DESIGN

Title	Author	Date
How Design Thinking Can Enrich Marketing & Business Innovation Innovation is key to competitiveness in the global economy. But, too often this so-called “innovation” is just a rearrangement of an existing offer (a “renovation”), or it fails altogether.	Added Value	2012
Press Play to Innovate The past year saw many companies place more emphasis on innovation as retailers placed greater pressure on brands in mature categories to justify their existence.	Nick Foley	2011
Studio Culture What does the culture of your studio contribute towards creativity?	Jason Little	2011
Are today's design students fit for purpose? Article from newdesign magazine arguing that art schools should take a more disciplined approach to teaching	Stephen Bell	2011
Behind The Scenes: Color Strategy Landor’s design director offers his tips on the color trends for 2010.	Jack Bredenfoerder	2010
Eight Principles of Design Published by Landor Sydney as a booklet, this piece outlines some design fundamentals.	Mike Staniford, Nichola Dearn	2010
Crowd Control: The Rise of Crowdsourcing How marketers can empower consumers to influence the identity of their brands.	Ben Chandler, Nick Foley	2010
Citizenship Branding Why aligning your brand with social and environmental practices creates a virtuous circle.	Scott Osman	2010
Blue Is The New Green Landor Design Director Jack Bredenfoerder answers questions about changing trends in color.	Jack Bredenfoerder	2010
Nice Package: Six Principles of Good Packaging Design Landor's Design Director Ben Chandler on what makes a great piece of packaging.	Ben Chandler	2009
Running The Show At Fitch After orchestrating G8 summits and Olympic ceremonies, Lois Jacobs faces a different set of challenges at the helm of Fitch.	Alexander Garrett	2009
Good Research Drives Great Design Research is too often seen as the adversary of design, yet in truth it should be an integral part of the design process. By involving researchers at the outset, and structuring their contribution appropriately, you can gain consumer insights that will inform – and validate – the most creative design.	Susan Nelson, Mary Zalla	2009
Creativity Is Not An Option Business leaders recognise the value that creativity contributes towards brands as iconic as Apple, Google or Virgin, yet they are reluctant to act upon this conviction, argues Jim Prior of The Partners in this article for the London Times.	Jim Prior	2009
Special-edition Packaging: Packaging Desire Special-edition packaging can transform the ordinary into something truly desirable.	Ben Chandler	2009
Designed To Impress A selection of eye-catching recent work from Group companies.	John O'Keeffe	2009
Who Dares (To Design) Wins Brands matter, and never more so than today. In the escalating din of global choice and competition, brands are the most effective way of cutting through the racket to reach people's hearts and minds.	Peter Knapp	2009
How Not To Name The path to a trademarkable brand name is steep and treacherous. Curvy, too. Fortunately, help is here. The six tips offer suggestions for what you shouldn’t - and most importantly - what you should do to get on the most direct path to a winning name.	Anthony Shore	2008
Ideas Driven Design We live in what is described as a five-second world and the choice for consumers is getting bigger and broader. Today's consumer is better informed, more sceptical, less loyal, and harder to read. Brands that don't touch consumers in a personal way are on shaky ground and any brand that resembles the one next to it is taking the first step to becoming a commodity. Too many brands follow the same rule book and simply become formulaic. Formulas don't deal with emotional need.	Mike Staniford	2008
Beauty Is In The Eye Of The Beer-holder Packaging is not confined to the no-nonsense wrapping of products these days; it can be a valuable tool to raise the brand's status, says Anthony Swart, CEO of The Brand Union, Africa.	Anthony Swart	2008
Creating Great Design Takes Guts The word is out: Great design delivers great business advantage. Design is being increasingly leveraged to move and shape markets, attract customers, and help differentiate among competing products and services.	Mary Zalla	2008
Effective Package Design Product packaging has the potential to be one of the most effective means to communicate directly with consumers and drive bottom-line growth. However, many brands lack a vital ingredient for success: a unique personality that creates an emotional connection with consumers.	Landor	2007
Packaging Must Pack A Bigger Punch It used to be standard operating procedure for consumer goods to keep package design static for six years or so. But now we're seeing major renovations to a rapidly multiplying number of brand-name bottles, bags, boxes, and cartons. Why this incredible shift?	Allen Adamson	2007
Active Design Retail design, both packaging and environments, must do more than capture a brand – it must engage consumers and play a part in closing the sale.	Jonathan Dodd	2007
Future Sense According to research by Millward Brown, it is estimated that by the end of 2008 over 35% of Fortune 500 companies will adopt the concept of sensory branding. Of the five senses, the sense of smell is by far the most powerful yet also the most underexploited medium through which to connect brand and consumer. Welcome to the world of 'scent-sory' branding.	Stephen Bell	2006
Spontaneity And Process Karl Elliott of FitchLIVE argues that the core business activity of a profitable design agency is convincing clients to invest in designing a new product, retail outlet or brand identity.	Karl Elliott	2006
The Designer's Cut This short essay investigates the role that process plays in design, simultaneously arguing that the ‘spontaneity’ of creativity is, to some large degree, an illusion; and also that making the process more explicit is a growing trend and one that offers real benefit to designers.	Karl Elliott	2006
Thinking in Colour Marketers develop brands as complex analytical propositions, yet consumers tend to digest them in a more direct, sensory mode. Charles Wrench describes how visual positioning techniques can be used to foster brand integration.	Charles Wrench	2004