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Brand and Communication Problems
Ever feel like you’re just saying the same thing as everyone else?
I’m willing to wager a penny that there’s a reference to designing for people, inspired by culture and something about a safe pair of hands somewhere in your latest capability statement.
Unlike in most other industries, where standing out is sought after, architects and designers typically want to fit in – to conform to the language and the dress code of a designer. As result, design brands tend to sound the same. But the competitive landscape is changing, with a host of new entrants into the New Zealand market, now is the time to be brave, to capture and own a space in the minds of clients and potential employees. Banalities be dammed.
Equal parts analytical and articulate – I use a trained eye to spot structural differences in the way each studio approaches design, differences that are authentic and lead to real value. When amplified across the suite of communication platforms, this approach creates a brand with a sustainable competitive advantage.
Image Credit: Jasmax
I led the design team responsible for the Jasmax rebrand. Awarded a Gold Pin for Large Brand Identity at Best, the work was a cohesive response to an ambition to become a bi-cultural design studio.
Image Credit: Warren and Mahoney
City of Soul is a campaign to generate renewed energy for Auckland’s CBD post covid. As Lead Author, I translated the workshop material from some of the city’s most visionary leaders into a series of design provocations. In collaboration with our internal design team, we created a compelling and raw publication that represented a significant departure from your regular thought leadership.