As consumer perceptions of shape change, so must brands’ perspectives on form and aesthetics. New ideals, new concepts of structure and new innovations in materials are shifting consumer perceptions of the physical form; steering new directions for brands and culture as a whole.
Having been set 8 years ago in London by our today’s interviewee Nick Dormon, Echo is made up of an eclectic mix of people, backgrounds, insights and experience which best matches the challenges faced by brand-owners — there isn’t a one size fits all approach. Echo’s fresh, but intelligent approach combined with uncompromised values influenced the likes of Unilever and Molson Coors to choose Echo as their creative partner on some significant and long-term projects.
In the interview to Popsop Nick shares his insight on the importance of graphics and structural design as one entity, explains why ‘madness, magic and meaning’ are the core Echo’s values, and argues on the shift from designing for stand-out to meaningful branding.
The article is written by Ted Mininni, the President of Design Force, Inc., USA
Over the past three years, marketers have focused on delivering promotions, price cuts and additional value for consumers more than anything. This approach has been necessary to a large extent but much of it has also been done at the expense of brand building.