DNA, STORYTELLING, (NEARLY) PERFECTING THE PERSONA.
It was a beautiful day out here in Portland today. 73º and sunshine.
At 8AM there was an optional lecture on design DNA and how to set up a brand for success that can be kept up. We looked at Jordan Brand DNA and how the design of the product was driven from a set of brand truths. After the DNA lecture we broke apart for a couple of minutes before morning meeting.
Do better than yesterday: Patience
Goal for today: Productivity
Book of the day: The Map of Innovation – Kevin O'Connor. A step-by-step guide to bringing an idea to market.
Quote of the day: "You can fail at what you don't want, so you might as well take a chance at doing what you love." – Jim Carrey
Website of the day: hypebeast.com
Bruce Lee Complete Creative Thought: Instinctive Movement. In design, you cannot be rigid or pre-determined. Turn, move, and go.
Bruce Lee Creative Process Thought: Consistently exceed your level. You have to keep going deeper and getting better. Do not settle.
Bruce Lee Creative Consistency Thought: Discipline. "I fear not the man who has practiced 10,000 kicks once. But I fear the man who has practiced on a kick 10,000 times."
After morning meeting we met for a lecture on product storytelling. The lecture was opened with an entertaining video called "Fresh impressions on brandmarks," featuring descriptions of logos by a five-year-old. It was definitely an eye opener to first impressions of branding and how difficult it is to shake them. The great question was asked, "How do you engage consumers?" The answer: appeal to their emotions. And how do you do that? With senses (Cinnabon, Movie Theatre Popcorn, Tiffany Blue), creativity (Disney World's Hidden Mickey Mouse Logos, Air Jordans, the Rapid Packaging Container, Louboutins), and accidents (Disney World's Pin Trading, eBay's name, Banned Air Jordan I).
After the storytelling lecture concluded we grouped up to discuss with our teams.
My group discussed the specific consumers that the footwear designers are trying to reach. We focused on being meticulously specific about each one of the consumers. We also were visited by E. Scott Morris, a former Nike and Reebok footwear designer. He currently designs for Under Armour here in Portland. One of his most popular designs is a signature model for Emmitt Smith, the Reebok ES22.