COLLINS Co-Founders on Brand World Frameworks

Brand world used to be a dialogue confined to the creative community, but clients are now explicitly asking for it at a surprising rate, says COLLINS co-founder Leland Maschmeyer. In this excerpt of the D&AD Festival talk World Building: How To Make The Future Irresistible, Maschmeyer and Brian Collins, co-founder and Chief Creative Officer at COLLINS explain how and why the agency has been “lighting sticks of dynamite and putting them in different corners of our business,” in preparation of a new era of visual identity systems.

Through a potted history of visual language systems – from early graphic design to communications and advertising campaigns – the pair argue that we’re in the middle of a major shift from the ‘old game’ to the ‘new game’. “We think the next era of identity systems is brand world,” they explain, and share case studies of successful companies building their brands with partnerships, experiential events and a rigorous, consistent understanding of their place in culture at large.

D&AD - Celebrating, inspiring, and nurturing creative excellence since 1962.
www.dandad.org/
Instagram: https://www.instagram.com/D_and_AD/
Twitter: https://twitter.com/dandad
Facebook: https://www.facebook.com/DandADuk
LinkedIn: https://www.linkedin.com/company/d&ad
Pinterest: https://www.pinterest.co.uk/dandad/

Тэги:

#Dandad #D&AD_awards #D&AD

Скачать видео