One of my all time favorite blog posts, is from one of my all time favorite bloggers, Richard Hunington and his digital think-pad Adliterate. In this post he points out that it makes more sense to divide the labour and craft of creating advertising not by the medium of delivery (TV, radio, newspaper, radio, outdoor, online, etc.) but by the medium we work in as spelled out by the slide.
This approach always made a lot of sense to me, especially as one makes sense of all things digital or interactive as they can and do live in all four quadrants. But most importantly it is a simple approach that respects the specific craft and talents of a creative person. It allows them to be a specialist at what they do and love, but allows them to transcend traditional mediums , channels, disciplines or whatever you call them in your office.
As such it was intriguing to come across an agency that has set themselves up in this manner - Moving Brands. Their verbiage is different Richard's but of the same spirit. Thought this was worth sharing to show another way of looking at the same idea. It is a straight lift form their site:
Static reel
Static assets do not move: logo, business cards, letterheads and so on. At Moving Brands we believe that all brand assets should evolve from one inclusive and complimentary creative process. Seeing the brand as a moving, dynamic, living entity means we can come up with solutions in print that are both unique and consistent with other media assets.
Moving reel
From Mnemonics (moving, onscreen
logos) to longer film work, moving assets are central to the creation
of a successful identity. Moving is not just motion, it is also
emotion, and that is why moving assets can truly bring a brand to life.
Sonic reel
Whilst sonic assets are subtle and
delicate, they are also powerful and adaptable. Informed by a sense of
emotion, sonic assets can encapsulate a company's brand values, whilst
their subliminal qualities can strengthen brand awareness and
associations across a wide variety of applications.
Responsive reel
Static, moving and sonic assets can
all also be responsive (e.g. a website whose appearance reacts to a
users unique profile/ customer history). Responsive assets interact
with their audience and environment, they are adaptive and reactive,
and they too can help bring a brand to life.
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