DSM / DESIGN SOMETHING MORE
TALK & BRIEF.
Design Something More is a new company that has been formed by a group of 3 designers that were recently a apart of the large Branding and Identity studio Elmwood. The talked about how they all had been apart of Elmwood for a good number of years and really enjoyed there time there (thats apparent from the length of time they were all there).
Unfortunately they were unable to show us any of the work they have been working on because of legal reasons, however they did have a little animation that gave us an idea on what they were as a company. This animation was actually made by The Hungry Sandwich
Club, a company made up of designers from last year LCA graduates.
'WE ARE A MULTIDISCIPLINE DESIGN STUDIO WHO BELIEVE EVERY BRAND SHOULD BE A WONDERFUL EXPERIENCE.'
The guys from DSM explained how they approach their work and view on what a brand should be. They talked about how a brand isn't just visual collateral like a logo being plastid across different things and sticking with colour themes. They also explained how a brand should be an experience. A brand that puts consumers through negative or nondescript experience will either be remembered in a negative way or simply not at all. Engaging with the audience gives the impression that they are cared about and invest emotionally into the brand
To have a brand that stands for something means that it gives off an air and cause that people can believe in and stand behind. This is how brands can lead to change and design can be used as an opportunity to make a difference.
They explained that Movember was a great example of how a cause like testicular cancer isn't the most relatable subject due to it being a rather intimate issue. However making the subject engaging and using something like facial hair steers away from the intimate side of this problem however is still keeps the subject based on 'manliness' and makes the awareness raising fun.
DEFINE
What should the brand stand for ?
Why should it exist?
What is it's function?
Who people care?
Why is it different?
CREATE
What does it do?
What does it look like?
What does it sound like?
BUILD
Make it relevant.
How does its communicate?
How can it be pushed beyond the norm.
What else can the brand do other than the obvious?
* * * *
BRIEF
We were asked to create a brand for a service that are usually seen in a boring in un-engaging light. These services were on pieces of paper that we had to pick from a hat.
I picked - CITY COUNCIL.
Not going to lie, I wasn't thrilled at this at first just because the council is such a boring subject and I do know that the council do a lot of different things but only vaguely what the specific jobs are. Of course this is the point of the excersice so I'm sure that my enthusiasm will get a boost once I start gaining more of an understanding.
I really enjoyed the talk given by DSM as I am a designer that leans more to the Branding and Identity side of Graphic design so it was really interesting listening to their interpretation of what the aim of a brand should be. I also feel that using these guys as a source for my COP would very helpful as I can interview them and ask questions on how they feel ethics should be used as well as utilising there experiences working with a large company such as Elmwood as well as experiences in smaller companies such as the one they are apart of now.
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