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Branding

Branding

Due to long-established, habitual relationships with Google, Microsoft’s search engine, Bing, suffered from perpetually low penetration and relevance with influential audiences. To help break the Google habit, Droga5 sought to create an actual product demonstration of Bing’s benefits that would catapult it into culture. Identifying the launch of Jay Z’s autobiography, Decoded, as the perfect partnership opportunity, Droga5 created an interactive game experience that put every page of the book in a different location, based on the content of the page. Bing allowed fans to discover the book in real-world locations and try to be the first player to compile it. The campaign created a media value two times the investment, generated nearly one billion media impressions and increased Bing’s market share to the highest percentage since its launch in 2009.

Branding

Key packaging trends for the year 2012-13

Branding, Web Design

As the Design Director for Obama’s 2008 campaign, Scott Thomas led a now-historic political campaign, in which branding, design, and the web played a truly pivotal role. Likening the experience to “building an airplane in flight,” Scott talks about the creative’s need for triage, the crucial role of incremental design improvements, and the importance of getting back to the hand and keeping things simple.

Branding

Michael Bierut talks about his mentor Massimo Vignelli, how the internet has changed the way we do design work in the 20th century and what makes a logo endure.

Branding

Graphic artist Malcolm Grear, of Malcolm Grear Designers, one of the top design firms in the world, describes his life and motivation as an artist and designer. He is one of the twelve artists chosen for NetWorks 2010, an art exhibition platform designed to highlight the accomplishments of Rhode Island artists. Malcolm Grear Designers created the visual identity for Visual Magnetics. In the video, you can see Malcolm Grear sketching on some of the concepts for the identity.