AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact

Becoming more valuable through purposeful design

SAVAGE THINKINGTM

HELLO!

I’M ROBIN TOOMSPrincipal, VP Strategy at Savage

• Designer MBA• Brand Innovator• Change Agent

HELLO!

I’M ASHLEY RUNDALLArt Director at Savage

• B.A. in Advertising and Design• An Eternal Student• On Purpose Designer

HELLO!

THINKING MAKING

THE THINKING & MAKING CONTINUUM

HEAD HANDTHINKING MAKING

HEAD HANDTHINKING MAKING

HEARTPURPOSE

WHY WE NEED TO DESIGN DIFFERENTLY

WE ARE NOT DESIGN FACTORIES

No, it’s not as easy as 1-2-3.

WE ARE NOT SEENAS VALUABLE

When companies cut costs, design and marketing are usually the first to go.

IT’S EVEN WORSE WHEN WE DO THIS TO OURSELVES

Design critique sites often focus on critiquing the execution rather than the strategy.

New logo? Game on!  Graphic design criticism is now a spectator sport, and anyone can play.

Rebrands fail when people don’t understand “why”

WE HAVE THE ABILITY TO HELP PEOPLE CONNECT

THE BETTER PATH – SAVAGE THINKING

reframe the problem

reframe the problem

reframe the problem

reframe the problem

reframe as purpose

reframe as purpose

reframe as purpose

reframe as purpose

reframe as purpose

reframe as purpose

connection with purpose

HEAD

HEAD HEART

OUR GOAL IS TO INSPIRE PEOPLE TO TAKE ACTION

INSPIRE VS. MANIPULATEIf you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea. Antoine de Saint Exupéry

“Count on Carter’s” Tagline and Campaign

Nike’s “Find Your Greatness” Campaign

TOM’s “One For One” Purpose

BASF “We Create Chemistry” Purpose

SAVAGE THINKING FOR DESIGNERS

CHALLENGE THE TRADITIONAL ROLE OF THE GRAPHIC DESIGNER

DESIGN HAS THE POWER TOALIGN PEOPLE TO PURPOSE

CREATE WITH PURPOSE AND YOU WILL BE MORE EFFECTIVE AND VALUABLE

QUESTIONS?ROBIN TOOMSrtooms@savagebrands.com

ASHLEY RUNDALLarundall@savagebrands.com