01 Apr '14It's April Fools' Day! Some of us got pranked by the public transport system, or rather lack of it, on our morning commute to the office, others read ridiculously unconvincing stories in the media and the rest saw great brand engagement based around this day of tomfoolery.Brands who (yes, who - because brands have personalities) want to nail customer engagement techniques should always keep these golden nuggets of wisdom in mind:- customers are people- people are emotional- people have emotional connections with friends- friends influence friendsThe above insights to effective brand engagement are so core to the extent that we felt they deserve a mnemonic, PEFI (People - Emotion - Friends - Influence).If brands want to engage with consumers then they have to become their friends. The beauty of 'real' consumer engagement lies in it's value exchange. Consumers want to connect to brands that match their personal values and aspirations, which enhances their brand experience, and brands see this impact in their profit margins. There is an indubitably high correlation between real emotional engagement and positive consumer behaviour, sales and profitability.Here are some brands who ☺ we felt kept it PEFI and managed to engage consumers with on-brand April Fools' pranks.
19 Mar '14
With the Koneksie team in Amsterdam and the ARK team in Kenya, we sometimes need to have a virtual toast with real liquid communication.
25 Feb '14
The process behind logo creation is often oversimplified. The most recognisable logos such as the Nike Swoosh may look simple but there's nothing simple about what goes into creating how effective they are. The most successful brands sell more than products and services they also sell the big picture behind their brands, logos should do the same.
Whenever a client approaches us to create a logo or evolve the one they already have, we aim for a design that communicates. We revert to the brand's strategy for creative direction, there has to be a plan based on logical thinking. This is where the logo starts to take shape, both metaphorically and literally.
Shapes take a main cast role in the play of logo psychology, along with colour and typography. Often, brands and designers get trapped into designing on aesthetic value alone, risking a logo disconnect - aka disaster. But if you hit that sweet spot between aesthetic value and concept based on brand attributes, that's logo heaven.
Some of the brand identities we've created:
The focus of this brand is mothers and babies, while keeping in mind the community at large. Circles in logos project a positive emotional message, they can suggest community, love and unity while curves are largely associated with a feminine nature.
Helix trains its clients how to progress and increase the efficiency of their digital finance services. Triangles trigger association with stability and precise logo shapes combined with straight lines impart professionalism, efficiency and strength - qualities that most would look for when it comes to businesses dealing with their finances.
Zuku was the first brand to bring 3 play to Kenya. Exciting, dynamic, new technology. The pod shapes combined with bright colours communicate fun, dynamic and casual. Soft and rounded typefaces largely give a youthful appeal. The bold lettering has a more masculine edge which creates a gender balance when combined with the female inclined curves of the pods.
19 Feb '14
Back in 2008, we shot a TV ad for Zuku as part of the launch campaign.
The first assistant director was a lovely lady who was very energetic, bringing a lot of fun on set. She chatted up the cast and crew, making evryone happy as she went about her business of making sure this was a great shoot for all. And yes it was.
Here's to wishing Lupita Nyong'o a brilliant career ahead.
And here's the ad she helped direct.
04 Feb '14
Last October, Safaricom picked ARK's Allan Gichigi as one of five photographers to travel the country and capture images of daily life in Kenya for its 2014 calendar. Out of 12 images selected, 5 were by Allan!
Yesterday, the Sony World Photography Awards also took note of his talent and shortlisted him for this year's awards, in the split second category, for one of the images he shot for Safaricom while in Kisumu. The image features a fisherman called Morris casting his net at dusk at Hippo Point.
May you bag the big one Allan!