CONCEPT DEVELOPMENT

This week we learn from four new agencies who answer the question:

• Please describe a case study when innovative design thinking and fresh insight enables a surprising project outcome.

FELD

FELD worked on a project for Reebok at their new international headquarters in the harbor area of Boston. The project was to create a compelling reception area. Initially, FELD and Reebok senior designers conceived of a kinetic installation that took the Reebok logo apart and put back together using a motion installation. This was admittedly designed in an echo chamber and one that fell flat when presented to Reebok’s CEO. He stated almost immediately that it looked like the logo was being torn apart, something they could never do.

This meant scrapping that approach, accepting failure but using it to learn a way forward, and to begin a new, this time keeping the stakeholders close enough to the project to develop a piece everyone could be proud of: a LED light installation that used small movements to emulate the unique reflections of the brand.

ACCEPT & PROCEED

Accept & Proceed worked with Rapha a cutting-edge cycling brand on their Pro Team Collection, Data Print project using the “data in the ride” from Peter Kennaugh Tour de France race. They turned this data into a visualization pattern that was emblazoned on their jerseys, helmets, shorts, gear for the pro team, but also all of their consumer products. The unique approach to this project was the research into the consumer and their desire for data. Also, Accept & Proceed encouraged the subtle approach to sharing the backstory. They accomplished this by stitching a label with a tease to the story on the jerseys. This allowed enthusiast consumers find their own way into the brand campaign story. The end result fit the clean aesthetic for Rapha, but compelled a new way to visualize their brand to their consumers. Brilliant.

STUDIO DUMBAR

Studio Dumbar was tasked with developing a new identity for University of Twente in the Netherlands. Their unique approach to this project yielded an identity for a higher education institution unlike any I’ve ever seen in nearly ten years of serving as a creative in this market. Their research revealed that this schools distinctive was that it had a campus and one that teamed with interesting “elements” of the education available to its students. They created a universe of visual complements to their campus and unique educational offerings and paired it with a clean wordmark allowing for the campus expression be the forward visual element of the brand. This also allowed for interesting build outs for each of the subunits at the school. This is a contemporary, dynamic, innovative approach to identity — especially for higher education. Well done.

EDENSPIEKERMANN

EdenSpiekermann reflected on three projects that they found to be innovative:

1. Changing the conversation with the consumer for a contact lens brand platform

2. Using the brand value for a transit client yielding a project on “parking with empathy”

3. Helping Dutch Railways to change negative consumer impression of riding the rails with Dutch

   • While the client came to ES wanting an app, the studio’s research proved that to be an ineffective solution

   • They studied the problem in situ and interviewed real passengers. This yielded a direction into interactive signage that notified passengers which cars were the most empty, where to load, and where to take your bike or find accessible seating.

The big takeaway for ES is that you aren’t charged with giving clients what they want. You are charged with giving them what consumers need. And knowing the difference and to use research to prove your case.

TEDX: DESIGN & DISCOVERY

The big takeaway for me from this 2003 production with David Carson is to trust your intuition, to lean on and embrace your unique experiences, your point of view, and your ideas to aid in expressing yourself as a creative (although this aspect will come with varying results depending on the project) and lastly, perhaps most importantly: Have fun. Experiment.

DESIGN INABA: MORAG MYERSCOUGH

I found Morag’s creative curiosity and playfulness contagious and imagine many who are lucky enough to collaborate with her at any level feel the same. The big takeaway from this piece was that we are the maker’s of our present and future: we can be whatever we want to be. Embracing the unknown can be liberating and exciting. Have fun. Make magic.

REFERENCE

Falmouth University (2018). Concept Development | Interviews. Application and Interactions GDE740 19/20 Part-Time Study Block S1 (Falmouth, UK: Falmouth University)