In its new TV campaign, Kia Australia is calling consumers to think differently and seek for smart solutions to solve household problems. Consumers can watch tips and share their own smart solutions for a chance to get a new Kia.
We define ourselves as brand designers but, put quite simply, we make change. But do we ever question just how comfortable we—or our clients—are with change? We’ve been thinking—and talking—about this quite a bit recently as we decided that we maybe need to address how we manage the process of design change through a more honest and open dialogue with our clients. And this also got me thinking about change—and, maybe more importantly, exchange—in the wider world. Previous brand and retail barriers have broken down, the brand landscape has changed beyond all recognition and we all feel more a part of a global brand community.
The way we are making and selling design is becoming generic and confusing. One of the challenges is that design, as creativity, is described as a product, an end goal. When the fact is that neither design nor creativity is a result, it’s a description of how we get there, not what we will end up with.
The following is the first of three installments beginning with the definitions of what is design and what is creativity, followed by thoughts on how to create and understand identity — thoughts by SDG’s expert, Helge Tennø.
There are those in the creative community who believe the best work comes of being unfettered by commercial considerations. And, sure, we all love a boutique brand. It is nice to let your spirit roam free and to create beautiful designs for niche products that give you carte blanche to create as you see fit.
The new Dual-open bottle concept is simple and useful for products like ketchup, mustard, mayonnaise or any other type of sauce which is hard to get from the bottom of the bottle. Usually you have to throw it into your trashcan, but with the designer Kai-yu Lei’s invention you can forget about that.