BRAND IDENTITY

SIMPLY-COMPLEXITY

What do you like the most about being a designer or working for/with them?

My experience in the field of visual arts and the constant desire to filter and communicate in a constructive way with my surroundings are in fact the basis of my appetite for design. Working for/with them… professionally it’s a challenge for me.

What’s your legacy?

When you can shape your future, you can give millions of people the inspiration and confidence to live the life they want to live.

What do you want to be known for?

I want to be known for my work not only for the quality or difference but also for the way it inspires and pleases the receiver. “Someone asked me once what is more important for you, make money or take it to the next level?” Now sounds absurd but several times this question made me think.

Do you have any company or logo as a reference when are given a brief to create an identity?

The “V&A” Victoria and Albert Museum Logo designed by Alan Fletcher – in 1990

Founded in the ‘60s the D&AD logo by:  Colin Forbes (who designed the original logo in 1962) always caught my attention not only because of the yellow that is exactly at the point when stagnates in my brain and leaves me thinking, but also because the simplicity of the object and form represented.

What’s the most beautiful thing about social media?

We live in a very social world, and today’s businesses must be social to succeed. People cannot spend a day or even an hour without social media interactions, with millions of shares every day social media provides an excellent way to earn new customers and expand your brand.

A next-generation approach to brand equity tracking, what do you think about this?

The future is already here if I can say it. Technology is evolving at an incredible speed and therefore everything needs a certain time to follow this phenomenon. I do not see anything negative about it quite the opposite.

answering the question, considering that average social is an indispensable tool when it comes to marketing, advertising, and branding by the fact that it predicts brand equity so measuring and monitoring brand equity have become a required discipline for any global marketer.

Buying brands versus building a brand what does this mean for you?

A company can follow two paths to get to a brand or in other words “Identifying mark”. It can build them and develop them or if the company is strong enough it will be able to buy them “brands”. If with capital in many cases, they simply buy the companies that own these brands, this is a remarkably interesting strategy look at Facebook, Instagram, Skype, and Beats by Dre.

Unbelievably, image is reality.

It is the result of our actions.

Brands are about you, not me.

Brands are about people, not products.

Brands are about customers, not companies, the uniqueness makes people feel unique.

How do you define your Brand?

Designing to support business.
In the competitive and super-fast World where we all witness the transition of not only events at the cultural level but mostly in the market of goods and products, advertising and marketing are not just a fundamental fact but the key to this success.

If branding is so important, how does it work, and how you can use it to help improve your business or perception of their service?

First, we need to understand the significance and importance of trust according to the “rational” and “emotional” benefits of connection between clients and competitors. Commercial success depends on identifying and often on the creation of emotional points of difference.

Three bullet points I always keep in mind when I work for my clients:

Communication
Change to Survive
Impact

Communication

Many companies try to reinvent brands in the radicalization of design thinking context, but the importance played by design in the industry’s latest models should not be misunderstood. Every company wants to be more innovative than their rivals in fact the contemporary economic climate has made people go out and buy things and more things over and over and has they put pleasure firmly on the agenda. Things command an important level of commitment and unfailing emotional involvement. The greatest symbol of freedom. So, with the constant acceleration and the prominent level of competitiveness in the market how to create an impact to make a difference?

Impact

Creating difference and adding value to define your brand with knowledge and understanding. Our brand is a set of expectations, which makes us first have a mission to create a sense of personal identity and loyalty with our clients.
“Color alters the meaning of the objects or situations with which they are associated, and color preferences can predict consumer’s behavior.”
What happens after what happens next?

Change to survive

“Survival means change. This is the paradox. some brands are like actors or singers: they stick doggedly to the same repertoire, to the delight of an enthusiastic but small group of fans who happen to like that style. Others are capable of surprising their audience by moving from one register and theme to another, acquiring added depth in the process and appealing to a different, wider audience; thus, they gain an enduring appeal. Brands which multiply entry points in their world will ensure their long-term survival.” Nike has drawn its concept inspiration from another high-quality brand; Lacoste There is nothing new about this concept. What about your brand?

Do you have any company or logo as a reference when are given a brief to create an identity?

Alan Fletcher designed the “V&A” Victoria and Albert Museum Logo – in 1990

Founded in the ‘60s the D&AD logo by:  Colin Forbes (who designed the original logo in 1962) always caught my attention not only because of the yellow that is exactly at the point when stagnates in my brain and leaves me thinking, but also because the simplicity of the object and form represented.

What companies with catchy taglines and slogans inspired you most?

The bold nod “Think Different” from Apple when they released their ThinkPad to IBM’s campaign “Think IBM”.

“Melts in Your Mouth, Not in Your Hands” from M&M.

The two-sentence slogan created MasterCard in 1997: “There are some things money can’t buy. For everything else, there’s MasterCard”.

To be successful what is more important, wealth or values?

This can be a puzzling question to answer but values I always put in the first place and in everything. I strongly believe that the important key to wealth and success is values. If I were rich, I would be there willing to create massive value for others.

Being a Designer, how do you find free time to commit to your work and home life goals?

First, you need to understand and sustain a commitment to satisfaction from doing significant work. Defining and knowing the limits between personal and professional They may not be mixed because they are different fields, and the balance is indispensable. I am one of those people who normally sleep five hours on average, and I believe that 24 hours a day I cannot schedule time for everything at least in relation to my commitments.

Are you Happier when you are working or in your Free Time?

Two things that make me incredibly happy, at work are seeing the objectives achieved. Working out of the pleasure of using my mind freely and being able to create without limits.

What have you learned about branding?

As a brand, you are what you say and do, so attention and detail are thoroughly important. To be tremendously successful, you must produce content regularly. otherwise, it can be tricky, especially in this era we live in where the speed of time tends to have no limits. If you want to build your brand you can’t stop producing content.

How do brands work?

There are four stages in developing a successful brand.
For a brand to be successful, we must consider four essential ‘rules’ during the development of such. Bearing in mind that in most cases it requires a long time to be recognized.
1. Identifying Consumer Needs.
Understanding Consumer Needs Through Market Research is important to identify consumer needs. Every consumer has a different need so what’s important to them? Listening to your customers and asking the right questions to better understand their needs.
2. Designing products.
Designing products and services is the basis for consumer satisfaction. look at Apple for example, always with simple, elegant solutions to meet consumer needs. Their packaging design is amazing, starting from tactilely. Before buying an Apple product just by touching the product the client feels a certain connection with the product to be convinced to buy it. Something so ‘SIMPLY-COMPLEXITY’
3. Producing Cost-Effective Solutions.
From production efficiency to marketing efficiency how to give value and competitiveness to make a difference in the looking to find low cost-effective solutions and improvements to speed up production and reduce material content. The question is: Is your Brand competitive and affordable?
4. Creating Brand Positioning.
First, we must know that ‘Positionings’ have physiological and psychological values
At this stage, we must put these essential elements together
Understanding and have an unobstructed vision.
Understanding the meaning and be concise.
Understand the parameters of relevance.

Are you Happier when you are working or in your Free Time?

Two things that make me incredibly happy, at work are seeing the objectives achieved. Working out of the pleasure of using my mind freely and being able to create without limits.

What have you learned about branding?

As a brand, you are what you say and do, so attention and detail are thoroughly important. To be tremendously successful, you must produce content regularly. otherwise, it can be tricky, especially in this era we live in where the speed of time tends to have no limits. If you want to build your brand you can’t stop producing content.

What Makes a Great Slogan?

First, a good slogan must identify a product or company, undoubtedly memorable as a wonderful melody that is staked in the head “in a positive way”. I always ask myself if the slogan is quickly recognizable. Will people only have to spend a second or two thinking about it? A brief, catchy few words can go a long way in advertisements, videos, posters, business cards, swag, and other places.

Simply-Complexity, what does this mean in your work?

Why “Simple” designs are scientifically better? believing that this question may answer your question somehow. I always have in mind fairness vs efficiency and how to think big in a constantly growing it is for sure in our genes. I realized that even when I try to make things the simplest result the result tends to the and even more complex because our brains have complex systems for this reason it is easier to make complex things simple is the challenge and for most of the team a good result. Look at the brands, the best and most effective brands are always the simplest.

What is the biggest branding mistake startups make when developing a new brand?

Now I would consider stupid mistakes but took time for me to understand that the Logo is the voice used in your branded materials such as:

Corporate color palette / Choosing the right colors
Imagery
Fonts and typography
Slogan or Taglines
Mascots, characters, and spokespeople

Defining the brand’s tone of voice and making the guidelines document the image of any business requires the consistency and direction needed for success.

 How do you define your out-of-the-box thinking?

“We all live in a digital multi-channel world where consumers interact with hundreds of brand touchpoints every single day” Being free or breakthrough thinking helps me to create new paradigms and explore new lines of knowledge with a vision with a comprehensive view into what’s happening around me this increasingly demanding society not only regarding consumption, such as political and social and cultural level, so I define it with passion and dedication in everything I do.

Is there a role for advertising as a driver of loyalty?

The key is ‘trust’ which brings you consumer loyalty. Is there anything more valuable than that?
Understanding why trust matters and how your organization sees it is a good point to start or to emphasize your consumer trust. Remember trust acts as a safety net.
– I like this phrase: “Trust us with your future.”

What are your values and priorities?

My ambition is to compete to grow to be a designer of choice.
Deliver the best experience.
Help your company grow.
Increase value and your reputation.
Deliver great service every day.
Be better than the rest.
Work together as one team.

GET IN TOUCH.

50 identity for D&AD’s fiftieth anniversary was a brief given by Neville Brody during my Placement at Research Studios what became the Brody Associates London”. Neville Brody.

The Royal College Of Art Celebrates 175 Years was a brief given by Neville Brody during my Placement at Research now known as the Brody Associates in ´London´.

“Only well-executed objects can be beautiful. The aesthetic quality of a product is integral to its usefulness because products used every day influence people and their well-being.” 

Dieter Rams.