Resources
How to enhance and expand a global brand? (J. Curleigh):
Let’s not only focus on the existing landscape -> think outside of the box, how will the future look like for the brand?
Levy brand example: look at the closet instead of only denim/jeans -> bigger market
Seize the (start-up) moment -> create the conditions to change the conversation -> thinking like a startup, be agile/energetic
=> create the defining moments to drive momentum
founders created Dixon Baxi because they wanted to be more creative
Their list of Do’s and Dont’s:
Their mantras:
- work with optimistic people and create with optimism
- don’t be afraid to ask why
- enable the client to be more creative and let them be part of the process
- make the audience the hero
- 1. idea (own it) -> 2. storytelling/narrative
- make every moment an experience
- getting the client to invest into the small details, the things that really matter (e.g. a certain typography) -> “they [client/customer] might not know why something is beautiful but they can really feel it”
- “say no” (if not a creative/ethical fit)
- forget what you know and start again
Webinar:
- think across disciplines to solve problems
- challenge dominant world views (e.g. Joaquín Torres García)
- critical design: attitude to pose questions; future/speculative
- might conflict with reality (“make things look nice and be the operator of tools such as photoshop”)
- We don’t have to be operators (of tools) but it requires understanding of tools -> be a “meddler”
Toolkit:
- Ask better questions (get better answers)
- Introduce a material to question a preposition (e.g. Bernhard Schumi: introduce time into architecture)
- redefine relations between elements (or people betw. disciplines)
- discrupt temporarily (e.g. coming home map: honors Indigenous place names in Canada)
- invoking the imagination (e.g. artist Lucy McRae)
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