Shaping roles

September 22, 2014
The third of seven trends we gleaned from Vogue's September issue.
Heather Ingram
based in Landor Cincinnati

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A little mystery goes a long way—this year’s September issue proves androgyny can be alluring. A boxy overcoat with minimal makeup leaves you wanting more.

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Inspiration images:

Giorgio Armani: Fall campaign 2014
Bally: Fall campaign 2014
Equipment: Fall campaign 2014 


1. Balenciaga: Cable Shopper M Patent Leather Gray
2. French Connection: Leather Combo Cut Away Coat
3. Tom Ford: White Patchouli
4. Emporio Armani: Tuxedo Trousers In Cady
5. Fendi: 2jours Bracelet
6. Fendi: Goldmine Flat Boot 

55006D1_Fashion In Action _Blog Post _hi 01D-02-04 

All images copyright of their respective authors. Permission being requested.

Category: Customer experience

Legend and lore

September 19, 2014
The second of seven trends we gleaned from Vogue's September issue.
Heather Ingram
based in Landor Cincinnati

55006D1_Legend And Lore _Blog Post _KG02-02

Escape the mundane and come explore worlds not sewn from reality. Layer after layer of luxurious detail weave opulent tapestries. This fantastical garb is more than just fashion; it’s storytelling. 

55006D1_Legend And Lore _Blog Post _KG02-03

Inspiration images:

Dolce & Gabbana: Winter 2015 campaign
Gaultier Paris: Vogue in Paris article
Roberto Cavalli: Rita Ora performing ad 


1. Alexander McQueen: Ivy Embroidery Knuckle Box Clutch
2. Balmain: Embellished Leather Sleeveless Coat
3. Etro: Silk Maxi Dress
4. H&M: Multistrand Necklace
5. Sergio Rossi: Atalia Embellished Suede Ankle Boots


55006D1_Fashion In Action _Blog Post _hi 01D-02-04 

All images copyright of their respective authors. Permission being requested.

Category: Customer experience
The Vogue September issue is the most anticipated, influential fashion edition of the year. We perused all 856 pages and picked up on seven notable trends. We are proud to share them with you. We will be posting them all this week, so be sure to check back to see them all.
Heather Ingram
based in Landor Cincinnati

55006D1_Fashion In Action _Blog Post _hi 01D-02-02

Activewear is a knockout. Designers are questioning stereotypes and conventions, stepping into the ring with a fresh perspective gained through hybrid thinking. Activewear has muscled its way into high fashion.

55006D1_Fashion In Action _Blog Post _hi 01D-02-03

Inspiration images:

DKNY: 2014 Fall Campaign
Chanel: 2014 Fall Campaign
Nordstrom: 2014 Fall Campaign for Chanel


1. Phillip Lim: Embellished Sweatshirt Skirt
2. Marc by Marc Jacobs: Small Moto Barrel Quilted Leather Satchel
3. H&M: Leather Jogging Pants
4. Chanel: Tweed & Lambskin Sneaker
5. Chanel: Perforated Zipped Lambskin Gloves 

55006D1_Fashion In Action _Blog Post _hi 01D-02-04 

All images copyright of their respective authors. Permission being requested.

Category: Customer experience
Insight tells us not what people do, or when, but why they do something.
Mary Zalla
Global President, Consumer Brands and Managing Director,
based in Landor Cincinnati

Effective packaging is a crucial part of the marketing mix for consumer packaged goods (CPG) brands, and it is becoming only more so. Your package is one of the most fundamental aspects of your brand, second only to the product and product experience. So if package design is so important, then it must be important to secure the best design for your brand. But where do you start? As with all things, you start with the basics. This is the first of a series of five blog posts that will identify the five fundamentals of great package design.

Empathy and understanding; the importance of insight

Undertaking a package design or redesign program can be a daunting and complex task. There are so many things to consider: the brand’s strategic and visual equities, brand architecture and positioning, various consumer segments, retail distribution channels, product integrity, materiality, and more. Where does the design process begin?

The answer: All design begins with insight—the first fundamental.

Design is an inherently empathetic undertaking in that it is almost always done for someone else. Designers want to understand what others are thinking and feeling and design for them, rather than being overly self-absorbed or self-interested. 

Insights are foundational. Insight is a focused understanding of a human emotion, behavior, or belief. Insight is really just a very astute understanding of people, or a group of people. Insights about people are key to understanding, and powerful insights accelerate good ideas that have the potential to drive brand and business value. 

Statistics and facts are similar to, but not the same as, insight 

In today’s risk-averse climate, marketers are under pressure to financially validate any program before it is launched. Because of this, many marketers elevate the importance of statistically viable facts (such as 67 percent of adults indulge in snacks at night) over true insights about their consumers. 

It is easy to see the appeal from a marketer’s point of view. It feels good to know that 67 percent of adults indulge in snacks in the evening. That one sentence contains information on a segment (adults), a behavior or habit (snacking), and a time of day (night). Even though these few words are chock-full of information, the same words are devoid of insight. Insights are more than observations or statistics. Insight tells us not what people do, or when, but why they do something.

Insight reveals the hidden truth 

Insights often reveal a hidden truth, which is one of the reasons they can be so valuable. This is an insight: “Adults snack at night to reward themselves after a challenging day—and then they feel guilty about it.” 

With this insight, I know not just what they do and when they do it, but also why. And I know how they feel about it. That’s powerful. Now I’ve got true insight into not only the behavior of my consumer, but also the motivations for the behavior and the feelings that go along with the behavior.

It’s not that the aforementioned fact is unimportant to marketers. It could definitely help inform a media buy. Buyers will know to weigh the buy toward evening hours when a large percentage of the audience is susceptible to a snacking message. This fact, however, is less informative from a design point of view, although the insight and the tension inherent in it will definitely inform the design process.


As human beings, we share insights

For brands, we very often look for insights that typify one target consumer group, but there are a few fundamental insights that almost all human beings share. An example is the notion that “I can pick on my little brother (or sister) all day long. But as soon as someone else starts picking on my little brother (or sister) we’ve got real problems.”

A few years ago, the successful temporary package redesign and promotional campaign for ROM, a Romanian chocolate bar, tapped into and leveraged this insight perfectly. Before the program’s launch, most Romanians, especially younger Romanians, were not feeling particularly patriotic. This was especially problematic for ROM, whose package design is the Romanian flag. Watch this video and see how ROM used insight to not only sell more chocolate bars, but also reignite feelings of patriotism among Romanians.

Insight is a transferable skill

Insight is not only helpful in a branding and design context, but also in life in general. Insight really is just understanding people, what makes them tick, their motivations, the whys behind their behavior, and how they differ. For instance, as the mother of two sons and one daughter, I know that boys and girls are different, they think differently and they behave differently.

This was never more evident than on a family vacation earlier this summer when my 11-year-old son began to interact and then play with another boy his age while my daughter and I lounged by the side of the pool.

After about two hours of splashing in the water and going down the slide, Elliot ran over to us and with a wide smile said “Mom, I made a friend in the pool!”

I replied, “I know Elliot, I’ve been watching the two of you play together for a while now.” Elliot smiled at me and then looked fondly toward his new friend, who was waiting for him in the pool. I then said, “By the way, what’s his name?”

Elliot turned back to me and absentmindedly asked, “What?”

I repeated, “What is your new friend’s name?”  

Elliot shrugged his shoulders and matter-of-factly stated, “I don’t know.” His little sister and I exchanged a glance, did a bad job of suppressing a perfectly synchronized chuckle, and simultaneously, though good-naturedly, rolled our eyes.  

Elliot immediately picked up on all of this, became defensive, squared his shoulders and squeezed his fists, and loudly proclaimed, “Mom! Who cares what his name is? We don’t talk. We just do stuff!” And he then stormed back into the pool to swim with Friend.

Elliot and Colin (I had to ask his mother his name) continued to have a great time “doing stuff” for the rest of our trip. And this eye-opening encounter reminded me how to better connect with all of my children. My sons Elliot and Lucas and I talk, but it is usually while kicking a soccer ball or tossing a baseball. My daughter Aziza and I certainly talk while we do activities together, but we also just talk. 


Insights are the first step of the design process

So in life as in design, insights are fundamental. Do not start any design process without at least one good insight, and challenge yourself to better connect with the people around you by being more insightful about them.

My next post will detail the second fundamental of great design, perception. After insight, perception is the second most crucial aspect to the business of design because all imagination and creativity begin with perception. Perception and creativity are linked by specific brain physiology. Perception is important not only in the creation of great design, but also in responses to it.

Keep an eye out for my next post!



Category: Packaging design

Try on the September issue

September 11, 2014
For one night, all our brands were fashion brands.
Jessie Zettler
Design Director,
based in Landor Cincinnati

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The Vogue September issue is the most anticipated, influential fashion edition of the year. While most peruse its 856 pages to inspire their wardrobes, we at Landor Cincinnati used it to inspire and activate select P&G brands.

Fashion is fast, so we took only eight days to interpret 856 pages into seven notable trends for our very special clients. We challenged ourselves to be agile, to think big, and to look at everything differently. We transformed our receiving dock into a rocking warehouse-style party with lights, a live DJ, bar with customized cocktails, massive digital projections, handcrafted t-shirts, and swag bags. Through original films, illustrations, 3D printed prototypes, and even a couple of live snakes, we exhibited our best, most nimble thinking for some of our favorite brands.

For one night only, our brands were fashion brands, and we all let ourselves imagine what could be as we tried on the September issue.

Sept Issue Event Post 01jz -01

Category: Innovation & new concepts
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