Insight Into The Creative Process (by Emcee Design)

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Information about Insight Into The Creative Process (by Emcee Design)
Design

Published on March 8, 2014

Author: MeringCarson

Source: slideshare.net

Description

What does it say about a design firm who actually likes to share the creative process with their clients? We’ve heard people say that letting clients see ‘behind the curtain’ is dangerous. Yes, dangerous. And that it takes away from the ‘magic’ of creativity. We disagree. We believe it helps clients trust us even more. In fact, we find that when they become more vested in the process, they take more ownership of the final work.

Transparent Creativity insight into the creative process The DesignAmplified Series

Transparent Creativity — The DesignAmplified Series What does it say about a design firm who actually likes to share the creative process with their clients? We’ve heard people say that letting clients see ‘behind the curtain’ is dangerous. Yes, dangerous. And that it takes away from the ‘magic’ of creativity. We disagree. We believe it helps clients trust us even more. In fact, we find that when they become more vested in the process, they take more ownership of the final work. “Transparency in business has become an increasingly valued aspect of a company’s image ...a great way to make your company stand apart.” — TrendReports.com Transparency was among the top trends for 2013, according to various sources such as TrendWatching.com and TrendReports.com. “Transparency in business has become an increasingly valued aspect of a company’s image…” This quote is from a May 2013 article called ‘Coming Clean: The Power of Transparency in Business’ by TrendReports.com, which goes on to suggest that transparency is “a great way to make your company stand apart.” We agree. At Emcee Design, we invite you to see the thinking and work that goes into a project. Our commitment to transparency not only demonstrates diligence and our desire to deeply explore each and every opportunity… it illustrates how much fun it is to be in a creative field and work with interesting, stimulating brands.

Transparent Creativity — The DesignAmplified Series RE-DESIGNING A HELICOPTER FLEET Take CALSTAR, for example. CALSTAR is a non-profit regional air-ambulance service who hired Emcee Design to redefine and redesign their brand identity, including a multi-million dollar investment in a new fleet of helicopters and airplanes. The new strategic platform was geared around a re-orientation of what ‘STAR’ stood for. Originally an acronym for ‘shock-trauma air rescue,’ the term was now obsolete, due to their expanded service offering. Instead, their staff and crew (2 RNs on-board; unmatched in the competitive set) were positioned as the true stars of the operation: a force of dynamic energy committed to saving lives. Delivering dynamic energy through the new brand identity became a key design objective. BEFORE AFTER In-progress application of the new fleet design COLOR THEORY Working from the strategic brief, Emcee Design started with a study in color theory. What emotions are associated with the colors in the existing brand? What emotions do we want to trigger? Where is the competitive set? What colors are the most visible and dynamic in the sky? (Visibility and enhanced brand awareness are directly linked.) And finally, how would our brand colors hold up when painted on helicopters in a metallic paint?

Transparent Creativity — The DesignAmplified Series LOGO REVOLUTION Then there was the star itself. Starting with the existing Star of Life, what does a graphic evolution look like? What does a revolution look like? CALSTAR ultimately chose to revolutionize their brand, making bold choices that would enhance their brand’s visibility and overall awareness. See the final product and more of the process here.

Transparent Creativity — The DesignAmplified Series LOGO EVOLUTION Sometimes, however, an evolution is the wise choice, as in the case of Visit California. For years, the organization behind California’s industry-leading tourism marketing program was called the California Travel & Tourism Commission — a name that was hard to remember, and even harder to explain. A combination of research and ideation led to the development of a new corporate name that was both memorable and descriptive: Visit California. Using our evolution-to-revolution philosophy, we started with an extensive visual identity exploration. Our client was able to see the future for the brand but decided an evolution of the existing brand was the right choice for now. While working through adaptations for the corporate name, we also addressed the core, consumer version (see above). By making small but important shifts in the design, we effectively maintained the attitude and appeal of the mark, but significantly improved readability. This before and after view illustrates the opportunity to enlarge the tagline by violating the wave with the letter ‘l’ (as opposed to the ‘f’). As a final thought, we’re putting the question out there: Is your brand in need of an evolution or a revolution? A number of these developmental sketches are posted on our site, further illustrating the diligent, detailoriented nature of our work. The end result is one killer brand with two identities (consumer and corporate) living as they should: compatibly, cohesively and continuing to build equity. Check it out.

WE’RE EMCEE DESIGN AND OUR MISSION IS SIMPLE: AMPLIFICATION THROUGH DESIGN. BRAND DEVELOPMENT As a brand identity and design studio born out of a fully-integrated advertising agency, we’ve got certain “hook ups” — connections, if you will. Interactive design, visual design, design of social channels These connections add the insight and inspiration that fuels our more thoughtful and strategic process, give us an enhanced expertise, and — best of all — let us turn up the volume on your marketing program. Collateral and direct mail Brand or corporate identity and logo development Brand and graphic standards Business systems Website design, landing pages, e-marketing Package design Traditional and non-traditional applications and design materials RETAIL Point-of-sale materials, traditional & non-traditional (QR codes and interactive/engagement tactics) Gift cards and ticket cards Signage banners, window decals Free-standing impact units Emcee Design [N] 1700 I Street, 2nd Floor Sacramento, CA 95811 :p 916.441.0571 :f 916.441.1370 Emcee Design is a division of MeringCarson For more information, contact Michael Leonardini at michael@designemcee.com © 2014 Emcee Design All rights reserved.

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