The Only Way is Up

A brand needs to stir up emotion to grow. To achieve this, two stages are required: the first is carefully crafted strategy – the ability to identify, refine and create the brand promise and the polished brand story. The second stage is translating the brand story into bold language that will become the brand fingerprint, will tie all the touchpoints with the target audience together, and will spark the desired emotion and experience at each specific touchpoint. The brand language should include the set of rules and principles that define the brand’s boundaries as well as the playground in which playing, evolving and growing can take place.

Design is an entire world of its own, but if we focus for a minute, its role is to generate the desired emotion within those who are in contact with it. It can be packaging, an applicative interface, a billboard or any other medium. In design, just like in advertising, to trigger the desired emotion in consumers, you need to experience it through their eyes. To touch a brand, you need to shake off the studio perspective, experience the brand and feel its vibe in its natural surroundings: the mall, the grocery store, the market, the bus, the street, the mobile phone or the laptop. As per this concept, we developed work methodologies to refine and perfect the creative process, including improv design, which gained recognition in the international design world and filled us with pride (and quite a few trips overseas).

Getting someone to discuss your brand with someone else, that’s what advertising is all about. Achieving this goal successfully in a world overrun with endless stimuli, content and thrills is infinitely more complex and challenging. Even with one or two successful campaigns under your belt, how do you keep the flame burning over time? And how do you maintain a differentiated language that people associate specifically with your brand? Luckily for you, we are not a conventional branding firm. Our solutions integrate the world of branding and advertising starting with the strategy, through to the design and the technology, all the way to customer management. From TV to print, to signage to digital and social.

An additional specialization we acquired in the past few years is branding for the high-tech world, an environment with its own unique set of rules. While the “regular” branding world communicates through emotion, in the high-tech world, the product is at the heart of everything, and the language is functional and speaks in data, numbers, features and additional terms which, supposedly, have nothing to do with creative. We believe that the product actually harbors the emotion as well. You just need to delve into the product, where all the secrets and clues are hidden away, including the heart, and unleash them. This perception led us to develop the Open Heart methodology, the compass which guides us through every high-tech branding process