Praxis Design

Website of Neil Goldberg

  • NEIL GOLDBERG
    • SPEAKING OF DESIGN
    • PROJECTS
    • VENTURES
  • DESIGN CONSCIOUSNESS
  • WRITING
  • CONTACT

Jacques Rossouw on Brand Design @ Hult DSN 328

November 12, 2020 by Neil Goldberg

One of the most significant ways in which design practice has changed as we have shifted the way we think about design and expanded the design franchise into unlikely places, is in the distinction between “strategic” and “tactical” design. Nowhere has this been more thoroughly expressed than in brand design. People still confuse particular artifacts – logos for example – with the broader strategic body that it forms a part of – a reputation system know as its “brand”. Or as Jacques describes it “the promise a company makes to its customers”.

In an engaging presentation to my “Design for Business Leaders” class at Hult, Jacques draws out this distinction with examples from the work he has done at the Voicebox agency, and a deep dive into the case of Naked natural juices for Pepsico.

 

Share this page:
fb-share-icon
Tweet

Filed Under: Uncategorized

 

Praxis Cycle Icon_small-01
Design is how we give form to our intentions.

By design we create a world that is adapted to our humanity. These are my musings - about design, design thinking and the design consciousness that drives them.

RECENT POSTS

  • From Design Thinking to Design Consciousness – Student Reflections
  • The Torah of Design – The Mishkan
  • Wise Design Leadership
  • A History of Design Consciousness – A Lecture @ Hult International Business School
  • I Couldn’t Have Said it Better
  • Tom Williams on Design Research
  • Maria Giudice on Design Leadership
  • Jonah Becker on Design on the Executive Team @ Hult DSN 328
  • Jacques Rossouw on Brand Design @ Hult DSN 328
  • Design for Business Leaders. A Course at Hult International School of Business

EMAIL NEWSLETTER

Sign up to join the conversation.

Praxis Design
CONTACT:
Neil Goldberg
Berkeley, CA
USA
© 2014 - 2021 Praxis Design. All Rights Reserved

Copyright © 2023 · Parallax Pro Theme on Genesis Framework · WordPress · Log in