Brands of today need to group their efforts on delivering the best ‘return on creativity’ to fuel their performance. It’s impossible for a brand to rise above the noise without creative strategies to help them shine. The current renaissance of technology has created huge challenges for brands, but they have also created a playground for creativity. In a Middle East-first, the berries interviewed Howard Belk, to discuss his thoughts on the current state of global creativity and how can brands leverage it.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Leesa Wytock, senior director of experience, about our engagement with HMH.
When companies approach branding firms like Siegel+Gale for guidance on merging two corporate or product brands, the request is typically for us to develop a name, logo, endorsement strategy and story for the new merged entity. In many cases, however, it’s not the right move to simply create and launch a new brand identity overnight. Merging brands is a process. It’s about transitioning equity, shifting perceptions and migrating customers.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Matthias Mencke, group creative director in L.A., on the strategy he employed when redesigning the Recording Academy’s visual identity.
Our Co-CEO and Chief Creative Officer, Howard Belk, was recently interviewed by Sarder TV. During the interview, he discussed many topics including brand strategy, simplicity, the challenges global companies face and his own career.
Birchbox, the start-up that redefined the beauty category, was in an increasingly crowded space. Its competition was rapidly expanding, and they needed to reach beyond their loyal customer—the young beauty enthusiast. Additionally, as they grew their market with BirchboxMan, they needed a revitalized and broadened visual identity. To this end, they engaged Siegel+Gale.
SAP faced a central challenge: a longtime industry leader in improving their customers’ business performances, they also needed to be recognized for their innovative work in cloud solutions, machine learning, artificial intelligence, big data and blockchain. Introducing their expanding portfolio of technology offerings, SAP was now ready to fully own their innovative solutions. To this end, Siegel+Gale created a visual identity rooted in the idea of continuous movement and constant innovation.
Today, a company’s logo is no longer a solitary symbol of a brand. Though the classic Coke cursive logo or Adidas’ iconic three stripes serve as critical brand recognition, other companies must consider how their logos will be used to represent their brands cross-medium. More specifically, companies must challenge the creative team responsible with developing their visual identity systems to produce a final product that is designed with strategic intent and inspired by uninhibited conceptualization.
SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A we speak with Steve Owen, executive creative director in EMEA, on the evolving role of colour in today’s brand identities.
This year’s Google Developer conference ended and we did not see any shiny new phones or covetable home objects. But that doesn’t mean it was any less important. Google unveiled some amazing new features and services that continue to push forward in areas such as AI, AR and location services. Here are five key takeaways and considerations for how these advancements could influence your marketing plans this year.
In this SMPL Q&A we speak with Nancy Hansell, strategy director, and Austyn Stevens, creative director, about our engagement with GroundTruth (formerly xAd), a global location technology company that drives results with real data.