By Jack Mitchell
“We work in Design Sprints.” We’ve all heard it, some of us have said it, for others, it’s on the horizon. The ‘made famous by Google Ventures,’ originally product-oriented working method has made waves across a number of industries as people everywhere refine and repurpose it to meet their needs in product, strategy, and even company culture. Unfortunately, it now also belongs to the most vilified cohort of words in the English language and, increasingly, many others: the buzzwords.
An Interview with Steven Cook
Steven Cook, who joined MetaDesign Berlin as Head of User Experience in April, in conversation with Linus Lütcke about the challenges of digital transformation, his advice to brands and how he sees MetaDesign’s role in the future.
By Sven John
This article approaches potential pitfalls of human transformations within organizations and the deliverables MetaDesign provides to address these. The first introductive part of this article is available here.
By Lisa Krick
For many years branding and corporate design agencies understood themselves as the “preservers of the brand.” After stripping down the brand’s content and identity to clear visual codes, it was up to the corporate design experts to preserve these codes consistently across all touchpoints and evolve the brand gradually over time. “360-degree marketing” became the mantra of tortured advertisers for decades. One relict of this era: the typical PowerPoint chart illustrating a brand that looks the same across all media touch points.
By Amandine Rodrigues
This year has started – and continues to pass – in a pretty hectic way. From Trump’s presidency to Brexit, from refugee crises to women’s rights, from slaughterhouse scandals to climate change (shall I really continue the list?!), these events have led more and more people to come out on the streets to protect their beliefs and make their voices heard. They want to contribute to a greater good and wish for a better society. But what about brands?
An Interview with Olaf Schroeter
Olaf Schroeter, head of creation at MetaDesign Berlin in conversation with Linus Lütcke about his teaching approach and his recent project in cooperation with students from the HTW Berlin.
By Cornelius Hummel
I’ve recently changed my diet to avoid added sugar. You might have heard a phrase like this before — be it about sugar, meat, gluten, processed foods, and whatnot. So, well, yawn. By itself, another statement of a food hype apologist with missionary zeal wouldn’t be very interesting. But in the case of sugar at least, if you follow the news you’ll know that it’s not just me. There is a sizable and growing anti-sugar movement with a ton of media coverage. Even legislative action with taxes on sugar is well on the way in a number of countries. At the end of the day the message is clear: sugar is the new killer. That sticks.
By André Stauffer
Imagine your MacBook with an engraved banana. Or your Mercedes with a shiny crescent moon. And imagine Coca-Cola old and grumpy. Slightly irritating ideas, aren’t they? These alone prove what design is able to do to us. And furthermore, that design not only supports the success of a brand but makes it happen in the first place.
By Jonas Husemann
We perceive visual design unconsciously. Our brains are very fast to classify and judge input. Sometimes we can rely on this intuition (that is what we call “immediate judgement”), but in some situations we are better off reflecting and considering a few aspects.
By Mauro Marescialli
In late March, Airbnb unveiled its Chinese name in Shanghai. And while the move was intended to start a new era for the brand in China, it instead went awry, earning ridicule from thousands of Chinese netizens, the likes of which were seemingly horrified by the new moniker. Following such a reaction, a barrage of articles published by ‘experts’ in the branding or naming field appeared on all sorts of media to educate us on the lessons to be learned from such an ill-conceived brand name, whilst — in the usual patronizing fashion — distributing advice on what is the correct methodology to adopt when coming up with a Chinese name for a brand.