It's no secret, we love brands and what better day than today to share our own love stories. For some it's a short but passionate affair, for others it's a slow, smouldering romance, here are Team Truth's 2017 loves. Spread the love peeps.
It’s the summer of 2005 and I return from a girly weekend in Madrid to my husband and soon-to-be founder of Truth. I’ve been happily working in client services, learning my craft at McCann Erickson before a two-year stint at what became Gyro International. Darren is currently senior designer and head of typography at McCann Erickson. He’s at the top of his game and respected industry-wide.
Not too long ago capturing professional-looking images was a elitist pursuit of those with an expensive SLR and later a DSLR. Then the iPhone came along. And yes, there were digital compact cameras long before, and there were even other camera phones before the iPhone. But the first iPhone changed everything, particularly the apps, and more specifically Instagram. Instagram combined the basic human instinct of showing off on social media with the ability to turn an average shot into a masterpiece.
Some people are quite open about it. Some shout it from the rooftops. Some deny it and remain in the closet. But, I know that everyone has a brand they love, and what fascinates me most is the reasons why. Is it the product? Is it the Service? Is it the way they make you feel? We all have our reasons.
With this in mind and with Valentine’s Day fast approaching I decided to ask the Truth team which brands they are feeling the love for this year. Here is what they said.
The human race's reliance on technology is nothing new. I know this. Calculators are used for basic sums. Sat Navs replace the need for any sort of map reading ability and of course these concepts serve to make our lives easier but they're making us lazy and they're making us forget that we could actually perform these simple tasks without the assistance of machines. But then why would we want to when the technology is there to do the thinking for us?
I strongly believe that great design is achieved by great people collaborating towards a common goal, and great clients get great design because they are part of that great team. The point I am making is that clients should see themselves as the facilitators of great design. A great client values design and understands its role within a business, it empowers progress and inspires people along the way. A great client can really affect the process in a positive way, with the decisions they make shaping the strategy and defining the journey.
A thought leader is an individual or firm recognised as an informed opinion leader, and the ‘go-to’ person in their field of expertise. They are not only the trusted sources that move and inspire others; they turn ideas into reality and know how to replicate success.
Rewind 4 years and I'm leaving uni with liver on the brink of failure, but a head filled with ambition, I'm leaving uni with 89 other communication design graduates, from a university that's one of the 130 higher education establishments in the UK. A few quick sums tell me that's a hell of a lot of competition for a coveted design role, a role that I've just spent more money than I've ever seen learning how to do…
The valued support of our amazing clients and peers has elevated us to the dizzy heights of the No.7 on the Elite Agencies Table which means we are not only ‘excellent at what we do’ but we are also highly valued by our clients. This is clearly reflected by our position of 3rd on the Client Satisfaction Table. It is this number that really means the most to us, with client satisfaction and personal service being our priority.
Your brand mark (or logo if you prefer) is the face of your brand, the thing people relate to, they either like your face or not. Yeh, ultimately it’s what’s inside what counts, and that is where ‘Brand Experience’ comes in. But, as we all know, a good first impression is vital, so your face needs to fit. As brands get older they pass through many stages of their life.
Many modern brands have become mini-religions or achieved cult status. Social media has allowed brands to offer themselves up to be worshipped.
Brands have followers, fan pages and every retweet effectively makes you a preacher for your brand of choice.The passing of the collection plate has been replaced by subscription fees, and baptism by loyalty schemes as brands encourage consumers to commit and to spread the gospel of their brand.
On a recent car trip my six year old son, Dylan, recently pointed out to me that he recognised a Sainsbury’s store, ‘because Sainsbury’s is orange’. Being a brand whore this intrigued me and I decided to quiz him further on other brands, and more specifically supermarkets. What colour is Waitrose I asked? ‘Green daddy, dark green’, he replied. ‘And Morrisons?’, ’Yellow daddy, and green too, but just a bit’, he replied. Asda? ‘Green’. Marks & Spencer? ‘Dark green as well, I know because grandma goes there’.
As the age-old professional saying goes ‘never work with children or animals’, a mantra I have managed to stick to over the past 15 years despite actually having a very fond attachment to both now. It’s probably a well and truly justified piece of business advice, as nothing ever goes to plan with a whole host of potential issues to deal with from tears and tantrums to pooing and peeing.
It amuses me (and baffles me) how little understanding so many people have about the role of designers and design agencies. I have been asked so many times – but what do you actually do? So I want to explain one of the most important ways in which design agencies support businesses – through growing and developing brand identity.
Gone are the days of mass produced communications, with mailing list volumes in the hundreds of thousands. Our digital capabilities are now far more sophisticated, and we have developed means of reaping valuable consumer insight, with clever ways of communicating to our customers instantly. But that doesn’t mean print is dead. Printed matter, when used correctly can reinforce and elevate any brand. Here are a few ideas on how to make print work for you.
“A PR agency called Truth, that’s an oxymoron isn’t it?”
I get asked this question A LOT. And courtesy calls for me to nod and laugh politely but the truth is (there’s that word again) it perfectly represents everything we stand for and have since our inception.
Somebody asked me recently if their website should have SEO in it. (Or ‘Essy-Oh’ was actually what was queried). My answer was of course ‘Well, yes’ (obviously). After all there’s little point having a website that isn’t optimised (or Essy-oh’d - a term I am now rather fond of); it would be rather like writing a book and not putting it on Amazon.
Truth was appointed to deliver AJ Bell’s annual conference in London. The conference for 2014, aimed at financial advisers, provided an opportunity to hear from some of the industry's most respected commentators.
GC Aesthetics CEO Ayse Kocak talks about her views on women in business. Ayse is the first woman in the world to head up a breast implant manufacturing business and is passionate about supporting women across the globe to make more informed decisions about what breast implants they choose.
As a creative director I get to cast my eye over my fair share of portfolios from fellow creatives and I am often asked for my opinion on the contents. Lately I have found myself increasingly at a loss for words as I attempt to sugarcoat my response. The reality is; I am often left deeply saddened by the amount of students and young designers that simply neglect typography and don’t actually know an ampersand from their elbow.