First time I picked up a camera and started filming was a road trip to Barcelona.
In Ticketing providing tickets, printing and clever tech for iconic music venues, bands and festivals like Burning Man.
Through interviewing clients, customers and influencers I found a compelling hook for their brand; replacing their tech talk with the magic of experience and live music.
We then designed a clean and crisp identity that expressed the reliability and ease of use, together with a spark to represent the magic of experience.
In were my first brand client. I loved it – in at the deep end, learning lots and working in San Francisco and Portland, OR.
This is the first time I’ve ever seen Apple mention their supply chain.
Interesting to see how Apple talk about this too – framed in quality / accuracy / control of final product to support the positioning of the MacPro as a ultra premium workstation.
No mention of reducing product miles / boosting local economies / worker welfare, but let’s hope it’s a start for more local manufacturing.
This lovely green bike at the top left caught my eye at Spin London. Great name too: Rad’s Elegant Butcher:
It’s made by a company called Saffron Frameworks.
I’d never heard of the company before, but I had heard the names of the people they make bikes for:
Joe Birt the creator of coolest mountain biking sheep Mint Sauce,
James Grieg a popular cycling blogger and
Mike Hall – holder of the World Record for cycling round the world in the shortest time.
Suddenly I felt like I knew the brand. They were imaginative enough for Joe Birt. Had enough attention to detail for cycle love’s James Greig. Enough function for Mike Hall.
I found an old notebook today, which has this image on the cover: Cityscape I,(Landscape No. 1) by Richard Diebenkorn, 1963.
I first saw this painting in San Francisco MOMA way back in 1998. The shadows from the buildings on the left, falling over the road and on the as yet untouched green fields on the right. I’m not sure if it’s what Diebenkorn meant, but to me it is all about humankind’s impact on the environment.
It made a huge impression on me and was one of the reasons I wanted to work ‘for’ the environment. Funny how a painting can do that.
Brilliant identity for an innovation consultancy – a red bird that continually morphs into different positions.
See it in action at Finch15.com. I love the way it springs into it’s new shape each time, like a new idea forming. Great work by @tim_nolan
This is the first in a series of posts about brands I love. So it makes sense to start with Patagonia – the wisest and originaliest of green brands. The Buddha of sustainable brands.
I actually only own one thing of theirs. And that’s a bobble hat, albeit a bobble hat that as soon as you put it on transports you to being a ski bum in Aspen in 1978.
But I feel like the brand has been with me for ever.
I remember hearing about them way before seeing any clothes. Things like making the first fleece from recycled plastic bottles. Or reading that they train their staff in peaceful protest. And that they started 1% for the planet – the movement inspiring businesses to give 1% of their sales to environmental organisations.
The list of things go on.And it’s through those things that I got to know and love Patagonia. Not through their clothes. It was through their actions. I could never have seen a single item of theirs, but I’d still know the brand. Brand is what you do.
I remember feeling uncomfortable the first time I heard about the recycled fleece. Something was asking me how much I believed. If I was going to step up. Their shop for second-hand goods on eBay is asking me: are you true enough not to need the new and shiny? Brand is what you stand for. I love Patagonia because it stands for challenging ideas about saving the planet.
The idea at the heart of Patagonia is so strong that it can survive without product. A series of Patagonia lodges. An outdoor skills weekend. A march. A lifelong kit rental club.
It’s a brand that can go anywhere.
It all starts with doing what you love. That’s how you go the extra mile. Do great work. That’s how you tell a story that you care about. That’s why you stand out, people take notice, join you and stuff happens.
So many strong brands start here. It’s the only place a strong brand can start from.
Do what you love.
The Laundry was the first brand I ever created – a B2B recycling service for non-greenies.
We knew that small businesses in London found it really difficult to recycle. And they were put off by the worthy baggage that came with existing recycling services.
So we did things differently.
Ten years later The Laundry is still going strong. The one lesson I’ll always remember from those days is: Be Different.
Read about The Laundry on Treehugger.