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GENERAL:WHOWHYWHEREWHATHOW
PAGES:To
W____Contents

I. Creating stories---
key to a convincing visual identity

II. Mining imagination---
getting to what you (really) believe

III. Building worlds---
the only sustainable strategy




[orange]The first step to devising a visual
strategy is to create a story[/orange] --
replete with heroes and villains.*



[*the downsides: those things generally kept under wraps;
without the villain there can be no suspense, no climax, no resolution no story]WHATS
LOVE GOT
TO DO
WITH IT? WE ARE STORY-TELLERSYOU
AREThereÕs a lot of talk* about @ values, personality, behavior, and reputation. Human attributes like these are rigorously assigned to brands and brand products as well. They inform the Õlook and feelÕ of visual identity.

[black]*hubbub, jargon, b.s.] [/black]
Brands and products are intended to be ÕreadÕ
as warm-blooded able-bodied characters.

What they lack, more often than not,
is a convincing
[green]STORY --- [/green] ping-pong
[white]WE CREATE STORIES[/white]
A good story can be built upon, altered,
extended, transformed, re-imagined ...
without sacrificing the strength of the original narrative, or compromising the validity of its
overall form.

[black]As story, design becomes an event ...[/black]
with a common theme, variable plotlines,
shared conclusions. Creating stories at the outset of the design process ---whatever the goal--- promotes clear thinking.
[black]People are engaged.[/black]
The unexpected is courted,
rather than calculated out.
Flawed logic is easily detected.
[black]Ideas come to life.[/black]

Visual strategy becomes an interesting topic of conversation at cocktail parties* because it is
no longer an abstract conceptual Õsomething,Õ
[black]it is a story.

[*Why not?][/black][white]ping-pong welcomes...[/white]WHOLE NEW KIND OF SOUL-FOOD, BABY.PING-PONG
WE ARE
PROSPECTORS

GOLD


Every @ has its own authentic [yellow]GOLD[/yellow]IT IS THE [white]REASON[/white] YOU GET UP AND GO TO WORK EVERYDAY.
THE [white]REASON[/white] THE PEOPLE WHO WORK FOR YOU, WORK FOR YOU.
[white]THE FUNDAMENTAL REASON[/white]
@ EXISTS.Follow...
ping-pong



WE MINE IMAGINATION


Of the moment.
In the moment.
In style.
Now.
This is the rallying call.

However
..................................................................
..................................................................CHANGE IS THE
ONE THING YOU
CAN COUNT ON.
DESIGN THAT IS
ROOTED IN BELIEF
IS ADAPTABLE.In a world of streamlined
efficiency* --on the job and off--
there is little time
for reflection,
little TIME TO THINK.




[* soulless duty-bound workaday tom-tom]BELIEF MOTIVATES.
CHANGE ENERGIZES.

DESIGN IS A PRODUCT OF BOTH.Fanatics, fugitives,
and
fabulists. [white]ping-pong[/white]


we are
trans-
formers

[red]There
is truly
nothing new
under
the sun [/red].
Every new idea evolves out of
an existing idea or set of ideas.


The ‘seen’ is re-imagined[black].[/black]Archimedes, a retelling*
Design
is a
telling[red].[/red] Experience [red]is determined
by how we see things[/red].

[red]How we see things is
influenced by[/red] experience[red].[/red][white]ping-pong

[/white]we build
worlds [red]Sharks will be sharks.


[/red]Worlds within worlds
are fundamentally similar too[red].


Business is business.[/red]Looking to what is obvious and ordinary about a thing inspires new ideas[white].[/white]

The everyday becomes extraordinary[white].[/white]BUTTONS
AND ROCKET
LAUNCHERS
SHARE
COMMON
GROUND[black]:[/black][red]Design
arises
out
of
a need
to connect
people.[/red]

As a medium, it engenders a sense of unity and helps to establish a plausible and sustainable group consciousness.Design
[red]is not just one thing,
or one set of things,
but[/red]In this way,
DESIGN[black]*[/black]
IS A
LIFE FORCE[black]:[/black]


[[black]*[/black]ping-pong][red]Observation inspires[/red].
Design animates[red].[/red]
Ping-pong achieves both[red].[/red]biographyPing-pong is...ping-pong

name droppingAcknowledgement

Where thereÕs smoke,colophon

















to be continued.......................................ping-pongDESIGN HAS TO
REFLECT CHANGE.