Brand Futures Scenarios white paper (writing)

Brand Futures Scenarios white paper (writing)

I lead the initiative, with Davis Masten, within the AIGA Brand Design community to apply Scenario Planning techniques to the area of branding. In particular, we have published a Brand Futures White Paper (PDF) that summarizes our findings so far. This material is also being presented to both the IDSA (at their annual design conference in July 2002) as well as the AIGA Expeirence Design community (at their annual summit, also in July 2002). A proposal to make this materials into a visual and inspiring book ahs been completed and awaits a publisher’s interest. This material is an ongoing development process and the scenarios explored so far in these meetings (and described in the white paper ) include the following: Economic Nirvana In world economies, whether due to new priorities, technologies, understandings, or cooperation, the vast majority of people are now able to meet all subsistence needs (shelter, food, healthcare, work, education, etc.) and have, for the first time for many of them, something called leisure time and new opportunity to pursue other interests. How does this effect the development of global brands? Or, local ones? Do brands face more competition or less? Does everyone become more or less brand-conscious? Does increased prosperity increase the quantity of brands? What about the quality? Economic Peril The world economy suffers a tremendous collapse. Whether due to lack or resources (or accessibility), too much demand, insecure speculation, or political conflict that destroys the carefully balanced and orchestrated coordination of trade between countries, all monetary systems are severely devalued and a majority of people have problems meeting subsistence needs. Do people even worry about “brands”...
Azure Wellness System (design, production, and strategy)

Azure Wellness System (design, production, and strategy)

I was the creative director for this nutriceutical company. I wasresponsible for all of the print materials (posters, catalogs, forms, etc.) as well as the packaging, identity, and all aspects except for the design of their website. 2000-2004 This nutritional supplement packaging was designed with the following goals: To make the packaging as inexpensive as possible since the user group is very price-conscious as most are on medical disability and have no regular income. Despite the low cost of the packaging, it needs to exhibit a validating sense of quality and potency. Our market research showed the concerns of our audience: Our customers didn’t want the impression that the packaging was elaborate or costly. They also didn’t respond well to packaging that seemed folksy, organic, or nature-oriented. Our customers were tired of their medicines and didn’t want their nutritional supplements to remind them of more medicine. Our solution included the following elements: Because the products are ordered online and over the phone and are never sold in a retail setting, we chose bags instead of boxes for the products with individual packs (to accommodate daily amounts with different pills). These bags were much less expensive and much less wasteful than traditional boxes as well as easier and faster to affix labels (directly printing labeling on the bags and bottles will be implemented when the company’s sales warrant the investment). Large, simple letters serve as identifying logos that distinguish each product in the system while forming a family of signifiers. These letters appear on all product literature as well as the side of the bags, allowing customers to identify different products from...
Multimedia Demystified/Demystifying Multimedia (design, writing)

Multimedia Demystified/Demystifying Multimedia (design, writing)

ISBN: 0-679-75603-5 Demystifying Multimedia was commissioned by Apple Computer to become the source for information about the process of creating multimedia products. We concentrated on describing the process and roles involved with any interactive experience and left the descriptions of tools and commercial software to other books. This organization and selection of material has made it a timeless resource for helping readers find their way in a rapidly changing industry. This book was specifically designed to translate easily into color print and interactive CD-ROM editions. The book has been adopted as the industry standard for developers, producers, and readers who are interested in learning more about multimedia. It is also in the classrooms of multimedia courses at San Francisco State University, UCLA, University of Texas, University of Washington, University of Maine, and Helsinki’s University of Industrial Arts. Sadly, we had no control over the cover or the colorization of the book when it went to Random House. 1994 Participants: Nathan Shedroff: Writing, Editing, Art Direction, Information and Visual Design, Illustration, Production Ken Fromm: Writing, Editing J. Sterling Hutto: Writing, Production, Project Management Henri Poole: Production, Content Expertise Mark Beaulieu: Writing, Research Chris Okon: Writing, Research James Cottle: Photography Kathleen Egge: Illustration, Production Randy Haykin: Client In brainstorming this book’s possible organization, we determined many valuable ways of arranging the content including, by process (the steps in creating a successful product), by role (the responsibilities and skills needed), and by project (the types of products that could be built). We settled on the idea of organizing the book by our development process but built indexes to the book from the point...
CRUSH application (creative direction and design)

CRUSH application (creative direction and design)

CRUSH is a unique hybrid product for marketing professionals that combines the tools of productivity software with the rich narrative of a content “title,” as well as the learning process of a training program. This is a tool for marketers to explore the market and competitive environment for their products and services and develop strategies for positioning it more effectively. It is fundamentally a tool for doing “real” work and is intended to be used repeatedly as the market changes and for different products and services. It is a synthesis of the concepts and process of Regis McKenna, an internationally recognized authority on Marketing, and reflects his approach to Environmental Analysis, Competitive Analysis, and Positioning. Users of this product finish with not only a well-developed marketing plan, goals, and well-design reports, but most importantly, a rich understanding of the present market and its inherent connections. In this way, they are being trained in this process while using it for their work without the experience of typical, hypothetical “training courses.” There are case studies and anecdotes to refer to at every point that explain the importance of each step and the relevance to real world examples. 1993-1995 Participants: Henri Poole: Project Management Nathan Shedroff: Information, Interaction, and Visual Design, Production Brooks Cole: Visual Design Kathleen Egge: Visual Design, Production Don Brenner: Programming Cody Harrington: 3D Modeling and Animation Hands On Technology: Client The design reflects the nature of the information, tasks, and processes as well as the assumptions of the audience. The division of the small gold buttons from the spheric gray ones is deliberately attempting to differentiate functions. In this case,...
Delphi Online Interface Prototype (design)

Delphi Online Interface Prototype (design)

When News Corp. bought Delphi Internet Services, they asked us to build a prototype of what the service might look like. This was long before the Web and the state of the art was 1200 bps downloads over phone lines. The interface was built to organize the wealth of what would be on the service while performing as fast as possible. It looks hopelessly simple by today’s standards but it was the state of the art at the time.   1994 Participants: Nathan Shedroff: Interaction, Information, and Visual Design,...
MBA in Design Strategy Website (design)

MBA in Design Strategy Website (design)

I started the MBA in Design Strategy in 2007 and one of the first things we did was launch an external website to inform people of the new degree. It included a lot of resources, with references to related degrees, and a Design Strategy Market Index. The site is still live, now in its second...