Archive for the ‘Culture’ Category
New website for artist Celina Saubidet
Our sister company VIRTUALTRIP Digital Branding has just put the finishing touches on a new website for the talented artist Celina Saubidet. The website is aesthetically minimalist in order to highlight the dynamic shapes and bright colors that characterize Ms. Saubidet’s work. Check out Celina’s new site here!
Advertising Gets Personal
[Photo: courtesy of Julian Bedel]
In one of the more memorable scenes from the movie Minority Report, based on the cult science fiction novel by Phillip K. Dick, a series of consumers walk through a mall where individualized advertisements materialize in front of them, reacting to an imperceptible computer scan of their retina.
This five-second scene in the move produced a considerable reaction. ‘Is this the future of advertising?’ we all wondered. Now, more than ever, that’s beginning to look like an affirmative.
Liberty’s…What?
Pentagram visits FORMA
Today we at FORMA were lucky enough to be visited by the lovely Eva Green of Pentagram, New York. She brought us some amazing gifts in the form of three books: “Pentagram” (or, as it’s often called, “The Pentagram Bible”), “Pentagram Marks,” and “Pentagram Papers 40.” Anyone in the branding business will tell you these books aren’t widely distributed — in fact, they are pretty hard to come by…so we feel privileged to have our own personal copies!
Borges & the Re-interpretation of Literary Concepts in Branding
There has always been a close link between literature and branding. First, and most obviously, both rely upon the use of word-manipulation to create a certain impression. Different words convey subtly distinct shades of meaning, and in both forms, interact with the reader in a pre-calculated way. Secondly, literature is a shared cultural phenomenon – and effective brands often mine this collective aspect to gain access into the hearts and heads of their target audience. In this vein, certain authors and texts work better for branding, and are referenced over and over again by companies looking to reach consumers. One such example is Argentine author Jorge Luis Borges.
Porsche y Citi en una Muestra de Arte
FORMA clients Porsche, Citi and Pulenta Estate unite in a creative co-branding campaign in honor of the harvest holiday Fiesta de la Vendimia. The event was held on-site, at the Pulenta Estates vineyard in Mendoza.
Known Entities: Cultural Stereotypes & Branding
[Photo: courtesy of Julian Bedel]
Defining a brand essence is a creative process which is simultaneously challenging and rewarding for the brand strategy agency. Contrary to what many people believe, developing a brand name and personality is not simply thinking up something “no one’s ever done before.” While this tactic may work for some of the more abstract forms of technology (think: Google), in most cases a brand name must resonate with the target audience. This means it must be familiar enough to be attractive: to incite good associations in the mind of the consumer. The difficulty lies in choosing a name and a personality for the brand that achieves these objectives without swinging too far the other direction and playing to overused stereotypes and cliches.
New website for Virtualtrip
We are working on the new website of our sister company Virtualtrip. It will be up and running soon.
Virtualtrip creates digital brand strategy solutions, as well as designs websites, internet applications and digital media for a broad range of clients.
