A New Conversation on Brand Design | R/GA Creative Directors | Jennifer Vano and Augustus Cook

27:44 326 views 92% Published 9 months ago

Jen is the head of a new Verbal Design practice (it is at the intersection of Copy and Strategy; entirely proprietary). She works with brands to design the way they use language from Naming to Brand Voice to Communication Themes. She has previously spoken at Adobe’s 99u and RDG’s DesignThinkers.
Augustus began his career at JKR Global in London and moved to New York to support the growth of the company’s US flagship office. He subsequently joined R/GA NY in 2015. For nearly a decade, he’s overseen and reimagined multiple global brand and identity projects, working with industry leading companies including Google, Nike, Verizon, PepsiCo, ABinBev, Unilever, AdCouncil, and Walmart.

"The top-down approach to building brands is not built to make today’s brands -- with today’s demands -- successful. Now, a brand can’t just be story-driven; a brand must connect story and system: what it says to what it does. But to build a Connected Brand, something else must change: the perception and role of language. When we ask ourselves new questions about words— not just “What line works here?” or “How can I wordsmith this?” but “How can this idea, represented by these words, inspire a whole world?” — how we think about, create and connect with brands is redefined."

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