INNOVATE USING DESIGN THINKING
CHANGE OF HABIT
Question : How to unify the use and habits in terms of dish washing at a European level ?
More homogeneous habits would enable the distribution of innovative products and added value.
Reply: the problem posed and the target defined, many solutions – concepts were developed such as automatic distributors for washing up liquid) and then published. Certain ideas allowed a total revision of the promotional policies for the washing up liquid branch (illustration).
HOOKS competencies: workshop animation, mastering the DT process, preparation of workgroups, skill selection, organisation of sharing, creation of a favourable context for creativity, preparation of consumer panels, creation pf concept books.
Key success factors: rigorous methodology, project management, identification of successful solutions.
WAKE-UP A SLEEPING BEAUTY
Question : how to reinvigorate an iconic brand?
It is always difficult to get away from the classics! How to get round the difficulty of modernising and evolving this old brand but iconic? This important project was the object of a complete global approach that we develop further in the sections Brand Strategy and Innovation.
Reply: The process was applied in two steps. Firstly, the responsible team discovers and shares the initial problematic. It is through immersion into the reality of the brand during a specific inspirational path (see the section “Innovation”) that we realised all of the merits of the brand that remained unexploited until then. The Design Process thinking produced new solutions around the new values that were identified.
HOOKS Competencies: The opening and knowledge of “other territories” that enabled the team to examine winning domains. The capacity to detect and share the new vision.
Key Success Factors: the ability of the designer to “Think Different” to motivate and mobilise the decision makes across pertinent and shared axis.
FACILITATE AND TRAIN
COMMUNICATE Design forum IBM
At certain times during the life of a brand, it is the role of the designer to make all of the staff of the company aware of the role of the brand, its advantages, their function and the rules that condition their success. Why?
Example: in a world renowned company such as IBM, it became apparent that even the sales force lacked awareness of the importance of respecting the graphical identity of the brand!
When, like IBM, the staff project the values such as seriousness and quality, the simple respect of the graphical codes create confidence – another value of the brand. The staff in front of the clients must live and breathe the values of the brand.
IBM Design Forum: during these two days, different internal and external participants brought up products, innovation; conventions to inform and raise awareness, create a favourable environment that enhances the image.
Key success factors: the experts brought an external viewpoint and validated the fact that the values are identified, appreciated and respected.
STIMULATE Design Thinking Day @ P&G
Question: What internal event to open up the knowledge about the synergies between design and innovation?
Answer: a conference where the internal management (WE president, Global VP Design, Olay Design Manager) to explain the usage of Design Thinking in the strategy of innovation and external participants to demonstrate how this methodology brought value in other companies (such as Decathlon, Klipper Tea).
Key success factors: culture, openness of the designer to experts that make a link with the values of the brand.
Pedagogic concept – training of experienced designers / the original experience of the Jura Opticians
Question: how to find a creative refill for the integrated designers belonging to companies in the same business? The principal of a creative seminar was accepted but required regeneration, principally so that the professionals can work together without risk of competition.
Replies : allow the designers to express a specific message in a new visually expressive way, the graffiti. During one day, the designers met with the graffiti artists, learnt the techniques and created 3 frescos to express 3 replies, “Yes, No, Maybe” to the question “Are you the future?”.
HOOKS competencies: experience of the integrated designer profession – Creativity – Definition of the theme – animation and pedagogy before the creative teamwork.
Key success factors: a rich balanced program based on high impact moments. A good logistics.
In multidiscipline teams, it is sometimes necessary to change position to facilitate the perception of problems…. And solutions!
Example for Fairy
The marketing had a limited concept of the capacity and added value of design in its strategic dimensions. To bring them to become aware of this, a specific course was defined around known brands and where the design strategy can be demonstrated on these exact points.
Two days of design courses with guides – specific experts that facilitate the reading of signs all along the course enabled the brand manager to identify the capacities of his own brand. He saw the design in action and understood how the design can be an enabler.
The design manager could then validate what is possible and demonstrate that he has his own design tools to enable the possible changes in the brand.
The inspirational route therefore allowed to constitute a common referential between the marketing and the design and then build a design a worthwhile project conform to the challenges!
The experience was then renewed at a different hierarchical level; this allowed to orient the design projects towards a more strategic course for the design of the brand.
Question: how to create a common culture from two different cultures ?
When the new company was created, a fusion between P&G and Teva, the CEO defined first the base of its 4 founding values: Think big, Work lean, Move fast, Live well! It was important that elements such as rapidity, fluidity, efficiency impact the staff and the climate of the company, from day one!
Answer: find solutions for each of the base values, with the staff using creative workshops. All the solutions were examined in detail with respect to material and political constraints. Strong and structural elements were created and implemented, linked to the key values of the company: an agora, a tree of life, etc…
Kellogg’s Snacks Hub
Question: how to demonstrate that the brand is still in line with the times?
Workplace design to rebuild confidence in the fact that the brand is still modern.
Answer: firstly, bring in a strong symbolic element with the creation of a “wall” of social networks. The company shows that it is in direct contact with its interested parties. The modern technology impregnates its values, the collective workspace.
HOOKS competencies: know how to give ad-hoc exercises to creative groups to generate a maximum number of new ideas. Translate and rank the expression of the brand values through concrete elements that impact the user – the staff.
Key success factors: a rigorous process of brand building. The definition of the right starting question in the research of new ideas. The experience and the know-how of expressing the values.
Exploring a new brand universe for Norev.
Clear the new brand universe – help decisions.
On the eve of important decisions for the company, the manager wants to anticipate possible evolutions on a larger plain.
Questions: how to build the base of a new brand when the offer is still embryonic? Is this brand compatible on this territory?
How to rapidly obtain a first vision?
HOOKS answer: starting from a simple grid, the brand fundamentals crossed with some selected brands in this market, build the generic profile of the new brand in 3 face to face sessions and adjust the possible positioning.
HOOKS competences: brand architecture fundamentals; brand management; know-how for elaborating simple and adequate tools; knowledge transfer; creative group animation; coaching.
Key success factors: a pragmatic approach and tools enabling to create rapid summaries.
Find the brand fundamentals for the Fairy brand for P&G
Question: Can the brand be regenerated?
Reply: Organisation of a “Design Theme” workshop.
What is a Design Theme?
The common theme that enables to place all the elements of a brand in the right place throughout its history and the history of its “heroes”. The design theme enables the personality of the brand to be described, to animate stories and adventures that communicate the brand values (pre-defined by the brand manager).
Reply for Fairy: all these stories around the baby Bizzy, enabled the realisation of the capital importance of light, indispensable to verify the quality of the result (clean dishes) and the final metaphor of “magic light”.
This theme opened perspectives to Design such as completely new and original images and graphics. It inspired and federated the entire team to rebuild the brand architecture. The language was repositioned using much more modern terms and differentiating.
Key success factors: in order to develop the creative and collaborative processes, it was necessary that the main decision makers and the participants were motivated to achieve the end result, and this is where the design manager comes in. In his role for the development of the creative resources in each of the creative groups, the third pillar of expertise of HOOKS – favouring the collective intelligence and innovation.
Vicks for PGT Health Care
Stakes: the pharmaceutical products are subject to legislation and very strict controls. Creating packaging for these products necessitated particular expertise since it required to make a balance between the medical authority specifications, the consumer understanding, the use by the prescription writer, etc. The more a product is medically active, the more the legislator censures the visual aids that make the product known and … commercial usage.
The objective of the redesign of the packaging to make the brand coherent on a global level (except the USA). A brand composed of 10 or 11 products – with only one or two referenced by any particular pharmacy.
Answer : The packaging created was named the best in its category. Its difference: it proposes identifiable usage marks that make the packaging functional. Drawing the silhouette of the bottle on the packaging, putting white spaces so that the patients can note the previous uses and make their use safe.
Vibovit for PGT Health Care
Context: PGT Healthcare acquired this very old and very well-known Polish brand. The work on the packaging started by getting to know and understand the history of the brand and the products created to supplement the lack of vitamins for children in the post-war era.
Answer: The analysis of the evolution of the graphical elements and design of the box allowed the identification of certain identifying marks and differentiating elements. The research of the Design Theme promoted the importance of the round shape and the image in the heart of the circle, a happy and healthy child.
The circle was modernised. Each attribute of the brand was repositioned so that its role made sense. The palette of colours finalised the process of stabilising the segmentation. Inside the circle, new visuals were created to identify the new product targets (mothers, teenagers, babies, etc.) that communicated that the brand had lifelong vitamin supplements.
Key success factors: Mastering the brand strategy.
Comments : The designer makes the constitutive elements and the brand identity visible. The brand architecture is built upon, and evolves around, these marks; too often, the need to renew the marketing messages neglects the advantages of the design!