Emotive Branding: The Path to Meaning (And Kick-Ass Creative)

11.01.2010 / Author: Emotive Brand

The task of conveying personal relevance and generating emotional importance based on a brand’s Emotive Core is an incredibly interesting and challenging creative task. It provides a richer playground for creative thinking. It is also gratifying in that creative efforts based on emotive branding change not only what people do (buy more stuff) but how they feel about themselves and the brand — and how they behave as a result of that.

read more

Creative Process Study 14

11.01.2010 / Project: BevReview


We were commissioned by the founders of the drink aficionado website, BevReview.com, to design a new identity. The logo would be used primarily on print collateral and eventually a redesigned website. To decide on which symbols were relevant for this project, our team did a significant amount of research and interviews with the owners of the company, to get at the guts of what BevReview is about — its mission, if you will.

read more

Principles of Creative Development Research

09.20.2010 / Author: Sabine Stork

Consumer research is often seen as a necessary evil rather than a real contributor to the creative process — unfairly so we’d argue at Thinktank. We strongly believe that well conceived and executed creative development research can both ground and enrich the creative process. But — and admittedly, it’s a big but — you need a ‘virtuous triangle’ to achieve this: good thinking from sympathetic researchers, enlightened clients and agencies/creatives willing to listen!

read more

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.

read more

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…

read more

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.”

read more