Talented creatives have something beyond skill that cannot truly be explained, harnessed, or diagnosed. It’s a deep, emotional hunger to make, dissect, understand, share, destroy. It’s our ability to transcend education and experience to somehow craft new things and new worlds. It’s our ability to do something with Blood.
Brand building is typically viewed as part of a long-term engagement. Organizations, and their internal, agency, or consultant teams invest in a discovery (typically through an agency briefing process), a visual exploration or moodboard, and a brand and identity strategy that culminates into a ‘big idea’ campaign with brand guidelines, strategic planning, a website, a communications plan, and media buying.
While these artifacts are incredibly valuable, and necessary, a design sprint offers immediate clarity that can then be used as a creative springboard into other key deliverables. We’ve had great luck ‘cracking’ big idea programs in single sprints that have lead to multi-year campaigns that attack various business challenges. It’s ultimately all about transforming brands with velocity and allowing the sprint to act as a rally cry that connects people from multiple departments and points them towards what’s next.
Your brand is now a living, breathing organism — the days of getting by with an inelastic brand book are over. The truth is, in today’s busy, chaotic world consumers help shape, define, and transform brands just as much as the marketers that launch them. This demands that brand style guides evolve past static moodboards into ever-evolving online tool kits that communicate the essence of your brand across all platforms.
Dear Leaders, Managers, Directors, and Entrepreneurs,
We’re doing it wrong. We’re not building the next generation of creatives.
But, I have an idea to fix it. It’s called Activated Thinking—a method of showing the brushstrokes hidden behind our work in order to teach the creatives around us not how to be better, but how to think better. It’s based on the unconscious high-speed activation of answers and ideas when we’re faced with a problem we’ve already experienced in our careers. The fact is though, you, as an expert, are already using it for yourself. You just don’t know it, and you’re most likely not yet teaching it.
It’s an amazing time in the history of the world! Every day we come together more and more to share the goodness in our hearts, and every day we find more and more opportunities to hold much-needed conversations about equality and human rights.
However, while preparing for the one-year anniversary of marriage equality in the U.S., an uneasy feeling lingers for some due to the lack of progress being made and sustained. It was too easy to no longer feel the goodness created just one year ago, and it was becoming too difficult to hold on to hope.
That’s why after many years of working with, and being inspired by, the Human Rights Campaign, a cross-functional team from our design and innovation firm came together to create a message of love.
You are a member of the most fortunate generation in the history of mankind, and you don’t even know it. And, it’s not just because of what you have now, but because of what you didn’t have when you were a kid.