By Filippos Petridis and Jack Mitchell
Branding—or rather the concept of what a brand is—has faced an onslaught of change in the dot-com era and the years that followed. One consistent reaction among many was, and still is, ‘we have to become digital’. Asking why is like questioning a proven fact: you just don’t do it. Just ‘go digital’. If you don’t, you will be a speck of dust in the afterthoughts of your former customers within the year. But what if there was another way of approaching ‘digital transformation’, one that, in fact, didn’t focus its gaze solely on ‘digital’?
By Lisa Krick
We can all agree that the future will be governed by Artificial Intelligence and Non Interface. Even today, every fifth search query on Google is submitted by voice command. And Amazon employs over 1000 people just to further develop voice control. But if products and services are primarily controlled by language, how can brands code them and make themselves recognisable?
By Tina Weise
When Hugo Ball initiated the Dada movement in Zurich, I bet he would never have imagined that his idea of random art would become a major influential art trend that has already lasted more than 100 years. After the first night at the Cabaret Voltaire, the idea of creating anti-art and opposing both expressionism and futurism quickly became popular – always bearing the key-principle in mind: to mean absolutely nothing.
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.