A celebration of creative thinking - week 6
This week, from the macro to the micro, the team looked at design detail, detail, detail and how it enhanced the idea and experience for users.
Fisher & Paykel AR – 2019
Fisher and Paykel are renowned for their innovative products. This dosen’t just happen by chance and this year we were able to successfully communicated their core idea of ; culture of innovation that drives the business. Through simplified thoughtful design layout we tell a big idea story that links thoughts and narrative. From idea, sketch to patient.
— Brian Slade
Sanford AR – 2018
A report with significant data and reporting, its effectiveness seeing it as a recent award winner at the ARA Awards. The design idea, ‘the elements’, related to their relationship with weather, embracing the wild seas as they catch, and changing farming methods with effects of climate change. Subtle isobar elements are used selectively through the report, linking messages on opening pages, to background use on key sections. Like good design detail, should it provides an ‘element’ that can be used in different ways to thread the thinking throughout, to an enhanced result.
— Edwin Hooper
Information is in the detail.
The Kea Learning Centre wordmark is a great example of design detail supporting and uplifting an overall idea. The clean wordmark features a beautifully integrated ‘I’ – and weather you’re aware of the ‘i’ standing for ‘information’ or not, it demands a sense of curiosity from the viewer, creating that enquiry, that overt need for information. The wordmark is therefore a perfect representation of the very essence of the product – the learning management system.
— Chris Gough Palmer
Heartland Bank Symbols - Internal brand
Detailed graphic elements are taken from whare tukutuku panels to represent Heartland's values in a very intimate and engaging way. Using these graphic components to support other text and imagery they drive home Heartland's positive brand messaging to strong effect.
— Alice McKeown
NZ Post icon suite
We’ve been developing an icon library for New Zealand Post over the last few months (just a snapshot seen here) to support the e-commerce report. A visual tool to communicate some of the more technical areas of their business. Exercising an exacting eye to ensure consistency across hundreds of line weights and adding unique details to make them ‘ownable’ and recognisable for the business.
— Jo Ross
Celebrating creative thinking - week 9
Strategic creative is the sum of two parts, strategy and design coming together. This week we asked our strategy and client service teams to discuss their pick of Insight work that does this successfully. ...
Designing the Future
Last week I was fortunate enough to attend day one of Semi-Permanent – The Future of the Future . I do like going to these things and often walk away inspired by an idea or two. Mostly I find design events are...
Reviving and Revising Moments of Truth
Moments of Truth is one of my go-to strategic tools when advising clients on customer-centricity, or more grimly, when trying to analyse and attempting to reverse a company’s fading fortunes. What...
Branding a political party
“Change we can believe in…Yes We Can” Very few people will forget Barak Obama’s first presidential campaign in 2008. Regardless of your political leanings, he electrified the world and heightened political...