Also, as CEOs of companies and organizations find themselves in the public eye—either in person or online—they need the power of design to assist them, making their presentations into compelling audiovisual shows. The thinking, skills, and methodologies used to develop a package design should be used for PowerPoint presentation support slides as well. All of these things should be consistent. Once again, it is about controlling all design touchpoints.
Project Profile in Big Goals: Employee Communications
Sun Microsystems, Inc. designed by The Fibonacci Design Group, LLC. / Los Angeles, California USA
The Fibonacci Design Group specializes in marketing and creative strategy for print and web design. Partners and cocreative directors, Gregory and Sloane Mann have a breadth of experience in employee communication design. Their work on internal communications for multinational technology and computer network giant, Sun Microsystems, quantifies the intangibles of Sun's culture through the development of a proprietary visual language. The grammar of this language is built on the employee value proposition and positive team member experiences. "The campaign engaged and motivated the team to 'live the brand,'" says Sloane Mann. "Our work on this campaign focused on the strengths and beliefs already developed for Sun's brand expression and couple that with a healthy dose of irreverence and fun." For this campaign, a brochure, video, and CEO presentation were designed. The results were impressive: out of the 400 companies that applied for the award, Sun Microsystems was ranked as the fifth best place to work in California by the Great Place to Work Institute.
Case Study in Big Goals: Globalization
Weiden+Kennedy / Tokyo, Japan
Weiden+Kennedy (W+K) is one of the largest independently owned advertising agencies in the world. It came to prominence in the 1980s with its iconic work for Nike, including the "Just Do It" tagline. Founded in Portland, Oregon, the agency now has offices In New York City, London, Amsterdam, Delhi, Shanghai, Beijing, and Tokyo. With a mission to that create strong and provocative relationships between good companies and their consumers, they are one of the most award-winning agencies in the world. They also understand how to serve global brands, maintaining the core of the brand while evolving it to meet the needs of the various cultures around the world. The Tokyo office says of itself: "We are not a Japanese agency. Nor are we a branch of a Western agency doing adaptation work. W+K is a hybrid—mixing different cultures, interests, backgrounds, and skills to bring a new perspective, expertise, and level of creativity to brand building for companies in Japan."
"The OOH [Out Of Home or outdoor advertising], online ads, YouTube videos and mobile ads take users to the dekirukoto website where people can learn more about Google through tutorials that illustrate their products in a 'Googly' way," explains W+K Tokyo creative director, Eric Cruz.
W+K has a long and successful relationship with athletic shoe and equipment manufacturer, Nike. "This is Love" is the first "Just Do It" women's campaign for Asia Pacific. Targeted to Asian women aged 19 to 21, the goal was to convey the exhilaration of sport and the role it plays in their everyday lives. Through the lens of dance, kickboxing, basketball, and volleyball, the ads celebrate the drive, passion, and commitment of young women across the region and the feeling sport creates, much like falling in love.
"Maledict Car" is the first single from new artist, Jemapur. This music video, directed by Kosai Sekine, is the tenth release of W+K Tokyo Lab. In kanji, the idea of "ten" [十] means point or dot, and this video captures a very unique viewpoint of Tokyo through an intricate visual montage of points and patterns of geometric cityscapes. It also features some of the surreal characters that dwell within those spaces. Through its disorientation and choice of imagery, this video also conveys what Jemapur refers to as "moving forward through a door, only to find oneself back in the same place again."