Mother Design

Check out New York Copy Lead Betsy Dickerson’s interview with The Subtext, where she discusses the world of brand writing, her circuitous career trajectory, and prunes. Read the article here: https://lnkd.in/ew2n_v28

"At the moment, AI has the most impact for us during the ideation and concepting phases," says Iain Acton, our Motion Design Director in London.   AI tools like MidJourney, ChatGPT, and Adobe Firefly have revolutionised the creative process by swiftly visualising ideas and enhancing the early stages of a project. These innovations save time and inspire unique, standout visuals, pushing creativity to new heights. Particularly during creative sprints, they help us generate distinctive images quickly, reducing hours spent searching for references on platforms like Pinterest and Are.na. This delivers a degree of efficiency that allows us to focus more on the creative development process itself.   Thank you Creative Bloq for including our comments. Read more about the future of AI in graphic design here https://lnkd.in/dhXV8gck   #AI #GraphicDesign #CreativeTech

Why do many brands struggle with their identity in the rapidly changing fashion world? Annabel Engels' latest article on Campaign US explores how some fashion brands are grappling with their image amidst evolving consumer expectations and ethical concerns.   "Brands must evolve beyond their initial appeal and align with the values of today’s conscious consumers," says Annabel.   Read the full story and learn how brands can redefine themselves to resonate and stay relevant. https://lnkd.in/esUVUusm #FashionIndustry #BrandIdentity #CreativeExcellence

Thank you Fast Company for covering our latest collaboration, which saw us tasked with crafting a new identity for air up®, the reusable water bottle brand, as it prepares for global expansion. The new brand identity explores the tension between our responsible adult selves and our playful inner children.   Our goal was to redefine Air Up's persona, focusing on creating a bold and dynamic visual language that truly captures the essence of the brand.    Creative Director Harry Edmonds explains, "By blending bold, expressive elements with a touch of whimsy, we've created a vibrant and engaging experience that speaks to both sides of our audience. Harnessing cutting-edge design tools and generative technology, we've pushed the boundaries to visually represent the concept of 'taste experienced through scent' in a tangible way."   Read more in Fast Company here: https://lnkd.in/egJ8XUWW   #rebrand #innovation #AirUp #creativity

In today’s competitive retail environment, it’s not just what you see or hear that counts, but also what you smell. Mother Design's Managing Director, Annabel Engels, emphasises the untapped potential of scent in building deep brand connections in an article for The Drum's Retail Focus. The distinctive fragrances of Aesop and Abercrombie & Fitch Co. stores, or the luxurious aroma of Chanel No. 5 aren't just pleasant scents; they are strategic brand elements that enhance customer experience and cultivate emotional bonds. From elevating in-store experiences to integrating scents in OOH platforms and packaging, brands can impact consumer behaviour and loyalty. As Annabel perfectly puts it, “Scent has the unique ability to create emotional connections and bring back memories, making it a powerful tool in crafting unforgettable retail experiences.” Cue our recent work for Marks and Spencer, which pioneered the integration of scent branding in a multi-sensory takeover of Oxford Circus Tube station. OOH posters releasing the evocative aroma of sun lotion, transporting commuters to an M&S summer paradise. In a world where brands continuously chase visual and auditory novelty, integrating a unique scent can transform interactions from mundane to unforgettable, setting a brand apart in a saturated market. What's your favourite scent-inspired brand experience? Share with us in the comments below. Whether it's a store, a product, or a campaign, we'd love to hear how scent has made a lasting impression on you. Full article seen on The Drum here: https://lnkd.in/eTP5NEaN  #ScentBranding #BrandExperience #RetailDesign #EmotionalConnection  

Thanks for the shout out, Creative Boom! Check out our new work for Netflix is a Joke!

We're honored to have our work for Fork & Good, Inc. shortlisted at this year's D&AD Awards. Thank you to the jury and our brilliant partners who are reimagining the future of food. https://lnkd.in/grtZcdcH

Earlier this week, saw the launch of a multi-sensorial takeover of the iconic Oxford Circus Tube station, as part of Marks and Spencer’ bold Summer campaign developed in collaboration with Mother Design and Mother.   In a first for London’s Oxford Circus underground station, the OOH print formats have been infused with the evocative scent of sun lotion using Global media’s Aromaco technology. This innovative approach enables the campaign to engage multiple senses, transporting commuters from the hustle and bustle to a sun-soaked M&S paradise.   Commenting on the campaign, our Partner & ECD Kirsty Minns said, "Taking a multi-sensorial approach to brand comms creates a more immersive and memorable experience. Scent is a particularly powerful tool in forging emotional connections and driving brand recall.”   Sound and music also serve as an important bridge to connect brands with audiences on an emotional level. Although the OOH takeover didn’t feature sound, the campaign’s TV spot features the global hit "Pump up the Jam" by Technotronic. The track itself, often deemed one of the best European dance tracks of all time, is intrinsically tied to the ads concept and execution. Our ambition was to ensure that its innate memorability would help extend resonance and recall, even in formats without sound. Long after the music has stopped.   Read more about this in Campaign UK here: https://lnkd.in/eV7_NPtr W/ Mindshare UK, Transport for London & Riff Raff Films #MultiSensorial #Branding #MarksandSpencer #OxfordCircusTakeover #CreativeCampaign

Few events in Los Angeles, California have a footprint as large as Netflix Is A Joke Fest, a live, 12-day stand-up comedy festival featuring 400+ artists performing 500+ shows in 35+ venues. Ahead of this year’s festival which just wrapped, Netflix partnered with us to create a new visual system for the event’s 2024 return. Check out the full case study on our website: https://lnkd.in/eSaNmwrf

Tone and messaging add a lot of nuance to a particular creative direction. They say the things a logo, colour palette, and layouts can’t. Besides, why pour over typefaces for weeks if the message they spell out is hollow?   Sarah Grech, our Copy Director, shared her views with Brandingmag in a recent article, ‘Saying it Right, Saying It Best’.   Some key takeaways Sarah shared included; - Research is key. You need to know your audience, your market, and what you (realistically) offer both. - You need to know your product inside and out. - You need to see what your competitors are up to, without trying to replicate them or simply avoid their missteps. - You have to have a good understanding of where culture is at right now. - Then, you get to your point of view. The distinct way you view your industry and your offering. This will help you connect with your audiences on a deeper level. Our recent work for the ebooks and audiobooks platform and app Everand, saw us look around at the current state of reading, books, podcasts, and the ways people engage with them. We noticed a few key things and connected them to what the brand could authentically give people. This led us to their position as the antithesis to book snobbery. It wasn’t about who you read or how many you read, “real” books vs. audio books. Productivity or posturing. It was about enjoying the stories you like, any way you like. What other examples of great tone and messaging come to mind? Let us know in the comments! #Branding #ToneOfVoice #Brandingmag #Everand #Storytelling https://lnkd.in/eF-4GdxB