The world is changing. We are rapidly evolving away from a marketplace ruled by mass culture, to one filled with a riotous patchwork of specific niches. Not long ago, one-size-fits-all communications, branding, and products stood at the top of the heap. Whether it was the Big Three TV networks, Top 40 Radio, or products designed for the Average Jane, traditional marketing and branding sought the widest spread and the largest customer base. But in 2014, these bastions of lowest common denominator thinking are slowly crumbling, thanks to the increasing fragmentation of media, culture, and interests. And these fragments — whether you call them tribes, micro-communities, or niches — have powerful potential for organizations, brands, and marketers.
Musings: For Love Or Money?
Wonderful, inspirational thoughts from Neil Gaiman, addressing students at the University of the Arts in Philadelphia:
“Nothing I did where the only reason for doing it was the money was ever worth it, except as bitter experience. Usually I didn’t wind up getting the money, either. The things I did because I was excited, and wanted to see them exist in reality have never let me down, and I’ve never regretted the time I spent on any of them.”
Happy Holidays From Hexanine!
As the year is winding down, we’re just now getting some time to reflect on the last twelve months. It has been another amazing whirlwind of a year, filled with peaks and valleys, great projects, amazing clients, new friendships, late nights, brain-searing ideas, and equal measures perspiration and inspiration.
Before 2013 comes to a close, we would be remiss if we didn’t wish you all a happy holiday and great new year — hopefully filled with friends, family, laughter and some time off to reboot for all that 2014 promises to be!
See you again next year!
Heritage or Garbage? 10 Thoughts on Reclaiming Old Brands
Occasionally we’re asked to partner with organizations who are looking to revive an old brand, resuscitate a product, or reclaim dormant intellectual property. Sometimes it’s for a brand new venture, or it’s a company rummaging through its archives for untapped assets. These behaviors can make a lot of sense, because typically, someone else has already put money, time, and effort into making that brand a recognizable one. The math seems deceptively easy: on paper it looks simpler to breathe life into an older brand than starting with a blank canvas. Some firms have even built their business models around reviving these castoffs. But it’s not always that easy.
Musings: Eames And Ignorance
Great thoughts on how ignorance and genius collided in the work of Charles and Ray Eames. The quote comes from the wonderful documentary, “The Architect and the Painter”:
“Sell your expertise and you have a limited repertoire. Sell your ignorance and you have an unlimited repertoire. He was selling his ignorance and his desire to learn about a subject. The journey of not knowing to knowing was his work.”
- Richard Saul Wurman on Charles Eames
Tim Interviewed About Art of Atari
“The game-playing wasn’t 100 percent of the experience. Part of what made the world complete was the artwork that conjured up this other place. I wasn’t sitting in my living room anymore; I was on this desolate planet or in space. And it was mostly because of that art.” – Tim Lapetino, quoted at The Verge
I have written before about my love for Atari, and how it morphed into a career and passion for design. It’s funny how some influential moments keep echoing throughout one’s life. I had the great privilege to be interviewed by The Verge’s Andrew Webster about the art of Atari, alongside some of the great artistic talents behind Atari’s amazing package illustrations. I am in great company, as some of the others interviewed for this story are now friends of mine, including amazing Atari artists Cliff Spohn, Steve Hendricks, John Enright, and Susan Jaekel. Definitely worth a read for another look behind the packaging of those great retro games.
Musings: The Successful Logo
Our short musings on design, branding, business, and the human condition.
“Well-designed logos are the work of the designers. Successful logos imply the company’s use of the logo.”
-Per Mollerup, quoted in Steve Heller’s interview at The Atlantic.