Brand Tracker

Welcome to the automated Brand Tracker diaries.

Croatia

Benjamin Simon and Dirk Schuster: Technical Skill is the Foundation. Taste Makes the Difference

Brand: XBOX

Campaign: Xbox Design Lab Originals

Source: https://www.media-marketing.com/intervju/benjamin-simon-i-dirk-schuster-tehnicka-vjestina-je-osnova-ukus-cini-razliku/

Goal: To create a distinct visual identity for Xbox Design Lab.

Claim: Technical skill is the foundation; taste makes the difference.

Media: Visual content in various formats

Summary: Benjamin Simon and Dirk Schuster, co-founders of the studio FOREAL, discuss the importance of a recognizable creative identity in a visually saturated industry. They highlight their success with the Xbox Design Lab Originals campaign, which won seven Cannes Lions, including the Grand Prix for Creative eCommerce. They emphasize the need for ongoing creative evolution while maintaining their distinctive style and identity.

Global

TBWA Launches New Global Visual Identity with Craftsmanship

Brand: TBWA

Campaign: Global Visual Identity Launch

Source: https://www.resume.se/kommunikation/varumarke/natverket-byter-utseende-vill-lyfta-det-manskliga-i-ai-eran/

Goal: To present a new adaptable visual identity emphasizing human craftsmanship amidst increasing AI integration.

Summary: TBWA has launched a new global visual identity designed to adapt to various local markets. The updated identity features handmade expressions, new typography, and a broader color palette, intending to highlight human-centric creativity in an era of growing AI integration within the creative industry. The redesign includes a return to serif typography and emphasizes a more spontaneous visual language, moving away from overly staged portraits to a more authentic and lively imagery. The new identity allows regional offices to customize elements for local markets, bridging TBWA's historical ethos with modern design elements.

branding creative design human craftsmanship visual identity