Monthly Archives

June 2017

Award Work

Landor Group company ManvsMachine takes home gold Cannes Lion for Nike Air Max

June 29, 2017

​Go lighter, go longer.

ManvsMachine, a Landor Group company, won gold at this year’s Cannes Lions International Festival of Creativity for its work on Nike Air Max. In this metaphorical exploration of air and the negative space it occupies, ManvsMachine portrays the Air Max 2017’s ultralight support and maximum comfort through a series of visual metaphors inspired by scenarios encountered on an everyday run.

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Work

Fundamentals of great design: Courage

June 27, 2017

Effective packaging is a crucial part of the marketing mix for CPG brands, and it is only becoming more so. Your package is one of the most fundamental aspects of your brand, second only to the product and the product experience itself. So if package design is so important, then it must be important to leverage the best design for your brand. But where do you start? As with all things, you start with the fundamentals.
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Culture Work

Landor Mumbai welcomes the Global Team

June 15, 2017
Landor Global organized a storytelling event in Mumbai, for its senior management from the network. With the global team’s presence in our city, we took this opportunity to warmly welcome and closely interact with the team and our clients through an event that we hosted on 9th May 2017, at our Mumbai office.

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Thinking

How branding can help humanise our megacities

June 12, 2017

Along with the rise of megacities is the rise of equally mega developments. From East London to Guangzhou in China, huge faceless canyons of concrete and glass are springing up every year that dwarf what we are used to: a sense of human scale. City growth is of course, a prerequisite of urban development, something that’s been going on for thousands of years. We can’t stop it, but how do we adapt to it?

The answer is to break these architectural jungles down into something to which we can relate. There is growing demand for a more profound sense of territorialism to our urban environments—a new age of tribalism, if you like—and in order to meet that challenge we must create stronger and more distinctive regions, territories, places, districts, boroughs, and landmarks.

The rate of city growth today means that leaving it to organic progression, where it is driven largely by local citizens, is no longer realistic. A more robust, civic approach is required, with place branding principles at the heart.

Manageable segmentation

Place branding is of course nothing new. In fact, it’s an ancient art. The Old Quarter, Down Town, the High Street, the West End, the town square, the market place, Soho, Dumbo, NoMa: all are examples of how society breaks down the scale of a city into manageable, human entities by which we navigate our lives.

Developing these local brands can go far beyond simply giving them a new logo or slogan, although these can also be worthwhile. What really differentiates a place are the subtle urban details we notice as we walk along the streets: the benches, the street lamps, or the directional signage.

Over time, these tangible elements become synonymous with a place and help to differentiate it. Branding can play a crucial role here too and, if done right, the design can blend with and ultimately enhance the organic character of a city borough.

Melbourne and Vancouver are perfect examples of cities adopting a robust strategy to creating stronger identities, drawing millions of tourists and fostering a sense of local pride for citizens. Both often feature in lists of the world’s most liveable cities.

And despite its relatively small size, Barcelona is also capitalising on its growing brand strength, recently being named the world’s sixth most valuable city brand. Part of Barcelona’s strength is the vibrant and distinctive identities of its districts, from the old charm of Barri Gòtic (the Gothic Quarter) to the bohemian cool of Gracia.