Creative Process Study 13

09.20.2010 / Project: The Gambrinus

Pierini Partners

In this article, Adrián Pierini, designer and CEO of this prestigious Argentinean agency, tells us about the process that led to the new image of an emblematic icon of the most important beer company in Bolivia.

How can we alter a company’s tradition? How can we modify an image that synthesizes one of the most well-known icons for the Bolivian people? The analysis, talent, creativity and, above all, the respect for the existing values were basic requirements when we started such a challenge.

Adrián Pierini has done several branding developments for leader products of the mass market, not only national but international as well. So, as soon as he started this project, he understood that it would be more transcendental than just a simple aesthetic change.

In this occasion, it would not be a product that would be changed, but the core of a brand, which has emotional connotation.

For the Bolivian, CBN is something to be proud of. It is a hundred-year-old company that has gained respect and admiration in all the territory.

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Creative Process Study 12

06.28.2010 / Project: Grimm Brother Brewhouse

The Tenfold Collective

When The Tenfold Collective first meets with a client to discuss creating their brand, we don’t just want to know about the product and target audience. We want to know what makes them tick. To get inside our client’s head we try to adhere to a process to make sure we’re touching on everything that goes into creating a personal and effective brand.

Now, let’s be clear — we don’t believe in a formula that works every single time. We acknowledge (and even revere) the pure intuition that is an indisputable part of our craft. But, we also figure a little check-listing never hurt creative types, and it’s all about balance, right? Right. Without further ado…

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Yin Yang, Oil and Water, Creative and Marketing.

06.28.2010 / Author: Speider Schneider

Is there an eternal struggle between marketing and creative for control of the known universe? What are the issues that cause friction and does “team vision” leave creatives out of the “team” when “design-by-committee” comes into play?

The power struggle isn’t a struggle when one part of the team willingly gives up their power. There are ways of retaining control without being branded as “difficult” or “inflexible.” The process of crossing department lines is a major stumbling block in modern business and it at least doubles workforce efforts at a time when streamlined initiatives need definite and swift action for positive ROI.

This article explores situations and responses to address those comments that neuter creatives at every turn and restore balance to the workflow and innovation to the end product.

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Personal Branding for Creatives. Becoming something else.

06.14.2010 / Author: Kaboom Schneider

I have extreme branding. As with much of my design and conceptualization work, I created a brand that was a character and has a universe around it. My sick little world took off so fast I couldn’t make up the story line quickly enough and it started to read like the last two seasons of LOST.

Sitting one night and Googling myself…online…using the keyboard. It just won’t sound right no matter what. I was dismayed to see I was on the 27th page behind more accomplished actors, doctors, war heroes and other n’er-do-wells pushing my graphic design career to the sub-basement. People use Google to see a bit more about you and I was showing them I didn’t exist.

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Creative Process Study 11

06.14.2010 / Project: Million Monarchs

Design Kompany

A father-and-son team based in Bend, Ore., approached us for a brand identity design. Through the branding process, Sean Patrick and his father, Dennis Patrick, got to explore what made them really excited, and also, where and how they excel. Along the way, we were inspired to drop their original name. Dennis, a longtime electrical contractor, said: “There’s always a way to do it. You just have to be innovative.”

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What constitutes an original idea, based on a similar concept? What is your stance on borrowing ideas from what others have done? When does it get too close to stealing?

06.14.2010 / Question submitted by: Matt Van Ekeren

The Tenfold Collective:

Originality is something people like to talk about a lot. And we all have our own hopes centered around it. It’s an artist / designer preoccupation, one that makes you feel very proud or very ashamed as the case may be. Because of this preoccupation, it’s important to remember in the context of this discussion that whatever we’re doing, it most likely came from somewhere else. This is not a cop-out. The evidence is in every freshman art history class if you’re paying attention. We can’t avoid ‘borrowing’ ideas from others. It happens naturally with both visual and non-visual input. So, in the sense that we all stand on someone’s shoulders, there’s a certain amount of inevitability.

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