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now where are the flowers?We built the beehive,

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Michele Silvestri, EVP – Global Design Director, Team Detroit

Christine Jones, VP – Associate Design Director, Team Detroit

The Power of Design Principles in our Connected World

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@TeamDetroit

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Our Connected World

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Our Connected World

Reach

Fragmentation

Distraction

Opportunity

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Our Connected World

Reach

Our ability to connect to anyone or anything at anytime, naturally globalizes brands.

It gives them reach. And scale.

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Our Connected World

Fragmentation

As opportunities for interaction with brands become even more multi-faceted and exponential, the pressures of disintegration become stronger.

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Our Connected World

Distraction

In this world of hyper-connectivity, everything is fighting for our attention and our focus:

Our work. Our play. Our news feeds.Our families.Our brands.

(even our pets)

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Our Connected World

Distraction

This tug for our attention drives a need for clarity.

Messages must be simply conveyed, well-crafted and engaging.

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Our Connected World

Opportunity

“So where are the flowers?”

Opportunities for hybrid thinkers, visual problem solvers and expert craftsman await.

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So how can Design positively impact the realities of our Connected World?

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Our Connected World

Reach > Think with a culturally diverse perspective

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Our Connected World

Reach > Think with a culturally diverse perspective

Fragmentation > Protect the brand

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Our Connected World

Reach > Think with a culturally diverse perspective

Fragmentation > Protect the brand

Distraction > Bring clarity to communications

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Our Connected World

Reach > Think with a culturally diverse perspective

Fragmentation > Protect the brand

Distraction > Bring clarity to communications

Opportunity > Use a Design-Minded approach

to solve new problems

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The Power of Design

(even our pets)

Source: Quote: Massimo Vignelli. Design: Anthony Neil Dart

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The Power of Design

Inform

Persuade

Organize

Stimulate

Locate

Identify

Attract attention

Engage

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The Power of Design

Designers are experts in:

Branding

Visual storytelling

Information design

Spatial organization

Hierarchy of information

Typography

Color

Lettering

Iconography

Illustration

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The Power of Design

Create. Craft. Nurture. Protect.

Assist consumer engagement, clarity of message and consistency

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Reach > Think with a culturally

diverse perspective

Our Connected World The Power of Design

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What impact or associations does color have across cultures?

How could that impact the choices we make for brands?

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Pantone now has over 5,000 colors in its libraries.

Source: ColourLovers

Source: ColourLovers

Source: ColourLovers

Source: ColourLovers

Source: ColourLovers

Source: ColourLovers

Source: ColourLovers

Source: ColourLovers

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How can the use of symbols and iconography transcend culture to most effectively communicate a message universally?

Source: AIGA Design Archives

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Fragmentation > Protect the brand

Our Connected World The Power of Design

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How can defining a brand world – the space a brand can play in authentically – protect itself from fragmentation?

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Two ways: Foundation + Framework

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The Foundation

Carhartt: Stand True

College For Creative Studies: Relentless Creation

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The Framework

Ford Global Look + Style – Before

Ford Global Look + Style – After

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Consistency is key

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When Entrepreneur magazine wrote an article on the “Secrets of the 10 Most-Trusted Brands”, Ford was hailed for brand consistency,

“Ford’s consistent branding has established the company as a beacon of reliability.”

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Distraction > Bring clarity to

communications

Our Connected World The Power of Design

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Which design principles can best foster clarity to protect a brand from distraction?

Source: Noodior

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Source: FDA, Brand New

CURRENT PROPOSED

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Clarity doesn’t always = Simplicity

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Sometimes, more is more

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But often, less is more

Source: Sean Martell

2004-05 2005-09 2009-13 2013

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But, not reductive to the point of damaging

Source: FastCo, Roberto Manzari

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Opportunity > Use a Design-Minded approach to solve

new problems

Our Connected World The Power of Design

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How can the way designers solve problems help create pathways for innovation ?

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Cross-functional, open-source collaboration

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Opportunity

Analysts + Strategists + Designers

Journalists + Art Directors + Technologists

Brand Strategists + Social Strategists + Mobile Strategists + Cross-Channel Strategists

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Have a problem-solving process

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Opportunity

Divergent Thinking – ideate a range of design solutions (possible or impossible) to any given problem

Convergent Thinking – narrow down and hone the best, most feasible solution

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Be a Visual Storyteller

Source: neomam.com

Source: neomam.com

Source: neomam.com

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Authorship < Successful Outcome

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Thank you.

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Michele.silvestri@teamdetroit.comchristine.jones@teamdetroit.com

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