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Through a wide survey of successful brand campaigns, "Big Brand Theory" allows readers to identify what gives a brand weight and power. Ian Lynam, a Tokyo-based multi-disciplinary designer, frames the work with the concept of "design thinking." He points out that he is increasingly called on to advise on products as much as to create the aesthetic information surrounding them. He argues that in the art of manipulating desire, aesthetics can’t promise quality and deliver a cheap product. Authenticity can only be achieved when a branding concept touches every part of the product.
The examples of brand campaigns are divided into chapters: Lifestyle Goods and Services, Food & Drink, Fashion, and Culture & Promotion. Fashion is a sizable chapter and includes Asian brands and campaigns likely unfamiliar to the American consumer.
The featured designs include:
The design firms that produced this work are represented in the index with a short blurb about their company and their web address. For those interested in starting a career in graphic design, especially as applied to the fashion industry, this list is a unique collection of companies leading through innovative creative work from around the world.
Reviewed by FIDM Library Staff Member Caroline Bautista