8. What do we do?
  9. 9. What do we do?– Creative Strategy
  10. 10. What do we do?– Creative Strategy– Strategic Creativity
  11. 11. Yeah, but what do we actually do?
  12. 12. Yeah, but what do we actually do?– Design brand identities
  13. 13. Yeah, but what do we actually do?– Design brand identities
  14. 14. Yeah, but what do we actually do?– Design brand identities– Create advertising campaigns
  15. 15. Yeah, but what do we actually do?– Design brand identities– Create advertising campaigns
  16. 16. Yeah, but what do we actually do?– Design brand identities– Create advertising campaigns– Brand environments
  17. 17. Yeah, but what do we actually do?– Design brand identities– Create advertising campaigns– Brand environments
  18. 18. Yeah, but what do we actually do?– Design brand identities– Create advertising campaigns– Brand environments– … and other stuff
  19. 19. Who do we work for?
  20. 20. Who do we work for?– Anybody
  21. 21. Who do we work for?– Anybody – as long as they aren’tdicks and can pay their bills
  22. 22. Who do we work for?– Anybody – as long as they aren’tdicks and can pay their bills– Yes, it’s a business not a hobby
  23. 23. And who are you?
  24. 24. Standing out– Close your eyes and think of a greatlogo from your perspective.– Write it down on the paper in frontof you.
  25. 25. Standing out– Think about what makes it great.– Really dissect it.– What is it about the logo that makes itso special?
  26. 26. The Logo– Is it the design?– Or is it more than that which makes itstand out in your mind?
  27. 27. The Logo– A logo won’t make them care.– It is only a starting point.– When we do our job right we make‘them’ care.
  28. 28. But how?
  29. 29. But how?– If you’re a planner, it usually starts witha diagram.
  30. 30. A diagram BLOCK’S BRAND FRAMEWORK © SPONSORSHIP BRAND VALUES VEHICLE SIGNAGEOVERALL BUSINESS STRATEGY To articulate the full spectrum of the brand’s impact and attitude. The values are the code by which the brand lives. BRAND EXPERIENCE COMMUNITY EVENTS BRAND PERSONALITY BRANCH SIGNAGE To articulate the full expression of the brand. The personality shapes the general tone and expression of the brand. CORPORATE STATIONERY BRAND VISION MERCHANDISE To articulate the tangible goals and corporate objectives. The vision provides a common voice to all the communications. AIRPORT BOOTH
  31. 31. Discovering who you are– Take a single sheet of paper and divideit into 4.– Write 3 dot points under each of thefollowing questions:
  32. 32. The BIG Questions
  33. 33. The BIG Questions1 What do you do? Describe your business
  34. 34. The BIG Questions1 What do you do? Describe your business2 What do you have to sell? Describe your product
  35. 35. The BIG Questions1 What do you do? Describe your business2 What do you have to sell? Describe your product3 Who do you sell it to? Describe your target
  36. 36. The BIG Questions1 What do you do? Describe your business2 What do you have to sell? Describe your product3 Who do you sell it to? Describe your target4 Where do you sell it? Describe the your sales channels
  37. 37. Uncovering the core propositionIn the factories we make cosmetics,in the store we sell hope. – Charles Revlon, Founder of Revlon
  38. 38. The BIG Questions – in reverse
  39. 39. The BIG Questions – in reverse1 What is the heart of your business?
  40. 40. The BIG Questions – in reverse1 What is the heart of your business? 2 What’s at the heart of your product?
  41. 41. The BIG Questions – in reverse1 What is the heart of your business? 2 What’s at the heart of your product? 3 What type of people buy your product?
  42. 42. The BIG Questions – in reverse1 What is the heart of your business? 2 What’s at the heart of your product? 3 What type of people buy your product? 4 Why does it matter to them, or anyone-else?
  43. 43. Realising the importance oflooking at all the ‘brand truths’
  44. 44. Case Study – Raw HireRaw Hire primarily competes in the local NorthWest WA vehicle hire market with a commercial /mining focus.The commercial / mining focus will remain, how-ever growth plans include expanding beyond theNorth West WA region.
  45. 45. How do you express yourself?
  46. 46. How Raw Hire expressesthemselves?‘You can rely on me to know your businessand deliver.’‘We won’t come to a party empty handed.’‘I’ll tell it to you straight, and won’t rip you off.’‘We’re your mate in the game.’
  47. 47. Let’s consider Raw Hire’sbrand values.
  48. 48. Let’s consider Raw Hire’sbrand values.– The brand values are about how we think.It’s the code by which the brand lives.
  49. 49. Let’s consider Raw Hire’sbrand values.– The brand values are about how we think.It’s the code by which the brand lives.– The values act as a benchmark to measurebehaviour and performance.
  50. 50. Let’s consider Raw Hire’sbrand values.– The brand values are about how we think.It’s the code by which the brand lives.– The values act as a benchmark to measurebehaviour and performance.– They underpin the brand experience.
  51. 51. CUSTOMER FOCUS Our  business  is  centered  on  the  customer.    By  providing   personalised  solu8ons  with  a  strong  service  mentality,  we  build   long-­‐las8ng  rela8onships.     QUALITY In  every  encounter  with  our  customers  we  provide  both  quality   service  and  quality  vehicles.    Brand Values INTEGRITY We are honest in our business dealings and responsible when competing. We won’t compromise our integrity in order to secure a deal, against either small or large providers. Our local heritage makes us stand out from large corporate competitors. COMMITMENT We stand unchallenged in our absolute commitment to deliver to our customers’ specific fleet requirements.
  52. 52. Let’s consider Raw Hire’spersonality attributes.
  53. 53. Let’s consider Raw Hire’spersonality attributes.– These describe the external persona of the brand.
  54. 54. Let’s consider Raw Hire’spersonality attributes.– These describe the external persona of the brand.– These attributes collectively shape the generaltone and expression of the brand.
  55. 55. Let’s consider Raw Hire’spersonality attributes.– These describe the external persona of the brand.– These attributes collectively shape the generaltone and expression of the brand.– They inform and guide the way in which RawHire talk to customers through various communi-cation channels.
  56. 56. PERSONAL TOUCH We display a ‘can-do’ attitude and personal approach to developing tailored solutions to meet a variety of specific needs. CONFIDENT We are bold and confident without being brash. We are proud ofBrand our fleet offering and how we service our customers’ needs.Personality EMPATHETIC Our local heritage provides the advantages of a detailed understanding of the region and a strong name in the community. DETERMINED We are determined to be successful. We are purposeful and driven in our actions.
  57. 57. not
  58. 58. not
  59. 59. not
  60. 60. not
  61. 61. not
  62. 62. Expressing who you are – RawWe are proud to be a leader in the market of servic- With our commitment to work paired with ouring fleet hire needs to Western Australia’s north- company’s heritage, when we say the words ‘can do’,west and beyond. ‘no worries’ and ‘she’ll be right’ – we take them seriously. Rather than off-handed comments, theyWe are continually recognised for our expertise and are serious promises of our dedication to our work.knowledge with providing a reliable service to theresource sector. We are a dynamic company that is growing and expanding; and while we continue to grow, theTo become an experienced leader, we have always values of trust, quality, innovation and strengthgone the extra mile to ensure our customers can that we were built on remain.too – this will always be our endeavour. We are proud of the promises we make and keep.Put simply, we are driven to achieve. We will always strive for quality, professionalism and consistency, taking ownership of the work weSo we accommodate requests. We deliver solutions do and the relationships we make. We want ourtailored to each customer’s best interests. customers to know us by name as much as we want to know each of their own.We’re neither too small to deliver, nor too large tocare about those we service. Our customers, their business and our company are going places; our focus is on driving this reality home.
  63. 63. Expressing who you are– StormhoekWe’re a small South African vineyard. We make the Burying oneself in the usual blanket of wine clichésbest South African wine for the money, end of story. to us is not a viable marketing strategy. With hun-  dreds of thousands of vineyards out there, and onlyWe believe in punching above our weight. In this so many distribution channels available, you faceregard, we’ve been pretty fortunate. We’re known two stark choices: Either rise above the clutter, orfor trying out relatively “out there” marketing ideas. face a lifetime of misery and woe.We do that for a reason. When you are a small  company in a relatively isolated part of the word, It’s just wine, People. Sure, we make excellent prod-thousands of miles away from your main customer uct. But let’s not get too carried away. At the end ofbase, you frankly have no other choice. the day, even the best Bordeaux is just fermented  grape juice. What’s more interesting to us is theOn one level, we take ourselves very seriously. On conversations people have over a bottle of wine.another level, we try to keep a sense of humor There’s a human element to all this we find utterlyabout it all. We try to “keep it real”, which is an- mysterious and fascinating.other way of saying, we try to keep it interesting, as  much for ourselves as anyone else. We humans are incredible beings. Doing some-  thing that continually reminds us of this simple,We believe the wine business can use a good kick basic truth is where the real fun is.in the pants. We certainly try to do our part.  
  64. 64. How do we communicate it? BLOCK’S BRAND FRAMEWORK © SPONSORSHIP BRAND VALUES VEHICLE SIGNAGEOVERALL BUSINESS STRATEGY To articulate the full spectrum of the brand’s impact and attitude. The values are the code by which the brand lives. BRAND EXPERIENCE COMMUNITY EVENTS BRAND PERSONALITY BRANCH SIGNAGE To articulate the full expression of the brand. The personality shapes the general tone and expression of the brand. CORPORATE STATIONERY BRAND VISION MERCHANDISE To articulate the tangible goals and corporate objectives. The vision provides a common voice to all the communications. AIRPORT BOOTH
  65. 65. The all important relationshipbetween the client and theAgency/Studio
  66. 66. ‘Setting Expectations’Group Activity– Designers: describe what makes an ideal client.– Clients: describe what makes an ideal designer.
  67. 67. Finding and working with theright Agency/Studio
  68. 68. Finding and working with theright Agency/Studio– Types of agencies: big vs small.
  69. 69. Finding and working with theright Agency/Studio– Types of agencies: big vs small.– What they offer – what do you need.
  70. 70. Finding and working with theright Agency/Studio– Types of agencies: big vs small.– What they offer – what do you need.– Developing the brief: you gottastart with that.
  71. 71. It’s all about the relationship –don’t let anyone tell you otherwise
  72. 72. Thanks

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