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I was asked to give a workshop at the CREA GENEVA school, l'ecole de création en communication', who are focusing on creativity, advertising, and the forming of art directors in different fields. And they have a beautiful building in the Carouge in Geneva.
Starting their careers as future advertising people, it's important to give the students a wider scope and go beyond the obvious crafts they will learn to master. Being in advertising, and believe me, I know, does not make you the most creative person on the planet with an out of the box view. Advertising agencies are still not looking for that broader picture. And to be honest and give the agencies a bit of credit, nor are the marketing managers from companies that are their clients.
Both agency and brand should get a more broader view on things, a holistic approach, especially when branding and strategical options are concerned. The medium and the message, it's all a bit more complicated today.
Workshop
I've opted to work on a geo branding project, since a city, just as any brand, needs such a holistic perspective too. And because a city doesn't really sell any tangible products, it's a good excercise for strategical thinking. Companies producing products far too easily revert to a new product as the solution for their branding issues, in stead of taking a look at the overall brand scope, going from their building, their people, and more. (You might want to ask me about the 'Quantum Leap theory for brands' here, that allows for a definition on innovation. It would take me a bit too far here.)
I' ve had the students wander around Geneva and create the city's alphabet, based on urban typography. I've also had them look for the hidden inhabitants of the city. Really. And I had them venture in a Pantonize project.
Pantonize?
The verb 'to pantonize' doesn't really exist, I believe. Well, if it doesn't, it should. It's looking at a subject, and breaking it down to all the colours involved. You take your pantone chart, and stick the relevant colour codes to the subject at hand. It requires scissors, sticky tape and a good dose of observational behaviour. But that's a skill that, with some patience, can be learned by everyone. If you're not suffering from colour blindness, that is.
Credits
It was at the Capetown Design Indaba, that I was blown away by Dai Fujiwara, the creative director for Issey Miyake. They used this pantonize technique, to go look for the perfect green... in the Amazone. I kid you not. With that kind of genuine research, the fashion business really deserves more credit.
Branding excercise for everyone.
Back to branding. And a workshop that I believe is beneficial for everyone involved in building a brand. Which, by definition, concerns management, employees, suppliers and more. Pantonize your brand is a way to look at your brand differently. Call it brand pointillisme, if you're into art. You start by selecting a subject that is clearly brand related. Now that's the first hurdle to take. Since what object, place, area, could that be? The smoking area? The parking lot? The supermarket shelves?
Then, you'd need a pantone chart, and, I know, these do not come cheap. Stick the colour swatches on the subject, and take a picture. Repeat the same. And in a short period of time, you'll be looking at a collection of moodboards related to your brand. You 'll be amazed by the process as such, but also the final results. Since a good study of the pictures will open your eyes on your brand, the harmonies, even the brand's emotions. But they will also point out the lack of coherence or empathy. 'Reading' the final moodboards, then, can be a bit tricky.
Send me your pictures!
If you really into Pantonizing, be sure to send
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all your pictures, or upload them on Addictlab.com. I'd like to show them online, comment and set up an exhibition on the matter.
Need help?
If you're interested, but need help in organizing this, we can set up a workshop to come and pantonize your brand. Together with you. And with or without your agency.
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