This chapter discusses strategies for in-house designers to effectively sell their services, explain their work, and demonstrate value. It provides tips on communicating what design work entails to non-experts, showing examples to clients, developing a mission statement, and measuring value through metrics like cost savings. The chapter also outlines creative strategies for managing budgets, time, resources, negotiation skills, and setting benchmarks within organizational constraints.
Design Thinking in the Real World | Sue Tan and Jeff Scheire | Lunch & Learn UCICove
About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.
About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.
Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation
For more information:
cove@uci.edu
http://innovation.uci.edu/
BA and Beyond 19 - Jonas Van Poucke - We stopped doing projectsBA and Beyond
Since the 50's people have used projects as a way to fund and organize software development. Teams are formed to work on temporary, development-focused projects which are approved though some sort of business case. The entire focus is on output: getting the project done in scope, in time and on budget. The rare project that meets these constraints can however still produce a crappy product: it does not achieve the necessary outcome (benefits to the user).
This is different with a product mindset. The focus is not on the output (getting features out), but on achieving the best possible outcome for the end user. A product mindset focuses on detecting and solving problems, and adapting when new ones emerge. Teams are given problems to solve instead of a list of solutions to implement. Product teams focus on maximizing customer value.
In this talk, I explain why we favor products over projects and delve deeper into the benefits and challenges of a product mindset.
Leading Your Sales Team to Peak Performance | Dionne Mischler | Lunch & Learn UCICove
About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.
About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.
Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation
For more information:
cove@uci.edu
http://innovation.uci.edu/
This is a slide deck, which we've created for a Chameleon PA, is a short introduction to the benefits of outsourcing for small businesses, the pitfalls to look out for and how to get the ball rolling.
Outsourcing has become a critical part of the growth strategy of small businesses since it gives them the opportunity to be more competitive in the global marketplace while maintaining control over their overheads.
Technology gives small businesses easy access to the time, skills and experience of a vast network of resources which means they can offer their clients more comprehensive problem solving solutions.
The main problem most small businesses struggle with is to get into the mindset of outsourcing. You need to move from working IN your business to working ON your business and make outsourcing part of this process.
The Nitty Gritty of Setting Up Customer Discovery MeetingsLean Startup Co.
David Telleen-Lawton, UC Santa Barbara - Technology Management Program , @DTLinSB
This talk will focus on the down and dirty details of setting up meetings for Customer Discovery. The mindset you need, combined with specific tactics on how to will be discussed. Having set hundreds of B2B and B2C discovery meetings over the years, Telleen-Lawton has employed every stall tactic and excuse to delay reaching out and setting these meetings. He’ll show you how to avoid them and get on the fast track to a bull’s-eye product and a sustainable business model…or the realization that time would be better spent on a different idea.
How to be a graphic designer without losing your soul addresses the concerns of young designers who want to earn a living by doing expressive and meaningful work, and who want to avoid becoming hired drones working on soulless projects
Top Pillars | Pitching Skills by Essam Nazzal Top Pillars
https://toppillars.com
What you will learn
you will learn how to develop a better presentation skill-set, focusing on body language, delivery, confidence and communication skills. we will help you improve your public speaking and pitching skills. The training includes effective presentation techniques to allow you to present professionally and with confidence.
Throughout the training, we will giving you lots of useful ideas, tips, and techniques along the way to keep enhancing and improving on your delivery.
Design Thinking in the Real World | Sue Tan and Jeff Scheire | Lunch & Learn UCICove
About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.
About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.
Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation
For more information:
cove@uci.edu
http://innovation.uci.edu/
BA and Beyond 19 - Jonas Van Poucke - We stopped doing projectsBA and Beyond
Since the 50's people have used projects as a way to fund and organize software development. Teams are formed to work on temporary, development-focused projects which are approved though some sort of business case. The entire focus is on output: getting the project done in scope, in time and on budget. The rare project that meets these constraints can however still produce a crappy product: it does not achieve the necessary outcome (benefits to the user).
This is different with a product mindset. The focus is not on the output (getting features out), but on achieving the best possible outcome for the end user. A product mindset focuses on detecting and solving problems, and adapting when new ones emerge. Teams are given problems to solve instead of a list of solutions to implement. Product teams focus on maximizing customer value.
In this talk, I explain why we favor products over projects and delve deeper into the benefits and challenges of a product mindset.
Leading Your Sales Team to Peak Performance | Dionne Mischler | Lunch & Learn UCICove
About UCI Applied Innovation:
UCI Applied Innovation is a dynamic, innovative central platform for the UCI campus, entrepreneurs, inventors, the business community and investors to collaborate and move UCI research from lab to market.
About the Cove @ UCI:
To accelerate collaboration by better connecting innovation partners in Orange County, UCI Applied Innovation created the Cove, a physical, state-of-the-art hub for entrepreneurs to gather and navigate the resources available both on and off campus. The Cove is headquarters for UCI Applied Innovation, as well as houses several ecosystem partners including incubators, accelerators, angel investors, venture capitalists, mentors and legal experts.
Follow us on social media:
Facebook: @UCICove
Twitter: @UCICove
Instagram: @UCICove
LinkedIn: @UCIAppliedInnovation
For more information:
cove@uci.edu
http://innovation.uci.edu/
This is a slide deck, which we've created for a Chameleon PA, is a short introduction to the benefits of outsourcing for small businesses, the pitfalls to look out for and how to get the ball rolling.
Outsourcing has become a critical part of the growth strategy of small businesses since it gives them the opportunity to be more competitive in the global marketplace while maintaining control over their overheads.
Technology gives small businesses easy access to the time, skills and experience of a vast network of resources which means they can offer their clients more comprehensive problem solving solutions.
The main problem most small businesses struggle with is to get into the mindset of outsourcing. You need to move from working IN your business to working ON your business and make outsourcing part of this process.
The Nitty Gritty of Setting Up Customer Discovery MeetingsLean Startup Co.
David Telleen-Lawton, UC Santa Barbara - Technology Management Program , @DTLinSB
This talk will focus on the down and dirty details of setting up meetings for Customer Discovery. The mindset you need, combined with specific tactics on how to will be discussed. Having set hundreds of B2B and B2C discovery meetings over the years, Telleen-Lawton has employed every stall tactic and excuse to delay reaching out and setting these meetings. He’ll show you how to avoid them and get on the fast track to a bull’s-eye product and a sustainable business model…or the realization that time would be better spent on a different idea.
How to be a graphic designer without losing your soul addresses the concerns of young designers who want to earn a living by doing expressive and meaningful work, and who want to avoid becoming hired drones working on soulless projects
Top Pillars | Pitching Skills by Essam Nazzal Top Pillars
https://toppillars.com
What you will learn
you will learn how to develop a better presentation skill-set, focusing on body language, delivery, confidence and communication skills. we will help you improve your public speaking and pitching skills. The training includes effective presentation techniques to allow you to present professionally and with confidence.
Throughout the training, we will giving you lots of useful ideas, tips, and techniques along the way to keep enhancing and improving on your delivery.
Many organizations struggle to use an approach like design thinking for innovation. Some fear that its open-ended character does not produce actionable outcome, others do not find internal buy-in. We have 6 hands-on tips and strategies how to convince your organization to give it a try.
All too often, hastily planned brainstorming sessions bring up a lot of good ideas that somehow never get used, while the boring kinds of ideas you are trying to get away from seem to be used again and again. One reason for this is the lack of an innovation plan, according to Jeffrey Baumgartner.
Design Thinking & Lean UX for Enterprise_UXNightAdam Williams
This is the Design Thinking framework the IBM Bluemix Garage uses to approach enterprise client work. It incorporates IBM Design Thinking, Lean Startup, and Lean UX Methodologies.
It was presented at CascadedSF's UXNight on 2/1/17 as SF Galvanize.
Dropsuite is a global software platform that enables SMEs in over 100 countries easily backup, recover and protect their digital assets. What’s the secret to Dropsuite’s success so far? One of the main reasons for our rapid growth and credibility within the business backup sector can be attributed to the “engineering-first” culture we’ve fostered within our organization.
The presentation is a part of my preparation to understand Design Thinking for which I undertook a course in Coursera by University of Virginia's Jeanne Liedtka
Course name: Design Thinking for Business Innovation! https://www.coursera.org/course/designbiz
The era in Web designing has surpassed improvement. It’s now dealing with innovation and strength. A creative design agency at the same time is emerging out of various difficulties and challenges.
Whether regarding designers, Management process, Adapting with the modern technologies, work flow, Uniqueness, Cash flow events and so on, its prevalence is smoothly developing.
Possibilities of challenges will increase and so the solution.
But the Improvement in the track of Creative design will stay irresistible.
Driving agility into your customer experiencemarc mcneill
Presentation given at the Customer Experience Management for Banking and Financial Services conference in London.
* Discover how lean and agile thinking delivers customer driven innovation at speed
* Learn how to build the voice of the customer into your delivery process
* Understand how to rapidly respond to changing customer expectations across multiple customer touch-points
Presents eight ideas for agility, moving out of IT and into the realm of experience design.
Learn what are the primary things entrepreneurs should keep in mind before starting a business/startup? Idea, Product, Team and Execution are the four crucial things for startups. Know how to deal with these 4 important factors for your startup.
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
SFDW DESIGN WORKSHOP JUNE 3, 2016
By Kylie Tuosto & Stephen Gay
This year, for SF Design Week, we hosted a workshop focused on crafting delightful first use experiences. Our workshop included design principles for first use, core frameworks for thinking about delivering customer benefit, and several design patterns and exercises.
OVERVIEW
No matter what you call it -- user on-boarding, first-time use, the out-of-box experience -- a user's first experience with your product is critical. Designers need to ensure that people get up and running quickly and understand the benefits the product delivers. But what's the best way to do that? Come join a network of design leaders for a discussion of the fundamentals and best practices of delivering a memorable, engaging first-use experience.
RESOURCES
Worksheets: FocusOnFirstUse_Worksheets.pdf
Slides: FocusOnFirstUse_Presentation.pdf
LinkedInGroup: https://www.linkedin.com/groups/7059078
This presentation came up from a discussion that
emerged in a ‘lean startup’ meet-up in San
Francisco 2 years ago. We had to choose a theme
for discussion and I proposed ‘Design Thinking’ VS
‘Lean Startup’. Rapidly my talk was the most voted
and the war began … the room split in 2 groups,
fighting to prove which methodology was the right
one...
After this , I decided to give a deeper study to the
matter ... Each methododology is great... Actually its
usage or mindset depends on different factors and
objectives. This presentation is the result of this
deeper study and some [personal] conclusions.
adelavillanueva.com Hope it helps. Enjoy!
These are 10 bonus challenges in addition to those that you'll find in "Creative Workshop: 80 Challenges to Sharpen Your Design Skills," which is out now from HOW Books.
They were released at South by Southwest Interactive at my author's talk.
- - - Talk given at IT-Days March 2013 at www.baaa.dk - - -
How do you handle life as a freelancer? How do you deal with clients? How much should you charge?
Are you thinking about becoming a freelancer? Or are you already one? This session will offer you some hard-learned advice, some tips and tricks from the trenches and some insights into the life of a freelancer.
Many organizations struggle to use an approach like design thinking for innovation. Some fear that its open-ended character does not produce actionable outcome, others do not find internal buy-in. We have 6 hands-on tips and strategies how to convince your organization to give it a try.
All too often, hastily planned brainstorming sessions bring up a lot of good ideas that somehow never get used, while the boring kinds of ideas you are trying to get away from seem to be used again and again. One reason for this is the lack of an innovation plan, according to Jeffrey Baumgartner.
Design Thinking & Lean UX for Enterprise_UXNightAdam Williams
This is the Design Thinking framework the IBM Bluemix Garage uses to approach enterprise client work. It incorporates IBM Design Thinking, Lean Startup, and Lean UX Methodologies.
It was presented at CascadedSF's UXNight on 2/1/17 as SF Galvanize.
Dropsuite is a global software platform that enables SMEs in over 100 countries easily backup, recover and protect their digital assets. What’s the secret to Dropsuite’s success so far? One of the main reasons for our rapid growth and credibility within the business backup sector can be attributed to the “engineering-first” culture we’ve fostered within our organization.
The presentation is a part of my preparation to understand Design Thinking for which I undertook a course in Coursera by University of Virginia's Jeanne Liedtka
Course name: Design Thinking for Business Innovation! https://www.coursera.org/course/designbiz
The era in Web designing has surpassed improvement. It’s now dealing with innovation and strength. A creative design agency at the same time is emerging out of various difficulties and challenges.
Whether regarding designers, Management process, Adapting with the modern technologies, work flow, Uniqueness, Cash flow events and so on, its prevalence is smoothly developing.
Possibilities of challenges will increase and so the solution.
But the Improvement in the track of Creative design will stay irresistible.
Driving agility into your customer experiencemarc mcneill
Presentation given at the Customer Experience Management for Banking and Financial Services conference in London.
* Discover how lean and agile thinking delivers customer driven innovation at speed
* Learn how to build the voice of the customer into your delivery process
* Understand how to rapidly respond to changing customer expectations across multiple customer touch-points
Presents eight ideas for agility, moving out of IT and into the realm of experience design.
Learn what are the primary things entrepreneurs should keep in mind before starting a business/startup? Idea, Product, Team and Execution are the four crucial things for startups. Know how to deal with these 4 important factors for your startup.
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
SFDW DESIGN WORKSHOP JUNE 3, 2016
By Kylie Tuosto & Stephen Gay
This year, for SF Design Week, we hosted a workshop focused on crafting delightful first use experiences. Our workshop included design principles for first use, core frameworks for thinking about delivering customer benefit, and several design patterns and exercises.
OVERVIEW
No matter what you call it -- user on-boarding, first-time use, the out-of-box experience -- a user's first experience with your product is critical. Designers need to ensure that people get up and running quickly and understand the benefits the product delivers. But what's the best way to do that? Come join a network of design leaders for a discussion of the fundamentals and best practices of delivering a memorable, engaging first-use experience.
RESOURCES
Worksheets: FocusOnFirstUse_Worksheets.pdf
Slides: FocusOnFirstUse_Presentation.pdf
LinkedInGroup: https://www.linkedin.com/groups/7059078
This presentation came up from a discussion that
emerged in a ‘lean startup’ meet-up in San
Francisco 2 years ago. We had to choose a theme
for discussion and I proposed ‘Design Thinking’ VS
‘Lean Startup’. Rapidly my talk was the most voted
and the war began … the room split in 2 groups,
fighting to prove which methodology was the right
one...
After this , I decided to give a deeper study to the
matter ... Each methododology is great... Actually its
usage or mindset depends on different factors and
objectives. This presentation is the result of this
deeper study and some [personal] conclusions.
adelavillanueva.com Hope it helps. Enjoy!
These are 10 bonus challenges in addition to those that you'll find in "Creative Workshop: 80 Challenges to Sharpen Your Design Skills," which is out now from HOW Books.
They were released at South by Southwest Interactive at my author's talk.
- - - Talk given at IT-Days March 2013 at www.baaa.dk - - -
How do you handle life as a freelancer? How do you deal with clients? How much should you charge?
Are you thinking about becoming a freelancer? Or are you already one? This session will offer you some hard-learned advice, some tips and tricks from the trenches and some insights into the life of a freelancer.
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health InsuranceBecky Minervino
Why is selecting Health Insurance so painful? From the myriad of carrier choices to the endless amount of forms to the lack of transparency around what you’re are signing up for, the complexity around benefits selection is frustrating for both employees and employers. In order to make this process easier for everyone involved, Fidelity and BEAM set out to re-design this experience — taking an agile and collaborative approach to understanding how to make the process of selecting and managing health insurance better.
We'll talk about how we leveraged a variety of best practices and user-centered approaches to tackle this complex problem. This includes:
• Understanding the different constituents within the current Health Insurance experience: employees, employers, brokers and carriers;
• Our approach to understanding individual needs through interviews with benefits administrators across a variety of organizations;
• Distilling findings and incorporating design-sprints to arrive at “just enough” concepts en route to a full MVP;
• Validating concepts through prototyping and co-design with users to refine the experience;
• What worked well and what we are doing for the next phase of work.
How to Grow and Become a Seasoned PM by Microsoft Sr PMProduct School
Main takeaways:
-Identifying the right stakeholders in your growth
-How to leverage all opportunities correctly with these stakeholders
-Important skills to demonstrate in your work that make you eligible for next level
Intro to Lean Startup and Customer Discovery for AgilistsShashi Jain
This is a short presentation I made to the Portland Agile and Scrum group giving a light introduction to Lean Startup, Customer Discovery, and how you use them together to create a product-market fit.
1. Four Product Management mindsets Deploy and balance the Explorer, Analyst, Challenger and Evangelist mindset throughout the product life cycle to avoid common pitfalls and deliver a superior solution.
2. Create context to motivate a high-performing team Practical tips and real-world examples to drive innovation, shared understanding, mitigate risks, and create energy and focus.
3.Understand your profile Evaluate your "go-to" strengths versus where you need to consciously practice, and how to recognize and balance stakeholders’ own.
4. Tools to help you Navigate challenging stakeholder relationships. Emerge with a stronger reputation as a leader when faced with conflicting business priorities, changes in direction, misaligned incentives, resource constraints, unexpected disruptions, and aggressive deadlines.
5. And many more strategies Techniques to say “no” given common stakeholder archetypes, how to diplomatically, authentically yet firmly approach keeping your priorities on track.
The Minimum Loveable Product: Go Beyond the Minimum Viable ProductDialexa
Minimum Viable Products (MVP) rarely make "good" products. We discuss an alternative: the Minimum Loveable Product. In the world of platform engineering, coordinating your software (and perhaps hardware teams) to deliver a valuable product that your target audience will use is critical to success.
http://by.dialexa.com/beyond-the-minimum-viable-product-why-you-should-build-a-minimum-loveable-product
Managing The Design Process oleh Terry Lee Stones
Mengoptimalkan penggunaan design grafis dalam cara yang praktis dan nyata. Memahami bagaimana proses kolaborasi yang berlangsung akan perlu mempelajari beberapa bahasa baru, juga tools dan teknik, dalam mengaplikasikan menejemen design dan hubungannya dengan konsep kepemimpinan design
UX South West - Engaging clients meaningfully in the process of digital designAlan Colville
Great digital experience happen when we engage clients, not just users, meaningfully in the process of digital design.
This workshop describes techniques, which not only demonstrate the value of UX, but build better client / designer relationships.
Similar to 005_190112 Bookclub-In House Design chapter 02 (20)
This week let’s talk about websites. A website is a collection of interlinked pages on the internet grouped under a unique name or online address.
These pages, known as web pages, contain information or services by a business or organization. The information may be in different formats like text, images, videos, audio, and animation and the services may be like buying or selling products, downloading digital products, etc.
Websites can be used in various fashions: a personal website, a corporate website for a company, a government website, an organization website, etc. Websites can be the work of an individual, a business or other organization, and are typically dedicated to a particular topic or purpose.
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We already know about digital printing before, but what makes it different with offset printing? Offset printing technology uses plates, usually made from aluminum, which are used to transfer an image onto a rubber "blanket", and then rolling that image onto a sheet of paper. It's called offset because the ink is not transferred directly onto the paper.
In offset printing the matter to be printed is neither raised above the surface of the printing plate nor sunk below it. Instead, it is flush with the surface of the plate; thus offset is classified as a planographic method of printing.
Offset printing helps in producing high-quality output on surfaces like cloth or wood. The rubber leaves a very fine print on rough surfaces, making the process effective. The process is equally efficient for small, medium and large-scale production of printing due to its high quality, inexpensiveness and consistent results.
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Be sure to follow us:
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We have discussed Quality Assurance last week, now let’s move on to Digital Printing. Digital printing is a method of printing from a digital-based image directly to a variety of media. It usually refers to professional printing where small-run jobs from desktop publishing and other digital sources are printed using large-format and/or high-volume laser or inkjet printers.
Digital printing machines can print on everything from thick cardstock, heavyweight papers and folding cartons to fabric, plastics and synthetic substrates.
Digital printing continues to grow in popularity and as technology continues to improve, so does the quality of the work. With short turnarounds, lower cost and high-quality output, digital printing is a great solution for many projects you have.
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Be sure to follow us:
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This week, let’s discuss about quality assurance. Quality assurance (QA) is a way of preventing mistakes and defects in manufactured products and avoiding problems when delivering products or services to customers.
Quality assurance process helps a business ensure its products meet the quality standards set by the company or its industry. Another way to understand quality assurance (QA) is as a company’s process for improving the quality of its products.
Most businesses utilize some form of quality assurance in production, from manufacturers of consumer packaged goods to software development companies. Some companies may even establish a quality assurance department with employees that focus solely on quality assurance.
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Be sure to follow us:
https://www.instagram.com/liasidik
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If you have any additional questions, please leave a comment.
Thank You!
Once you got a grasp about layouting, now let’s talk about photography. In graphic design, images are often the best way to get ideas across. People respond to images and process them regardless of what language they speak. Photographs are very effective images that can convey stories very quickly. Think how less effective advertisements would be if they used only words.
Photography in design can be more impactful than graphics or illustration as it communicates the message with a sense of realism, and often packs more of a visual punch, too.
Photography can serve many purposes and have many facets. Photography can tell a story, it can capture a moment in time, it can document, and it can be art. There are many technical uses for photography as well as social and creative ones. How we use and interact with photography is highly personal and will differ from one person to the next.
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Whether in design or writing, layout is the decisive factor which makes the reader want to stay to read your article/design. .
Layout design is the process of arranging visual elements—like text, images, and shapes—on a given page. Layout design is important for any project that conveys a message through eye-catching visuals, like magazine layouts, website design, and advertisements.
An effective layout not only looks attractive, but also helps the viewer understand the message the design is conveying. In other words, understanding layout is key when it comes to creating user-friendly, engaging designs, particularly in the realms of web design and advertising.
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Although it may be a bit similar, writing for printing media is different from writing for digital media. Written content could only be published as physical print, and was therefore static and unchangeable. Today, content can be published online and is in constant flux. As technology has shifted the way information is delivered, readers’ needs have changed, and writers must think about content in a completely new way.
When writing for the web, using plain language allows users to find what they need, understand what they have found, and then use it to meet their needs. It should also be actionable, findable, and shareable. The point is to understand how what you are writing fits into the overall content strategy, what the content lifecycle entails, and who is involved in the process.
It’s important to target your audience when writing for the web. By knowing who you are writing for, you can write at a level that will be meaningful for them. Use the personas you created while designing the site to help you visualize who you are writing for.
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Last week we talked about how to write a catalog to promote your product. Now let’s talk about how to write for company magazine and newsletter. Many large organizations will have magazines or newsletter for their employees. Some have them for their customers too.
Newsletters are often short, maybe only one or two pages. Those that are for staff only will usually contain information about upcoming events or announcements, changes in management, new staff, retirements, deaths, competitions, suggestion schemes and that kind of thing. Company magazines are much the same as newsletters in their function, but they are longer, like ‘normal’ magazines.
There are lots of topics you could write about for your company newsletter or magazine. And what you choose depends on who the publication is intended for.
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Aside from writing for product and retail, you need to know about how to write for catalog. The aim of a catalog is for a range of available goods to be understood as quickly as possible and for it to be appreciated for its design. Thanks to these intrinsic qualities, catalogs are one of the most effective sales tools on the market.
A catalog is a list of all the products or services that an organization makes available to the customers for sale. Well-crafted company profiles & company brochures showcase the corporeal differences. It gives a brief elucidation of products, their features and uses and much more. Preparing a product catalog in the correct style with the latest modifications will aid in creating and spreading brand awareness.
Consequently, writing a product catalog, in a manner which would boost sales, is a pivotal project and the marketing and sales department must necessarily ensure that it follows a significant stride in achieving the target market’s acceptance.
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Last week we discussed about copywriting for advertising and direct marketing. Let’s step up our discussion further about writing for retail and product.
Retail advertising is the process by which retailers use store advertising (online and offline) to drive awareness and interest towards their products to generate sales from their target audience. Through advertising, a retailer attempts to influence their audience to take a specific action.
Whereas, a product description is the marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the features and benefits of the product so they’re compelled to buy.
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From the previous discussion, we talked about the basics of copywriting. Now let’s take a look at copywriting for advertising and direct marketing.
Ad copy is the text of an advertisement and is delivered through several methods, with the end goal of a completed conversion. Figure out the Who, What, When, Where, How and Why of whom you are targeting: what you are offering, where the ad will be seen, when the ad will be displayed, how the message will be delivered, and why the reader would benefit from your offer.
The goal of an advertising script is to give the commercial producer the copy needed to sell a product or service. Good copy gets consumers attention, builds brand recognition and urges the audience to buy the advertised product or service.
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A good content will make a good impression for online ads to promote brands. It is essential to be able to understand the structure or process of copywriting. Copywriting is the reason why people buy something.
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
Every business needs copywriting if they want to convert traffic into customers. Websites without copy don’t get sign-ups or opt-ins, don’t build brand awareness, and don’t persuade people to give them their money.
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Working in the creative or design industries, much of your marketing relies on beautiful imagery. Beautiful images are a good start, but cleverly crafted content can make all the difference. Words give your work further clarity, reach and exposure – and, in the digital age, make you easier to find online.
Creative copywriting isn’t just about getting information in. It’s about getting information out – in an interesting way. It’s not just about writing but about thinking. And thinking differently. Why is the product unique? Why should I choose it above and beyond any other similar brand? Who is the target audience?
Creative copywriting is inspiring to read and has a voice that makes a brand stand up and stand out. But it’s about more than having a way with words. It’s about being original with an idea and tapping into people’s hearts and heads. It’s about having a headline that makes people look twice and a copy that makes people want to read end to end.
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In order to monopoly the market, a brand must be creative in promoting itself. Nowadays there are many creative industries who reveal themselves in the past few years to be a better brand in the market.
The term ‘creative industries’ describes businesses with creativity at their heart – for example design, music, publishing, architecture, film and video, crafts, visual arts, fashion, TV and radio, advertising, literature, computer games and the performing arts.
The creative industries are critical to the sustainable development agenda. They stimulate innovation and diversification, are an important factor in the burgeoning services sector, support entrepreneurship, and contribute to cultural diversity.
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Once you know about SWOT, now let’s move on to STP. STP or Segmenting, Targeting, Positioning is a three-step marketing framework. With the STP process, you segment your market, target your customers, and position your offering to each segment.
STP marketing is effective because it focuses on breaking your customer base into smaller groups, allowing you to develop very specific marketing strategies to reach and engage each target audience.
STP marketing represents a shift from product-focused marketing to customer-focused marketing. The more personalized and targeted your marketing efforts, the more successful you will be.
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What is SWOT analysis? SWOT analysis is a strategic planning and strategic management technique used to help a person or organization identify Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning.
You can employ SWOT analysis before you commit to any sort of action, whether you are exploring new initiatives, revamping internal policies, considering opportunities to pivot or altering a plan midway through its execution.
The analysis can show you the key areas where your organization is performing optimally, as well as which operations need adjustment.
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A few weeks ago we already discussed 3 theaters of CSR. Now let’s take a look at the examples of CSR Events which build a brand.
Doing a CSR is not simply just by understanding the theaters, you must understand the purpose of your brand, brand values, and your brand trademarks. The foundation must be applied first in order to make it work properly.
A company which emphasizes on its policy of social responsibility can amplify its good image and can create a competitive edge over others leading to 'Branding'.
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You already know about product branding, now let’s discuss a whole new level about branding another object: City Branding. City Branding is the use of marketing techniques to give a city a unique identity in the minds of citizens, visitors, companies and investors.
As cities compete globally to attract tourism, investment and talent, as well as to achieve many other objectives, the concepts of brand strategy are increasingly adopted from the commercial world and applied in pursuit of urban development, regeneration and quality of life.
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Nowadays, magazines are paving their way to go online, which lessens the production costs and can be accessed by anyone around the world. Still, there are some companies who prefer to produce them with high quality paper and distribute them door to door.
A traditional magazine can typically focus on trends or issues, and it can provide background information for news events. Magazines have the luxury of focusing on a smaller target audience, which means they do not have to try to please all of the people all the time.
Then, how can a magazine attract its reader? Structurized paragraph and writing, an eye-catching design, and good typography are the points which will create a good magazine.
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You already know how to promote your brand by making an advertisement. But, will your advertisement produce a profitable income?
Advertising is not just to sell your brand and build your brand name, it must give you a benefit. Starting by pricing your product not too high or not too low, then promoting your product to build awareness in customer’s mindset, and finally using brand ambassadors to influence consumers' emotional feelings.
It seems to be impossible at first, but with each step, you will gain more profit and your brand will eventually become the best in the market.
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More from Lia s. Associates | Branding & Design (20)
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3. How Do You Explain What You Do?
Design is a profession based on conception: on helping to define
an opportunity, then developing a solution that will fullfill it.
(What Every Business Needs, AIGA)
lia s. Associates
4. lia s. Associates
1. What The Project
2. Project Concepts
3. Final Concept
4. Finished Project
5. lia s. Associates
Everyone’s a Designer
As nebulous as the procces is to most people, paradoxically,
almost everyone fancies him - or herself - to be a designer.
6. lia s. Associates
But You’re The Expert
You also have to show yourself to be the expert:
Others may have opinions, but you have the actual working
knowledge to get things done correctly.
7. lia s. Associates
What is Your Mission
It’s tough to explain what you do to others if you you’re not
quite sure yourself.
Take the time to develop a department “mission statement”
that aligns with the company’s mission statement.
Keep your mission statement simple and positive.
8. lia s. Associates
Show and Tell
However you explain what you do, remember that the most people
are not as visual as you are.
Always provide images, even they are only basics sketches, in
color, if possible.
It may slow down your procces terribly to produce a tight comp,
but in the end, it may be worth to get an accurate reaction from
the client.
9. lia s. Associates
How Do You Explain Your Tool?
While others believe it unnecessarily muddies the water, taking
the focus off of the ultimate goal: a succesfull design.
A common ground, it seems, is a brand standards manual.
However, modest this should lay out preapproved parameters-
color, typestyle, grid, and more-in a bibble-like form against
which most people won’t argue.
10. lia s. Associates
You may not think your tools are all that confusing, but to the lay
person talking about “figure-ground reversal” is jargonism and
exclusionary.
Jargon
11. lia s. Associates
Explain Your Work’s Value
Sometimes proving value in your work’s is a matter of
gaining respect among peer of satisfying internal.
Seeing actual value is also important to you too, as an individual,
to prevent burn-out and discouragement.
12. lia s. Associates
How To Measure Value?
There Are Common Sense, Methode That Are
Convincing, However.
1. Just plain save them money
2. When you save the client money,
let everyone know through a
company newsletter or a quick
emailed note
3. Add up what the cost would have
been for specific assignment if
they had been sent to an outside
agency
4. Track project
5. Enter design competitions
6. Save thank-you notes or
other correspondence that
praises your work
7. Host your own show
8. Not every company can
be the market leader.
13. lia s. Associates
• Trust
• Time
• Direct communication
• Space
• Adequate resource
How The Clients Obtains Value
14. lia s. Associates
Securing Full Value The Designer’s Role :
1. Communication is crucial
2. Know as much as you can
about your company and its
bussines
3. In addition, in-house designers
must understand the emotional
and psychologycal needs of
their clients
4. Be extremely organized. Keep
excellent records. Be flexible
and patient
5. Respect the schedule, without fail
6. Be strategic
7. Offer training so that others
understand design better.
8. Those job can be done quickly
should be done quickly
9. Do what clients ask
15. Develop simple forms that gather the right kind of information.
Develop a Proactive Process
The ideal routing of such a form prior to reaching the designer’s
desk would be :
1. It is submitted through the head of the requesting outside
department.
2. The form is delivered to the design department director or traffic
manager directly to the designer.
3. The designer who will be handling the project give immediate
feedback to the client regarding the information on the form and
asking more question.
16. Face-to-face time is crucial after the form received, something
a form can’t replace.
The words great design almost never go together.
Established a brand review group that meets regulary to
review all creative or marketing pieces produced by the
company.
If you have the personal resource, set up your department.
Have the time table to which everyone can easily refer.
17. Don’t forget that design is a team efforts.
Have a point person for each project, a single individual with
whom you correspond.
When a project is complete, follow up with a quick
(emailed) survey that asks the client about his experience
and satisfaction.
19. Creative Strategies
It's necessary for the In House Designer to always have a quiver
full of strategies for designing. That's because, almost universally,
resources are notoriously short for this tribe-budget, people,
equipment, space and (always) time.
The strategies that are themselves creative have more to do with
demonstrating value and return on investment, negotiating and
comittee-proofing your work.
lia s. Associates
20. lia s. Associates
The budget management system most commonly associated with
In House Design is charge backs, pure and simple those in the
company who use the in house design department are charged for
it, either in monies that are taken out of their budgets (usually
invisibly through the company's accounting system) or in hour units
that are substracted from allotments given to them.
Budget Management
21. The most important thing if you are not in control of determining
the budget is to try to get involved with advising
the person who does set it.
In that way, even if we are given a budget, we can say
straightaway if it is not enough, or, if the budget is small, we will
tell them it will limit what we can do.
Sometimes, it's frustrating and we are given.
22. Ideally, the cost should be as small as possible for the best possible
results. That outcome benefits everyone and is so dissimilar to the
cost mounted by an outside group, which needs to recover costs
plus gain a profit.
So to be considered as a serious partner in the budgeting process,
the designer must prove that he or she can actually effectpositive
change.
What Will It Costs ?
23.
24.
25. lia s. Associates
Time Management
When it comes to time and In House Design, there are three
certainties :
1.There is never enough time
2.There needs to be a definite schedule
3.The schedule will change at a moments' notice
26.
27.
28. lia s. Associates
Tyndale House Publisher
Tyndale house’s two-hour, weekly, mandatory design meeting has
specific guidelines for presenters and responders that help it succeed
consistently.
Its goals :
• Build excellent design through collaboration.
• Create team-building through affirmation and engagement.
• Provide presentation experience for designers in a safe
environment.
29. Regarding newly finished products :
• Review the product’s history and intended use.
• The presenter/designer should highlight one or two elements
of the design and acknowledge those who significantly helped
along the way.
• The responder should look for an element of the design to
celebrate.
30. Presenters of new or in-progress projects :
• State the nature of your presentation :
Already approved, in process, or brainstroming what you
want from the discussion.
• Give background to the project:
Synopsis,audience,purpose,author,format
• Give some personal identification with the project
• Mount comps and give print-outs whenever possible.
• Be openly responsive and teachable.
Admit when you are struggling with a design
31. TYNDALE HOUSE PUBLISHER
Responders :
• Thing before you talk; be relevant anfd concise
• Include positive feedback
• Keep criticism objective,never personal
• Practice giving feedback language like,”This works because…”instead of”like...”use “This
is stronger because…” instead of,” I agree with… “
• Remember that our team includes other departements
• Everyone’s opinion matter,s regardless of role
Things to evaluate :
• The quality of the idea,its originality,and appropriatenesss
• Image content and style
• Type style,grammar,and hierarchy
• Use of color,contrast,and space
• Flow and unity
• Visualizing the spiritual dimension
• The presentation itself
• Pushing to the next level
32. Resource Management
lia s. Associates
Other effective ideas for resource management include :
• Work closely with HR to solicit resumes for every position in your
departement.
• Plan ahead for how your department will handle absences, such
as illnesses or maternity or paternity leave.
• Develop a good network of temps and freelancers who can help
for short periods of time when needed.
• Develop a similar network with outside agencies for large
projects.
33. • Develop a solid brand style guide that anyone -new employees,
temps, freelancers, outside, agencies, the CEO of your company -
can understand and use properly so that the work that is returned
is on the mark.
• Effective management of visual resources is a must.
The In-house Design staff at Tinemelk is developing an image bank
and media system that the whole company will be able to access
when it complete.
34. This Vita-Mix stand-up, flip-top recipe book was a 400-page project that
required extensive revisions.
“But with constant communications, we managed to produce it in about three
months. A large project like this, with a looming deadline,requires the team to
think as one.”
Elizabeth Schindelar, Manager of Creative Services
35. Negotiation
• Focus on the interest of everyone involved (including yourself),
not on their positions.
• Try to understand each stakeholder’s priorities. Get all of the
parties together, if possible. Where people may not have opinions
due to lack of information, provide the knowledge that they need.
lia s. Associates
All the following are also crucial to the success of negotiating :
36. • Know ahead of time what you are willing to sacrifice or change.
Have a few legitimate options at the ready.
Always have a plan B.
It's like a lawyer going into court. Anticipate what they are going
to say before they even say it.
• Decide beforehand what you will do if no agreement can be
reached.
• Make sure everyone involved understands the process and
feels involved.
37. • Remember that the people involved in the negotiation (including
yourself) are only that-people and they all have different
perceptions.
Emotions, and ways communicating reactions may be personal and
even hurtful: continue to listen, though. And try to stay above the
tray, stay professional, and don’t take it personally.
“Designers must have a thick skin.
It’s imperative that we use our creativity to somehow work out an
acceptable arrangement for all parties involved.”
Ella Rue, publications manager for New Jersey City University
38. • Know ahead of time what sort of conclusion is needed and
communicate that to the other parties. Everyone involved must
have the same expectation.
For example :
“Today we need to select the point-of-purchase designs that will
be implemented in March.”
Perhaps absolute resolution is not need the sign-off of one
particular person in the room, know what success looks like.
39. Dali’s Mae West Lips sofa was an obvious
choice as the main image, but the designer had
to work hard to convince all stakeholders that
placing it in an unusual context would create a
much more powerful statement.
The design was a huge success: it was used
across a wide range of print and media
creations.
40. For the Out of the Ordinary exhibition
at the Victoria & Albert Museum, the
designer of this invitation was keen to
pursue a conceptual solution.
But this approach was rejected, so a
photograph of an existing work was
sourced and then digitally enhanced.
The results are beautiful, but it was still
a situation where not every battle can
be won.
41. There was some resistance to using an
ilustration instead of an photo on this
poster advertising a fashion exhibition at
the Victoria & Albert Museum.
The designer, however, believed that
working with the celebrated fashion
ilustrator David Downtown created a
unique look and feel for the campaign.
The design was an enormous success :
the exhibition attracted very high visitor
numbers and the image appeared all over
London.
It demonstrates the value of holding onto
an original idea and going with one’s
creative instincts.
42. Setting Benchmarks
From a purely practical standpoint, an in-House design department,
although it may not generate hard revenue unless it’s simply more
expedient for the organization to work with the in-house group-often
they’re in the same building which means less travel and hassle-and
the group can often respond quicker and with no mark-up.
lia s. Associates
43. Case Study :
Rand McNally Strategic Positioning
“When I came here, this group was in a windowless room the bowels
of the bowels of the building. It was called ‘Art and Design’-no one
knew where it was. I moved the department up into a large area with
lost of light and no closed doors. There is a big table in the middle of
our area. We changed the name group to ‘design,’ and I gave a
presentation to all of the managers of the company to introduce all of
the changes.
“One thing that is now crucial to our group is that we are the hub of the
company. Everybody has to come to design sooner or later. I use that
to really position us strategically.”
lia s. Associates
44. This packaging for a new cloth map product takes advantage of the nature of
the soft fabric on which the maps are printed.
“Rather than creating superflous packaging that would talk about the benefits
and characteristic of the product,we let the product speak for itself.
All that was needed was a simple cardboard tent to label and hang the product.
Sometimes less is truly more. And it did help with the budget.”
Rand McNally Design Director Joerg Metzner
46. Deliver what you promise, but always under-promise and
deliver more and better than expected.
That shows them that having rules helps you create great things,
not just design that is ‘good enough.’