Čempionu Brokastis #35 / Michael Hollesen - Design that communicates
•Download as PPTX, PDF•
1 like•225 views
Recommended
More Related Content
Similar to Čempionu Brokastis #35 / Michael Hollesen - Design that communicates
Similar to Čempionu Brokastis #35 / Michael Hollesen - Design that communicates (20)
More from NORD DDB RIGA
More from NORD DDB RIGA (20)
Recently uploaded
Recently uploaded (20)
Čempionu Brokastis #35 / Michael Hollesen - Design that communicates
- 3. INTEGRATION WE ARE AN INTEGRATED AGENCY MICRO NETWORK
- 4. NORD DDB ARE +400 CONNECTED SPECIALIST CONTEN T AND SOCIAL MEDIA DIGITAL STRATE GIST GROWTH MANAGE RS INNOVATI ON & PROTOTY PING DESIGN DIRECTO RS COPY WRITERS ACCOUN T DIRECTO RS UX DESIGNE RS CONCEP T DIRECTO RS STRATE GIC PLANNIN G MOTION DESIGNE RS DIGITAL DESIGNE RS DIGITAL DIRECTO RS DIGITAL LEADER SHIP CREATIV E DIRECTO RS CRM DIRECTO R ART DIRECTO R ACCOUN T MANAGE RS PHOTOS HOP ARTIST MEDIA STRATE GIST PACKAGI NG DESIGNE RS PHOTOG RAPHER S SOCIAL MEDIA EXPERTS RETAIL DESIGNE RS BRAND STRATE GY IDENTITY DESIGNE RS STRATE GY /GROWT H FINAL ART ART BUYERS DESIGN STRATE GIST … structured bespoke based on our clients challenges, needs and wants. From small core teams to full 360- specialist set ups. INTEGRATION
- 6. OUR CLIENTS NEED GROWTH. GROWTH THAT IS ILLOGICAL, DISPROPORTIONATE AND NON- LINEAR. WHY WE EXIST
- 7. UNREASONABLE GROWTH CAN ONLY BE UNLOCKED BY REACHING PEOPLE. AND PEOPLE BEHAVE EMOTIONALLY AND ACT IRRATIONALLY. WHY WE DO IT
- 8. WHY WE EXIST
- 11. WHAT WE DO
- 12. 1 0 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 FAME CAMPAIGNS OTHER CAMPAIGNS ANNUALISEDESOVEFFICIENCY FAME INCREASES EFFICIENCY 4X LES BINET AND PETER FIELD, IPA DATAMINE
- 13. HOWEVER, OUR UNDERSTANDING OF PEOPLE AND CULTURE NEEDS TO BE COMBINED WITH A DEEP AND TRUE UNDERSTANDING OF OUR CLIENTS EVERYDAY NEEDS AND BUSINESS CHALLENGES. WHY WE CAN DO IT
- 15. PEOPLE & CULTURAL INSIGHTS IMPACTS EVERYTHING FROM BRAND STRATEGY TO THE LATEST MEME. MEGA/ MACRO MICRO NANO TRENDSPEOPLE ATTITUDES & VALUES NEEDS ASSOCIATIONS BEHAVIOUR BRAND STRATEGY COMMS CONCEPTS CAMPAIGNS ACTIVATIONS IMPACTS +
- 16. SOCIAL LISTENING QUAL & QUANT RESEARCH OFF- & ONLINE TREND ANALYSIS
- 17. BRAND ROLE
- 18. SOCIETY BUSINESS MARKET BRAND ROLE A BRAND ROLE PLAYS ON THREE DIMENSIONS.
- 19. BRAND ROLE A BRAND ROLE PLAYS ON THREE DIMENSIONS. BRAND WORLD
- 20. Growth by design
- 21. What do we do? COMMERCIALLY INTERESTING TARGET GROUPS AND WHAT MAKES THEM TICK BRAND WORLDS, PRODUCT CONCEPTS, SERVICE DESIGN, INNOVATION, AND PROTOTYPING. THAT CREATES COHERENT POWERFUL AND RECOGNISABLE INTERACTIONS AND EXPERIENCES WITH THE BRAND ACROSS ALL TOUCHPOINTS.
- 24. PEOPLE/PRODUCT - FINDING THE SWEET SPOT PRODUCT WHAT WE WANT TO SELL #1 INSIDE-OUT PRODUCT PURPOSE VALUES #2 OUTSIDE-IN DRIVERS NEEDS ATTITUDES & VALUES PEOPLE WHAT MAKES THEM TICK? BRAND ROLE
- 25. PEOPLE/PRODUCT - FINDING THE SWEET SPOT SIMPLIFIED BUYING EXPERIENCE WITH AN EXPRESSED WISH TO CHALLENGE THE CATEGORY #2 OUTSIDE-IN DRIVERS NEEDS ATTITUDES & VALUES PEOPLE WHAT MAKES THEM TICK? BRAND ROLE
- 26. PEOPLE/PRODUCT - FINDING THE SWEET SPOT SIMPLIFIED BUYING EXPERIENCE WITH AN EXPRESSED WISH TO CHALLENGE THE CATEGORY CONVENIENT PLEASURABLE E-SHOPPING WITH AN EXPLICIT DISTRUST (AND HATE) OF THE BANKING SECTOR. BRAND ROLE
- 29. WE STARTED AT THE CORE: THE PRODUCT DEFINING SMOOOTH
- 39. TONALITY We don’t say: Installment, part payment or pay monthly…
- 50. IN A CATEGORY PREDOMINANTLY DRIVEN BY PRICE, VATTENFALL NEEDS TO BREAK OUT OF THE CATEGORY MOLD OF HAPPY FAMILIES AND CHILDREN HUGGING TREES.
- 52. ”UNBURDENING US FROM THE FEELING OF SOLE RESPONSIBILITY TO ADRESS CLIMATE CHANGE”:
- 54. Confidentiality – Critical (C4), High (C3), Medium (C2), None (C1) 2019-02-28 Confidentiality – Critical (C4), High (C3), Medium (C2), None (C1) 2019-02-28 54 Intro Intro Searching 3 split Searching
- 55. Making climate change emotional 58% of all kids 6-16 worry about climate change Climate change is the #6 biggest worry, But #2 worry that isn’t ”a personal / own environment” worry Amongst 12-16 year olds, climate change is the #3 biggest worry
Editor's Notes
- Oavsett vad som skall skapas för Klarna; smidiga check-out-flöden, reklamfilmer, inredning i deras kontor eller nya tjänster och appar så finns nu ett komplett toolkit anpassat för en modern produkt. Här finns allt som behövs och allt är grundat i att fungera i kärnprodukten. Färger har valts utefter hur de fungerar på både nya och gamla mobilskärmar, symboler har fått väldigt mycket kärlek då en produkt av denna typ kräver det och de blir väldigt viktiga identitetsbärare. Vi tog till och med fram ett “motion id” som dokumenterar rörelser vid animationer och interaktioner. Hur det ska “kännas” att interagera med Klarna. Allt för att skapa en så stringent upplevelse som möjligt.
- Logotypen var den viktigaste delen att börja med. Modern, tidlös, Impact i stor storlek - Funktionell i små storlekar Klarna. Punkt. Självsäker
- Logolimpan är den viktigaste touchpointen. Här väljer man Klarna. Tydligt sticka ut bland andra betalalternativ. Behålla blå uteslutet. Rosa var ledigt.
- En annan variant är kreditkortslogotyper. Här gör det rosa ännu bättre jobb
- Smoooth tonalitet
- Smoooth tonalitet
- Smoooth tonalitet
- Smoooth tonalitet
- Smoooth tonalitet
- Extremt många touchpoints. Allt ifrån designen av produkten, tonalitet i skrift, appdesign, bilder, filmer, hemsida, sociala medier till stickers
- Before we start we need to think about safety: emergency exits, assembly point. Please also put away your phones and computers - we would really like to score 100% on awareness over the whole session. The Communication Academy is an ongoing training program for Staff Function Communications created by colleagues in Communication. The team for today’s session consists of me, Dan, Thea Allgulander, Anita Bos and Carole Lindmark who will all be helping out during the day taking questions etc. Today we also have lots of guest and a really interesting mix of people, we have Vattenfall colleagues from many parts of the business and also a range of partners from our agencies outside the company. On stage we have four excellent speakers and true experts of their fields. I have had the fortune to listened to them in the past and it feels really good to present to you: Andreas Dahlqvist, Michael Hollesen and Linnea Lofjord from our advertising agency DDB and Hans Iwarsson from our partner in sound development: Plan8. And with that I turn over to you Michael who will kick off todays session!