posted by Ryon

Apr 09, 2012 @ 7:00am

The Golden Ratio: where design and mathematics coincide

The golden ratio (also known as the golden mean, golden section or divine proportion) is a height to width ratio that measures 0.618 and manifests itself in nature, art and architecture. The Parthenon in Greece incorporates the ratio, but it’s unknown whether or not the designers actually used the principle. The human form has this same basic geometric relationship — DaVinci studied this and created drawings that illustrated the proportion in his Vitruvian Man (below). Piet Mondrian used the golden ratio in much of his work in  the 1920′s. Even Twitter uses the golden ratio principle for it’s screen design.

The Golden Ratio looks like this:

And is defined as the ratio between two segments such that the smaller (bc) segment is to the larger segment (ab) is to the sum of the two segments (ac), or bc/ab = ab/ac = 0.618.

 

And can be calculated like this (adding 1 to the ratio is phi, yielding the same basic geometric relationship):

 

 

More examples of the Golden Ratio:

 

 

 


Fascinating! Is it an inherent aesthetic preference or is it a design technique turned tradition? How do you explain the proportion found in nature? However you decide to answer those questions, it’s hard to argue that it has had an enormous impact on art and design over the years and continues to influence design today. Next time you see something that just “feels” right, or that you just can’t take your eyes off of, take a look at the proportions and remember – Ahh, it must be the 0.618!

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posted by Kevin

Feb 22, 2012 @ 11:20am

Humor has it: Old Spice

“If your grandfather hadn’t worn it, you wouldn’t exist.”
- a bottle of Old Spice

Old Spice has long been considered a staple in the musky shaving kits of dads and grandfathers everywhere. However, it has recently taken on an entirely different role as the harbinger of red-blooded masculinity to younger men across America who long for hairier chests, lumberjack beards, or biceps the size of Mount Rushmore. Luckily for these men, Old Spice has just what they need — and it’s not a 2-year gym membership or a year’s supply of Rogaine, either — it’s a healthy dose of humor.

Two years ago, Old Spice began a series of commercials in which masculinity was personified through the likes of one muscular, smooth-talking man who, with the help of some common stereotypes, attempts to persuade viewers to buy Old Spice body wash. These ads use just the right amount of humor and irony to appeal not only to the woman buying smelly soap for her significant other, but also to the man who wants to smell decent without sacrificing his masculinity. The original commercial, which won the Film Grand Prix at the International Advertising Festival at Cannes in 2010, has certainly contributed to much of the company’s growth since then. The popularity of the commercial has grown so much that it’s YouTube video has now reached nearly 40 million views and there have been several parodies of it as well.

Old Spice has continued to sail the ship of satirical humor on into 2012. In one if their most recent commercials, former football player Terry Crews literally bursts onto the set of a Bounce Dryer Bars commercial via explosion and a giant jet ski, loudly proclaiming (or yelling, really) how Old Spice Body Spray is “so powerful, it sells itself in other people’s commercials.” These commercials, while very different from the other series in terms of content, are so unique that even the most curmudgeonly viewer couldn’t help but remember them.

 

 

Broadcast is not the only form in which Old Spice is appealing to its target audience. Their sense of humor trickles down to the packaging as well. Each item is adorned with a classy desaturated illustration, bold modern type in all-caps, and sleek matte packaging. All appealing looks aside, when a stick of deodorant is named after a 14,690-foot mountain in the Swiss Alps and purportedly smells of “ice, wind, and freedom,” the target audience is obviously a little more specific than just any old man.

This sense of humor appeals to a younger audience of men whose hands have not been calloused from hard labor like those of their fathers and grandfathers. They don’t take life too seriously because they don’t have to yet. Therefore, they laugh about their scrawny arms, baby faces, and complete inability to understand their girlfriends, as if it were something that couldn’t be helped. And Old Spice, bottling up the romantic ideals of a generation into one concise container of manliness, tells them that’s alright.

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posted by Kevin

Nov 02, 2011 @ 4:42pm

Persist or Advance

Occupy Wall Street is proving to be the definition of persistence. Meanwhile, the European debt crisis continues one week after the next. In a better world, crises would at least be short, especially such severe ones. The congressional stalemate continues despite national frustration. I can’t imagine anything worse than being on a “Super Committee.” A regular committee is painful enough.

Meanwhile, Coca-Cola does something beautiful. They turn their cans white for the World Wildlife Fund . This profound gesture reminds me why I love the business of branding. Amidst all the chaos, Coke’s Arctic Home campaign feels like a refuge. A company doing something good, just because it is a good hearted company.

Coke’s white can inspired our marketing strategy for our client Moe’s Southwest Grill. Moe’s is incredibly supportive of schools and children’s charities, and we’re working on ways to further deepen their support at a neighborhood level.

Moe’s reminds me that we have to continually raise the bar. They are constantly tweaking their menu. They were the first retailer in town with Coke’s incredible new Freestyle machine. Better training, improvements to the prep line, and monitoring measuring customer feedback all followed a discussion about marketing strategy.

As the economy continues to strain business, brands easily fall into a mentality of persistence spawned by risk avoidance. I would argue that today’s challenging business climate demands constant improvement and innovation. I invite you to share a Coke with a colleague and start exploring how you might change things for the better.

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posted by Kevin

Oct 24, 2011 @ 9:26am

Otherwise Occupied

I’m trying to understand Occupy Wall Street. It’s ambiguous desperation, and it’s fascinating and puzzling all at once.

We live a country built on compromise, with an economy based on negotiation. At present is only impasse. The political polarization is so vast that thousands are willing to congregate in mutual frustration to no end whatsoever.

Occupy Wall Street demonstrates the power of polarization.

Regardless of your political bent, we nonprofit marketers can learn from the politicians. Too many of today’s marketers are terrified to exclude anyone. They want their messages to have universal appeal. This is the highway to mediocrity.

Great marketing doesn’t appeal to the lowest common denominator. The best marketing creates both a tribe of devotees, and a group of outcasts. The outcasts don’t have to like you, your cause, or your marketing materials. Having loyalists, and some folks that don’t care much for your organization, is indeed a sign of success.

If your target audience is comprised of everyone, it’s time to reassess. Stand for something bold enough to draw a crowd, or your customers may well be otherwise occupied.

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posted by Apprentices

Oct 12, 2011 @ 8:49am

Be True: a Wednesday reminder.

After a job interview this summer, I got a follow-up email that said several nice and normal things before closing in this unusual way:

Keep painting your nails any color you want.

Last week's philosophy: why use one color when you've got two hands?

See, I had taken a small risk by deciding to keep my robin’s egg blue nails for the interview. Robin’s egg blue – however pretty – isn’t exactly a “professional” shade of polish. But it is a true reflection of who I am, a woman whose nail polish changes as often as the weather. And apparently, that small, honest glimpse worked in my favor.

I can’t think of a better reminder for today, whether you’re a nonprofit, a company, or just a regular person like me: be true to who you are. Marketing cycles through trends, just like any other industry. Don’t board a train just because every other brand in your market is riding it, and conversely, don’t be afraid to pioneer just because no one has gone before you.

In this hyper-connected, new economy world, consumers choose to connect with authentic brands.  In fact, research proves that the more genuine a brand feels, the more likely a consumer is to become a high value customer and recommend the brand to others. (This goes for people, too.)

So be exactly who you are. Hold firm to the values that have shaped you. Don’t suppress the personality that makes your brand distinct.  Keep painting your nails any color you want.

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posted by Kevin

Aug 31, 2011 @ 10:05am

Details

Today I visited an Apple store and bought a Mac Air. I certainly value the design and product innovation Apple continues to deliver, and the in-store experience was similarly inspiring.

The products were arranged for me to test. A large staff offered customers one-on-one attention. My computer was ordered electronically from a demo on the floor. The sales person ran my credit card through a custom iPhone app. I signed electronically using my finger, and a receipt was sent to me by e-mail. The bag was a backpack.

Clearly, Apple is iconic, yet every brand has the ability to examine such details. Moe’s Southwest Grill rethought the greeting with: “Welcome to Moe’s.” Luxury stores pay reverence to their wares when they wrap them in tissue and put them in beautiful bags. Patagonia’s shoeboxes are printed to encourage reuse as storage vessels.

Patagonia shoebox

Rethinking something basic is a wonderful way to make your brand more distinct. Given the continued volatility of today’s economy, experience-centric brand thinking makes perfect sense. Think about it, a greeting doesn’t cost a thing.

 

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posted by Apprentices

Aug 23, 2011 @ 2:21pm

Inspire Ownership

When I meet someone interesting, I usually ask “What’s your best advice for me?” And then I write it down. As I flipped through my coffee-stained Moleskine this morning (stained being an understated description of this summer’s Great Coffee Spill), I came across this little gem:

Act like an owner. – Chris Colbert, CEO of Holland-Mark

Chris told me a story about an empty yogurt cup. On his way into the office one morning, he noticed a used yogurt cup – just hanging out on the floor of the entryway. It looked pretty gross. Had his arms not been full, he would have picked it up. But they were, and besides, a whole office of employees would be coming in behind him. Someone would surely dispose of it. When he left for lunch, the yogurt cup was still there. He brought the empty cup to their next meeting, where it became an object lesson in ownership and responsibility.

What does it really mean to be an owner? To take responsibility for our investments. We choose to do this or not do this every day. We can be owners in our relationships, in our workplace, with our brand of toothpaste. We get to decide when something matters enough to us to take action.

The key for marketers is understanding what inspires that transition from mere participant to owner. What does it take for a brand to become meaningful enough for a person to claim their part – however small – in that brand’s story?

People step up where their contributions matter.

People who love your brand are more common than you might think – but that doesn’t necessarily mean they’re your brand advocates. I’m a fan of CVS pharmacies. When faced with a choice between CVS and Walgreens, I’ll always choose CVS. In fact, I’d even call myself as a “CVS loyalist.” But I’m not sharing my CVS love with anyone in my life. I’m not a fan of CVS on Facebook. I don’t follow them on Twitter. I don’t know if I’ve ever visited their website. Why? Well, I’ve never been asked. And if I do decide to fan their Facebook page, does CVS actively want to hear from me? Is their online community centered on getting to know and love the people who love them the most?

People step up to be part of something.

We all want to belong. Think about the brands people talk about, the classics they are proud to wear and claim and be identified by. The common denominator is a vibrant community, a sense of group identity. We are more likely to take ownership when we feel we are joining something larger than ourselves.

If you want to create brand loyalists, keep doing the things that make your organization special. And if you want to create chatty brand loyalists, build a community that inspires your employees and your biggest fans to claim their own piece of your brand story.

 

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posted by Cathy

Aug 11, 2011 @ 2:42pm

New Work: Literacy 2030

 

Literacy 2030 is an initiative lead by the Central Carolina Community Foundation that unites literacy organizations across the Midlands of South Carolina. With the admittedly aspirational goal of achieving 100 percent literacy in South Carolina by 2030, the organization supports literacy service providers by facilitating member communication, encouraging collaboration and providing access to funding sources.

We loved developing this identity system and branding platform, and we’re hard at work on a website to be launched in mid-September.

Strategy and creative team: Cathy Monetti, Ryon Edwards, Kathryn White, Kendra Schaefer (thepixellary.com)

 

 

 

 

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posted by Apprentices

Aug 09, 2011 @ 2:24pm

Storytelling

I spent most of my weekend offline. Which was so nice.

Friday night lights.

It began with a high school football game, and moved on to lazy neighborhood strolls, impromptu jam sessions, and late night family dinners. This was a weekend fat with laughter. There was a moment at the table—our dinner plates empty but not yet cleared—when I looked around at everyone’s faces. They were fully engaged in the tale of the family’s legendary wiffle ball games, laughing, interrupting to share remembered details.

It reminded me how powerful a story is. Narrative is the engine that moves our world along. It’s what creates connection and inspires action.  We forget that sometimes, don’t we? Especially in our world of “likes” and QR codes and whatever the next batch of shiny and new turns out to be.

Consumers are hearing more messages in more places than ever before. Without a story to tell, a distinct brand voice, a rallying cry – your brand’s message will fragment and disappear in the never-ending stream of modern communication.

Just last week, Cathy Monetti handed me a Boden catalogue to look through because she guessed (accurately) that I’d like the clothing. What immediately intrigued me was the great care they took to tell their story on every page. Every instance of copy, even down to the small “please recycle” message, had been carefully considered and crafted in Boden’s distinct, light-hearted voice.

On each page, Boden listed the first name of the models and their answers to questions ranging from: What scares the pants off you? to What do you think about when you’re traveling? Such a small detail, but it resonates because it reinforces the story Boden’s been telling all along: We’re human. We make feel good clothes. We believe in delight. I sauntered over to their website where I discovered other unique brand-building elements, like instructions for building a teepee and an end of summer bucket list.

Consider your brand’s communication efforts. Is there a story? Would your fans recognize your brand’s voice? We can build award-winning apps and deploy multi-faceted social media strategies and write snazzy ads—but in the end, what people will sit around their dinner tables and talk about is a great story.

 

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posted by Cathy

Aug 03, 2011 @ 5:12pm

Spotify: A Reason for Hope in the World

Between 24-hour news cycles and the sorry economy and the terrifying and distasteful catfight over the debt ceiling, it’s no wonder many people are feeling a bit downtrodden. I’ve been thinking a bit about that lately and want to offer this different perspective:

I find something new to be excited about every single day.

Today it’s spotify.com, an on demand digital music service with more than 15 million tracks you can play instantly on your computer, your cell phone or your home audio system—for free. The service is supported by all the major labels, so there are not many content gaps. You can build your own playlists, see what your friends are listening to, and maintain your account via cloud so it can travel with you.

How extraordinary is it that we live in world in which a music library of 15 million tracks is available at the click of a button, wherever you are?

It’s the same in this business. In the old days (last year?), our work was all about interruption. But today, the toolbox is filled with countless options for actually creating connection.

Think about that for a moment. Whether you are a nonprofit or a marketer or a business owner looking at this from the side of brand, or an individual looking at it from the side of the consumer (and we’re all both at one time or another, aren’t we?), connection is a wonderful goal with a consequential outcome. Connection offers a meaningful exchange—and getting a bit dramatic, but still— isn’t connection the point of life?

I’m excited, everyday, to find new ways to connect brands and causes to the people who will embrace them, to those whose lives will be enhanced because of the connection. I think it’s one of the most beautiful things about our world right now.

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