aiga voices: how to think like a savage – creating purposeful design and real impact
DESCRIPTION
Savage Brands VP Strategy Robin Tooms, and Art Director Ashley Rundall presented an AIGA Voices webinar, Think Like a Savage, which gave an overview of Savage Thinking to help designers learn how to ask better question of their clients.TRANSCRIPT
Becoming more valuable through purposeful design
SAVAGE THINKINGTM
HELLO!
I’M ROBIN TOOMSPrincipal, VP Strategy at Savage
• Designer MBA• Brand Innovator• Change Agent
HELLO!
I’M ASHLEY RUNDALLArt Director at Savage
• B.A. in Advertising and Design• An Eternal Student• On Purpose Designer
HELLO!
THINKING MAKING
THE THINKING & MAKING CONTINUUM
HEAD HANDTHINKING MAKING
HEAD HANDTHINKING MAKING
HEARTPURPOSE
WHY WE NEED TO DESIGN DIFFERENTLY
WE ARE NOT DESIGN FACTORIES
No, it’s not as easy as 1-2-3.
WE ARE NOT SEENAS VALUABLE
When companies cut costs, design and marketing are usually the first to go.
IT’S EVEN WORSE WHEN WE DO THIS TO OURSELVES
Design critique sites often focus on critiquing the execution rather than the strategy.
New logo? Game on! Graphic design criticism is now a spectator sport, and anyone can play.
Rebrands fail when people don’t understand “why”
WE HAVE THE ABILITY TO HELP PEOPLE CONNECT
THE BETTER PATH – SAVAGE THINKING
reframe the problem
reframe the problem
reframe the problem
reframe the problem
reframe as purpose
reframe as purpose
reframe as purpose
reframe as purpose
reframe as purpose
reframe as purpose
connection with purpose
HEAD
HEAD HEART
OUR GOAL IS TO INSPIRE PEOPLE TO TAKE ACTION
INSPIRE VS. MANIPULATEIf you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea. Antoine de Saint Exupéry
“Count on Carter’s” Tagline and Campaign
BASF “We Create Chemistry” Purpose
SAVAGE THINKING FOR DESIGNERS
CHALLENGE THE TRADITIONAL ROLE OF THE GRAPHIC DESIGNER
DESIGN HAS THE POWER TOALIGN PEOPLE TO PURPOSE
CREATE WITH PURPOSE AND YOU WILL BE MORE EFFECTIVE AND VALUABLE
