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design


The Super Tough Brands of Fragile Masculinity

The Super Tough Brands of Fragile Masculinity

Last week, the world was given two small wonders: War Paint, a hyper-aggressive makeup brand exclusively for men, and Liquid Death, canned water designed to look like beer. Two “wellness” brands aimed at men, cloaked in the visual language of skulls, tattoos, and violence. What can these two bizarre companies teach us about the role of gender in branding? And is breaking down male stigma in the wellness space simply a design problem? Branding … For Him! Let’s start with War Paint. Their 13-second ad features a heavily tattooed man using various products, flexing his pecs, and adorning...
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Mind the Gap: Bridging Strategy and Design

Mind the Gap: Bridging Strategy and Design

Here’s a simple truth I’ve learned working at both design-led and strategy-focused agencies. Strategy and design work best when they work together – from beginning to end. The problem is that strategy and creative are often regarded as separate instead of complementary disciplines. They have separate teams, separate processes, different skillsets, different client interactions. They approach problems from different angles. They may sit on different floors, different buildings, or even different firms. And, typically, the biggest communication between the teams is a handoff from one to the...
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What Does the Agency of the Future Look Like?

What Does the Agency of the Future Look Like?

Last week, Emotive Brand celebrated its ten-year anniversary. Naturally, the milestone has led all of us here to reflect on the last decade and ask what it will take to continue to be successful moving forward. Today, Founding Partner and Chief Strategy Officer Tracy Lloyd and Creative Director Thomas Hutchings tackle that very question. What does the agency of the future look like? How does it behave? And how do we continue to push the envelope of what’s possible? How have you seen the agency space shift over time? Thomas Hutchings: Gone are the days of real arrogance, where an agency could...
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Branding in Motion: A Roundtable with the Emotive Brand Design Team

Branding in Motion: A Roundtable with the Emotive Brand Design Team

In 2019, everything is alive. We communicate in GIFs, message effects, and video chats. Billboards are digital, bus ads are responsive, push notifications are synchronized. Give a glossy magazine to any child under five and chances are they will try to “scroll down” the page with one index finger. The most forward-thinking companies are using motion – whether through kinetic type, animation, or mixed reality like AR and VR – to broaden the emotional impact of their brand. I sat down with the creative team at Emotive Brand to discuss the link between motion and emotion, and how B2B brands...
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Challenger Brands: Design that Disrupts

Challenger Brands: Design that Disrupts

Challenger Creative This post is the last in our three-part series on challenger brands. You can read a general primer to challenger brands or a deep dive into B2B challengers right here. Previously, we chatted about the power of adopting a challenger mindset, how to compete against your category, and what the B2B world can learn from B2C disruptors. In these examples, most of the strategies were internal. It was a question of knowing how to recognize the pressure for change, creating a shared vision, having the capacity to execute, and building out a realistic work plan. But still, the...
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