Last week I had lunch with a friend who works in hospitality branding for a large chain. As she sipped on her raspberry lemonade, she confessed that her job was much easier 10 years ago, when her primary responsibility was ensuring that the brand’s guidelines were meticulously followed by all its properties around the world.
What drives successful strategy and design? How does Landor produce inspired ideas for some of the world’s largest global brands? This year, we’re sharing the inner workings of our studios around the world through our Inside the Studio series. We’ll speak with some of our top strategic and creative minds, asking what it takes to produce innovative, effective, award-worthy work. Up now: Landor Mumbai’s managing director, Lulu Raghavan, and design director, Hiren Dedhia.
It’s not just a world of absolutes. Change is the order, a borrowed gene, a distortion that’s not about to disappear. People and the phenomena are both changing rapidly, switching, jumping into what they like, jumping out of what they don’t. Brands used to be absolutes. Wholesome but stubborn, resistant to the slightest of changes and averse to adapt.
But working with the change, rather than resisting it is more important than ever. Read on.
Brands aren’t static posters on the highway of human history. They have the power to change, mutate, respond, and interact with human beings. When a brand establishes new promises to serve its audience better, its story needs to be told. So Kangaroo Kids Education Limited (KKEL) approached Landor for help sharing its story with the world.