“Quotes”
Issue 24 | Nov. 2021
“Even though a brand can be neither touched nor held, through design it can be profoundly experienced in our minds. This is one of the reasons I’ve dedicated myself the creative endeavor of being a designer. I take great pleasure in bringing to life the intangible while helping my clients find their unique brand voice in an ever more crowded arena of products and services.” Joe Cuticone Founder / Creative Director at Cuticone Design
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“Quotes”
Issue 24 | Nov. 2021
Maria Clara Loaiza CommunicatorfromtheUniversityofAntioquia. Passionateaboutdesignandexploringdifferent ways of communicating through images, she enjoyscreatingcharactersfromrealityandgiving them her own touch.
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Contributors Ava Hakim IBM Consulting & LOST ARTIST
Bill Hewitt Marketing Manager At Yupo Corporation America
Fernando Arendar Brand Strategist at NITID Studio Jose Filipe Torres
Cover | Andrew Gibbs
Ceo At Bloom Consulting
Founder at Dieline and Co Chief Creative Officer at Print Magazine
Armando Gómez Cera Multimedia Director And Conceptor At Moment Factory
Editor in Chief: Luis Fernando Vergara lvergara@vrandgroup.com
Melvin Thambi
Sales Director: Carolina Gomez carolina@vrandgroup.com
NFT Artist & Creative Director Unnikrishna M Damodaran
Community Manager: Elizabeth Gomez branders@vrandgroup.com
Visual Artist & Digital Specialist
Editorial Committee: Terri Goldstein Cristian Saracco Luis F. Vergara
Vic Lee
Design: Vrand Design
Artist/Illustrator At Vic Lee Studio
Stock photos credits: Frepik.es Pexels.com Unsplash.com
Maria Clara Loaiza Circular Coworking Group
Joe Cuticone Founder & Creative Director At Cuticone Design Terri Goldstein Founder & CEO at The Goldstein Group.
www.brandersmagazine.com The contents of this publication are exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
CONTENTS BRAN DE RS M AGA Z I NE - I S S U E 2 4 | NOV E M B E R 2 0 2 1
16 BRANDING
28
BRANDING BY DESIGN
18
PACKAGING
12
COVER
INNOVATION
26
10 The holidays by design
New Brands on the blockchain and NFT
14 SUSTAINABILITY Brands Must Choose a Sustainable Decoration Method
The importance of design in Nation and Place Branding
Andrew Gibbs: The art of the visual brand story.
TECHNOLOGY Design Conscience with Artificial Intelligence
Neuropackaging: Understanding packaging through the lens of cognitive science.
30 BRANDING
What about new media design and branding?
32/33 BRANDGADGETS/ THE BRANDER
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[I N] NEODVI AT TO IRO’ NS L E T T E R
Luis F. Vergara Founder at Branders Magazine. Brand Strategist, Marketing & Communications Specialist
@brandersmagazine
The power of Design
“Design is intelligence made visible.” -- Alina Wheeler
D
esign is not anymore just a pretty image or a good combination of colors. Now, design is one of the most powerful tools brands, organizations, or even people can use to share powerful messages. When we combine design with creativity, the result can generate a big impact on the audience. Campaigns like the one created by BBDO in Australia for MAC to create conscience about being a good driver is a good example of how a good design can generate an impact on audiences. But is not just about creating a visual impact. Design can also generate an impact with amazing experiences. Thanks to technological advances and innovation, design can offer unique experiences. Virtual reality is an example of how good design can generate realism for
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Image: Freepik.com
audiences when they are interacting with this kind of environment. In general, I can say design is fundamental for almost everything and that is the reason why we decided to create this new issue, to have an overview from different experts in different fields where design can be applied and how we can use design as a competitive advantage to energize our communications. In this issue, we have branders sharing experiences working with design and innovation, technology, packaging, strategy, and much more. We also had the opportunity to interview Andrew Gibbs, Founder at Dieline and Co-Chief Creative Officer at Print Magazine who shared with us the importance of design for brands and branding. We hope you enjoy and you can learn from this amazing content.
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yupousa.com #DoitonYUPO B R A N DER SMAGA Z IN E.COM | I SSUE 24 9
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BRANDING BY DESIGN
Branders Terri Goldstein | Packaging Expert
Branding. By Design The Holidays, By Design
I
t’s that time of year: Store windows and front lawns are adorned with decorations. Family tables are graced with the special china that only makes an appearance once a year. Main streets are stippled with twinkling lights. Everywhere we go, there are signals that it’s the most wonderful time of the year. Even the cup of coffee that you pick up on your way to work is flaunting a holiday sweater pattern, and when you log onto Google, one of the O’s is a turkey or a Christmas wreath. The holidays are here, and marketers everywhere know that design is an integral part of the season. According to Reuters, the holiday shopping season is “a crucial period for retailers that can account for up to 40 percent of annual sales.” It’s no wonder that consumers buy during the holidays, as luxe seasonal colors and cheerful imagery ornament every retail shelf and online store. Businesses know well that the resources spent on holiday design are worth every penny. During seasonal promotions like Black Friday, Small
Business Saturday, and Cyber Monday, consumers scramble to sift through seas of giftable items in hopes of finding the perfect presents. Enter design—in an ocean of household items, cosmetics, and confectionary treats, a glistening bow or a jubilant cartoon snowman might be the eye-catching point of difference in the mind of the consumer.
Marketers everywhere know that design is an integral part of the season. While seasonal colors and imagery can seem enticing, it is treacherously easy to stumble into the territory of tackiness. Mick Clark, managing director at the UK packaging enterprise WePack, observes that while such changes as color shifts and the addition of glitter and ribbons can add the “touch of luxury people are looking for during this period… we are seeing more and more
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companies trying not to steer too far away from the original design and only making minor changes during the festive seasons.” This way, if companies are left with overstock after the holidays have passed, the items are still sellable and don’t seem completely seasonally irrelevant. Brands must also make an effort to maintain their core identifiers, despite temptations to swap colors and use flashy seasonal shapes and symbols. Hershey’s chocolate delivers a masterful demonstration of this approach. Hershey’s fall pack displays autumnal leaves rather than Halloween symbols, allowing the product to remain sellable well beyond October 31st. Many brands are trying to focus on making holiday products look seasonal rather than holidayspecific in this way. However major or minor the holiday overhaul, seeing our favorite products dressed up for this special time of year brings joy into our hearts. Great design is capable of inspiring this feel-good state of mind.
Hershey’s autumnal seasonal packaging works seamlessly for Halloween and for the weeks to follow.
This is what our agency strives to achieve year-round in pursuit of stronger, more personal brand-to-consumer relationships. Because when all of the wrapping paper has been tossed and the china has been stored, consumers still want to feel like their holiday purchases belong in their homes. From our family at GGB to yours, happy holidays! If you think your brand should be featured in the next column, contact me at terri@goldsteingroupbranding .com
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