Design Firm Of Iconic Brands Does Its Own Rebrand
03 Nov 2009
Perspective: Branding, one of the rising names in global identity and packaging design, re-launched its own brand using the same winning strategy that has made household names out of its iconic clients including PepsiCo with brands like Lays potato chips, Doritos and Quaker Oats.
Having opened in 2005 with an original focus in packaged goods, Oakland, California-based Perspective: Branding has garnered multiple awards, including the 2008 Silver Pentaward for Packaging Design for the work on Doritos' Quest, as well as Graphic Design USA's American Package Design Award for both Doritos and PLEO.
"We're about building memorable brands through simple yet powerful ideas," said Perspective: Branding co-founder and Chief Strategy Officer Cal Walters.
"Our clients gain major success from our strategy in this economic climate, so we've taken on our own design challenge by changing our own strategy. Design firms often forget they're a brand themselves that need to stay relevant."
A challenger brand firm that has built global success the last four years, Perspective: Branding's new direction has already caught the attention of various experts and leading names in strategic design.
Eatbigfish, an internationally recognized branding consultancy leader specializing in challenger brand thinking and whose founder is credited with the international best-selling publication Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, is calling Perspective: Branding bold, winning and necessary to the survival of today's brand names.
"Like all the best brands, Perspective: Branding's design identity is an extension of who they are," said Eatbigfish partner Mark Barden.
"It's honest, bold and memorable. It's not posturing. In a world where trust is in decline, their mantra of 'Visible, Visceral, and Memorable' is simple and necessary."
Perspective: Branding is also poised to stand out in the retail industry with upcoming high-design projects for blue chip brands and innovative start-ups in the retail sector. The new work can be seen as early as the ' 09 winter holiday season. Walters and Co-Founder and Chief Creative Officer Simon Thorneycroft keep a grounded perspective on the gaining popularity of their design work.
"We hear all the time that style makes the brand. But style is not a replacement for an idea, it reinforces it," said Walters.
"Our job is to take what makes a brand special and make it memorable for everyone. It's the same brand offering with a better strategic idea around it. It's that assurance that turns a product into a household name."
Having opened in 2005 with an original focus in packaged goods, Oakland, California-based Perspective: Branding has garnered multiple awards, including the 2008 Silver Pentaward for Packaging Design for the work on Doritos' Quest, as well as Graphic Design USA's American Package Design Award for both Doritos and PLEO.
"We're about building memorable brands through simple yet powerful ideas," said Perspective: Branding co-founder and Chief Strategy Officer Cal Walters.
"Our clients gain major success from our strategy in this economic climate, so we've taken on our own design challenge by changing our own strategy. Design firms often forget they're a brand themselves that need to stay relevant."
A challenger brand firm that has built global success the last four years, Perspective: Branding's new direction has already caught the attention of various experts and leading names in strategic design.
Eatbigfish, an internationally recognized branding consultancy leader specializing in challenger brand thinking and whose founder is credited with the international best-selling publication Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, is calling Perspective: Branding bold, winning and necessary to the survival of today's brand names.
"Like all the best brands, Perspective: Branding's design identity is an extension of who they are," said Eatbigfish partner Mark Barden.
"It's honest, bold and memorable. It's not posturing. In a world where trust is in decline, their mantra of 'Visible, Visceral, and Memorable' is simple and necessary."
Perspective: Branding is also poised to stand out in the retail industry with upcoming high-design projects for blue chip brands and innovative start-ups in the retail sector. The new work can be seen as early as the ' 09 winter holiday season. Walters and Co-Founder and Chief Creative Officer Simon Thorneycroft keep a grounded perspective on the gaining popularity of their design work.
"We hear all the time that style makes the brand. But style is not a replacement for an idea, it reinforces it," said Walters.
"Our job is to take what makes a brand special and make it memorable for everyone. It's the same brand offering with a better strategic idea around it. It's that assurance that turns a product into a household name."
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Toshiba And ESPN Announce Innovative Campaign, Sponsorship
03 Nov 2009
Toshiba and ESPN, two companies built on innovation, have entered a new multi-platform sponsorship ad campaign launching in November and running throughout December of 2010.
The campaign, which will promote both Toshibatelevisions and laptops, contains digital elements across ESPN.com as well as traditional television spots, in an effort to reach ESPN fans across numerous screens.
The two companies are collaborating on four custom spots, which use humor to connect the ESPN fan to the Toshiba brand. The spots demonstrate the superior experience fans have when watching sports on a Toshiba LED TV or a laptop.
Two spots showcase Toshiba's LED TV, the flagship model of Toshiba's LCD TV category, highlighting innovative features and advanced technology that improve the high definition viewing experience. Two additional commercials feature Toshiba laptops, which provide the right blend of mobility and functionality, all designed to keep fans connected to sporting news and scores at all times.
In addition to traditional television commercials, the campaign features digital elements on ESPN.com and SportsCenter.com. Viewers will be able to vote for the "Innovative Play of the Week" online, tying in Toshiba's leadership in innovation with unique sports plays. In a related promotion, fans can vote for the "Innovative Play of the Year" to be entered into a product sweepstakes, which includes Toshiba prizes as well as an ultimate grand prize of a Toshiba laptop, a 55" LED TV, a Blu-ray player and a trip to ESPN's Studios.
"We have chosen the ideal partner in ESPN as both our companies are leaders and innovators in our respective categories," said Yoshihide Fujii, chairman & CEO of Toshiba America, Inc.
"This multimedia ad campaign is designed to resonate with consumers who are passionate about sports and are looking for the ultimate television or laptop viewing experience."
"From the first instant replay in 1963, innovation, technology and sports have been intrinsically linked," said Ed Erhardt, president, ESPN Customer Marketing and Sales.
"We also know that sports fans are early adopters of technology, which is why this campaign was a great fit. And the fact that it originated out of Tokyo demonstrates the global nature of both companies."
The campaign, which will promote both Toshibatelevisions and laptops, contains digital elements across ESPN.com as well as traditional television spots, in an effort to reach ESPN fans across numerous screens.
The two companies are collaborating on four custom spots, which use humor to connect the ESPN fan to the Toshiba brand. The spots demonstrate the superior experience fans have when watching sports on a Toshiba LED TV or a laptop.
Two spots showcase Toshiba's LED TV, the flagship model of Toshiba's LCD TV category, highlighting innovative features and advanced technology that improve the high definition viewing experience. Two additional commercials feature Toshiba laptops, which provide the right blend of mobility and functionality, all designed to keep fans connected to sporting news and scores at all times.
In addition to traditional television commercials, the campaign features digital elements on ESPN.com and SportsCenter.com. Viewers will be able to vote for the "Innovative Play of the Week" online, tying in Toshiba's leadership in innovation with unique sports plays. In a related promotion, fans can vote for the "Innovative Play of the Year" to be entered into a product sweepstakes, which includes Toshiba prizes as well as an ultimate grand prize of a Toshiba laptop, a 55" LED TV, a Blu-ray player and a trip to ESPN's Studios.
"We have chosen the ideal partner in ESPN as both our companies are leaders and innovators in our respective categories," said Yoshihide Fujii, chairman & CEO of Toshiba America, Inc.
"This multimedia ad campaign is designed to resonate with consumers who are passionate about sports and are looking for the ultimate television or laptop viewing experience."
"From the first instant replay in 1963, innovation, technology and sports have been intrinsically linked," said Ed Erhardt, president, ESPN Customer Marketing and Sales.
"We also know that sports fans are early adopters of technology, which is why this campaign was a great fit. And the fact that it originated out of Tokyo demonstrates the global nature of both companies."
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