Digidestruct - David Martin

Nov06

branding, brainstorming, creative process, mindcomet rebrand

RE:BRAND:02 - Mood Boards

Previously the rebrand team performed a “keyword” exercise to start establishing common thoughts and ideas about the direction our brand should take. In step 2 of the creative process for our rebrand, we requested the core team to pull images for assembling mood boards that reflected their thoughts and keyword choices for the new brand. These images would include colors, shapes, textures, and photography styles. When reinventing MindComet, we felt it important to represent our creativity, experience, technical expertise, people and culture in the overall image. When thinking about and gathering examples to support the brand image, we asked ourselves a few questions:

1) How do we show our adaptability and flow with the ever-changing market, technologies and trends? 

2) How can we represent our creatively crazy, fun culture and vibrant personalities?  

3) What about the fact that we all obsess over the details and will work all day and night in order to deliver a product we are proud off? 

4) How do we envision ourselves in the next year, 3 years, 5 years? 

5) Where have we already been as a company and how can build from that image? 

Here are some of the favorite options from the exercise:  

Organic, Intelligent, Versatile, Impact, Interesting, Flowy, Graphic, Sophisticated 


Electric, Cutting Edge, Edgy, Elite, Flowy, Organic, Personality, Morphing 

Fun, Bold, Fresh, Compelling, Fun, Thoughtful, Dreamers, Tactile, Unique, Customer Focused, Alive 

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Posted by David Martin on Nov. 06, 2009

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Ahh, yes my fine penguin friend. I am all too aware of that wallpaper recently and I do really enjoy it. I’m 100% sure that did not define the design direction considering I first viewed this in late…

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Posted by David on 11/30/2009 05:15 PM

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Oct19

branding, brainstorming, creative process, mindcomet rebrand

RE:BRAND:01 - Keywords, “All Aboard!“

In this one of several series, I discuss the step by step process I used to re:build the creative components for our brand. So, to get everyone “All Aboard”, how do you collectively incorporate every team member’s point-of-view and get them involved in the process of re:building a brand at the infant stages? 

It’s been extremely busy in the labs at MindComet for the past several months. Though the Executive team all agreed to maintain our brand recognition and loyalty with our current Identity mark, we have been redesigning ALL of our entire brand materials while maintaining a consistent flow of client work. Many of late nights, long weekends, beer and coffee drips have been part of this long process, but the biggest and most important part has certainly been our collective team’s drive and dedication. Not every team member could be involved in every step of the process, but we did encourage everyone in contributing their point-of-view of what, ideally, the new MindComet brand should represent. An effective exercise that I have used in my career on several occasions is establishing a “Keyword” list. This is a great way for multiple parties with different skill sets to get involved in the creative process without getting into the minutia of immediate details and wants. You can easily assemble feedback and obtain a better “unbiased understanding” of where everyone fits into the puzzle, and what is ultimately important in their eyes.  
 
To get this started, I asked two simple questions…  
1) “What qualities do you feel the MindComet brand represents?“ and  
2) “In the future, how would you like our current clients and new clients to feel about MindComet?“ 
 
On a sheet of paper, I had everyone write down a series of words to help mold and shape their thoughts as it relates to the questions asked. One at a time, everyone read back their list and described what each word meant to them and why they ultimately chose it. The lists were collected, and consolidated into a single list to be referenced throughout the re:branding process. This was our final keyword “thought cloud” (See Image Above) supporting and molding the new direction MindComet’s visuals would be taking moving fowards. 
 

Below is a list of the team’s original keywords: 
 
 

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Posted by David Martin on Oct. 19, 2009

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Oct08

up&up. Successful Launch or Failed Mission for Target?

A visit to Target will have you wondering what happened to the Target brand line of products. The infamous red bullseye has disappeared from the shelves and a new, chunky arrow in various solid colors has taken its place. There are images - some cheeky, some fun and some boring - clipped on stark white backgrounds.

The always hip and exceedingly marketing-savvy Target has redesigned its in-store brand:

I’m on the fence for this one. I am a huge fan of clean design and white space, so I dig that. The grid-like layout and white space provides a more modern feel than the previous dated wave look. It’s clean, not flashy, and expresses quality without seeming expensive. On the other side, the design seems to have been born from laziness. Any good designer (and not for that matter) can drop a photo in and add some plain colored text. I get that the arrow goes with the bullseye, but will consumers get it?

There are mixed thoughts throughout the design community, as well as consumers. Some say the design is phallic. Some say it’s too similar to the Publix brand imagery. Some say it’s brilliant, and others disagree. Some just want to know where the bullseye went.

Consumers have expressed confusion and frustration when trying to find the products from the in-store brand. Should Target have provided its consumers with more of a warning about the new look? Several employees have said they didn’t even know up&up was the Target brand. Interesting.

Is up&up economy-based advertising, like so many other companies are providing these days? Does it appeal to consumers looking to stretch their pennies further? Does it tell us Target is doing just fine in this economic slump?

I’d like to hear your thoughts on this one.

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Posted by Stephanie Fields on Oct. 08, 2009

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Honestly, I didn’t “get” the arrow / target relationship. Hmmm

Posted by Melinda on 10/28/2009 04:39 PM

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Oct07

Creative Exercise 3: Camera Phone Typography in 10 Minutes

In this exercise we explored elements in our work environment that contained the shape, angles, and lines that represented any form of typography.

As simple as it may seem, typography combines communicative and artistic elements, and we are constantly surrounded by it in our daily lives.

The goal was to find as many letters as we could find in 10 minutes or less.

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Posted by Admin on Oct. 07, 2009

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Thanks for the comment Mark. Make sure to try the creative exercise and time yourself. Let us know how you did!

Posted by David Martin on 10/13/2009 02:44 PM

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Oct06

Creative Exercise 2: Art vs. Design

Our disscussion this week was based on an article over at http://www.webdesignerdepot.com that talked about the differences between art and design. While these topics are subject to lengthy passionate debates among artists and designers alike, we love this stuff.

So each one of us took one of the concepts posted in the article and gave examples related to it. Feel free to chime in with your thoughts or comment on ours.

1. Good art is interpreted. Good design is understood.



This one was mine. I like the example of the Mona Lisa for art. It can be interpreted in different ways. No one really knows what Leonardo Da Vinci was thinking, but we can all come to our own conclusions about what is going on or what it means.





My second example was of a great Guinness ad that used the Tin Man drinking a Guinness with the words "surprisingly smooth". Here you are given a direction as to what you are supposed to think, feel or do. If you didn't get the connection between the smooth qualities of the beverage and the fact that the Tin Man is using it in place of his oil can than this ad failed in its design.



2. Good art inspires. Good design motivates.

First we want to put in a disclaimer that we think this one can sometimes work both ways, but we understand where this is coming from. Art can inspire or motivate, but what it moves you to do can vary. Good design can inspire or motivate too but I will let Joe Tucker's examples illustrate the point.



Joe used the artist Jeff Koons as an example. He re-purposes kitsch and pop culture imagery into avant-garde paintings and sculptures. He has created a series of bigger than life twisty balloon dog sculptures from stainless steel. Its truly amazing how he takes a simple object and recreates it using steel and metal to look like the real thing, the soul of the object is maintained really well. He takes something as simple as a ballon toy and and creates a master piece out of it. This kind of approach inspires other artists and designers to blend these ideas with there own to make new ideas.





Then as a example for design Joe chose the Mercedes Benz site. Smart clean design and easy to navigate, this helps me feel comfortable, and makes me want to click around. Calls to action are placed in a simple manner getting me where they want me to go quickly without getting frustrated. This elegant yet cutting edge style along with beautiful imagery of the product make me want their car. All of this motivates me to get into the product and hopefully complete the goals of the design.



3. Good art is a talent. Good design is a skill.

Once again there is some spill over here as well. But the point is that someone can be born with a knack for creating beautiful pictures, the right mindset or imagination to create beautiful art. Some people seem to pick up design faster too, but you have to learn what motivates people. You have to spend some time in society before you understand other people enough to make them think or feel what you want them too.





Stephanie pulled some great examples to support this. For art she pulled some pieces from Carol Kucera. They are really beautiful pieces that clearly show a style that shows a very organic thing that happens between her hands, the brush, and the canvas that was certainly practiced but you can tell it wasn't something she only learned in school.





Her design example is a site she has brought to us before, a great site for Nike Air Jordans. Yes there is definitely some artistry here, but more than that it required an understanding of usability that only comes from experience. To be able to break the mold of a standard website and still be able to move a user through an experience takes skill. That's something we can appreciate here at MindComet.



4. Good art sends a different message to everyone. Good design sends the same message to everyone.





Joe Carafelli had a great example of this key difference. For art he chose "Moutains and Sea" by Helen Frankenthaler. No one in the meeting saw the same thing in the picture. We all liked the piece but for different reasons. Once we heard the name we all went "aha" but we still called out different qualities of the picture we thought represented the title.





For the design example the logo that Joe chose was perfect. Even without the text to support the image you can tell what the festival is and what happens.



5. Good art is a taste. Good design is an opinion.



In true form David broke up the format a bit with his example, but as usual didn't disappoint with his explanation. He chose this art work, a bank building he walked past in downtown Sarasota. He had a friend, Shawn Dehart at http://www.dehartdesignstudio.com send him a picture. This is clearly art, there is no clear message or intent behind this. The designer created it based on his taste. And you may love it or hate it based on your taste, the art passes or fails by that alone.

Now by simply adding some grooves or notches to this you could make it into functional design. They could be stylish seating, giving purpose to this art work. The designer then would be creating this piece built on his taste, but because the purpose of his design is to create seating. Wether or not you like it is up for debate, but it's purpose is still fulfilled as long as you can sit in it. From there it's your opinion weather or not it's a good chair.

There are a lot of different points of view on this. What's yours? We work for an interactive agency, but what kind of designer or artist are you. We would love to hear your take on it.

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Posted by James May on Oct. 06, 2009

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Oct02

Music is a Creative Must

Its a MUST for me to have music during those long focused designing jam sessions. This is a mix set I put together from my recent favs of the month. You can download for free by clicking the download arrow on the right. Tell me what you think & enjoy! 

  “TheSweep"_ViddaVein_Sep09  by ViddaVein 


Tracklisting: 

“El Snig feat. Rut (Original Mix)” - Few Nolder

“I Want Nothing (Jack Beats’ Miami Vice Remix)” - The Black Ghosts

“Dirt (The C90’s Remix Edit)” - Headman

“Happy Thoughts” - Odahl

“Take it Like a Man (Felix Cartal remix)” - Dragonette

“Creepy (Mightyfools Remix)” - BOLTAN

“Happy Haus (UFO! Remix)” - Star Eyes

“Dancehall Of The Dead (Blnd! Remix)” - Kid 606

“Raindrops (Under New Management Remix)” - Basement Jaxx

“Killer (Jean Elan Mix)” - Jean Elan

“Pobum Coco (Original Mix) - Daniel Haaksman

“Zero Machine” - Le Castle Vania

“One More Chance (Alex Metric Remix)” - Bloc Party

“The Flowers That Fell (Parallels Mix)” - Detachments

“Hard Times (Jack Beats Remix)” - Patrick Wolf

“Toxic Avengers” - Deastro

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Posted by David Martin on Oct. 02, 2009

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Sep25

creative, random

Fortunate Fortune Today

Note my fortune. Thanks Team!  

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Posted by David Martin on Sep. 25, 2009

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Really??? http://t.co/ZPQDrNuz

Feb. 03, 2012 6:21 PM

@monooptical