D&AD 2018 Day 2
The Company You Keep – Marsha Meredtith, Creative Director, Aesop
Until Meredtith’s conference I had not heard of the brand Aesop or what they did however I really like the style and face of the brand. I like the fact they don’t use celebrities to endorse their products, or in fact really people for that matter, more places and beautiful landscapes. I also like how unique and individual each of their stores are designed, really connecting with the location and the history of the area they are in. For example, their Dallas, Texas store, taking inspiration from the beautiful Texan skies.
For this session I am going to do something a little different. Throughout the Aesop brand and identity, they use a lot of quotes by people who have a similar philosophy to them, so I thought I would just share a few inspiring quotes I noted that were littered throughout Marsha’s presentation.
‘You are the average of the five people you spend the most time with’ – Jim Rohn
‘If you stand for nothing, you’ll fall for anything’ – Bob Dylan
‘Do not wish to be anything but what you are, and try to be that perfectly’ – Saint Francis de Sales
‘If you believe in fate, believe in it, at least, for your good.’ – Ralph Waldo Emerson
‘Nothing great in the world has ever been accomplished without passion.’ – Georg Wilhelm Friedrich Hegel
Take away liner: If you spend time thinking about what everyone else in the industry is doing around you, you will just end up being the same.
Evolution of Brand Identity – Chris Moody, Wolff Olins
This was a fantastic talk by Chris Moody and one of the few talks at the festival focused on branding. Moody began by explaining how difficult it can be to explain to people what brand identity and branding is exactly. Commonly it is mistaken for advertising campaigns as well and commonly its mistaken for simply a logo design. Many people don’t know that it is so much more than that. Logo design is simply part of the brand identity, branding is how people view and perceive a company as a whole, it’s about how an audience connects with a company on multiple levels, through different brand touch points.
Three tips Chris shared with us for when you are branding, are;
1. Join up, Don’t Dumb Down.
2. Make cocktails, not shots. It’s all about mixing different elements to create something amazing. If you are only focusing on one aspect of the identity, you will not have such a strong outcome, as if you were to mix all the aspects together.
3. Be incredible, not just incremental. Take leaps, be bold, be noticed.
Image 1 - https://www.aesop.com/us/r/aesop-knox