The brand shows that a unique mythology and narrative is a powerful tool to bring people into the vision, from farmer to finance, CEO and collaborators. With this tightly defined language, Zegna can invite brand partners to play with these codes without losing who it is. Zegna has codes of emotions, movement, even a type of light they want to own. ![]() Creating a unique mythology gives the brand DNA beyond visual codes. Own your own codes, language, and actions evoke feelings and desire. Shift the language of desire towards new ideas. SEE ALSO: How to Build a Tattoo-Worthy Brand Shifting the strategic conversation from evidence towards making strategies emotive, compelling and actionable. Using ‘what if’ provocations to open up new initiatives. Provoking and challenging the brand’s role in the world with a lens that also looks generations ahead. Then, recontextualising these to be future-facing, considering how they meet culture and relate to societal needs and the future path of the business. ![]() Immersion in the brand and its history to define the truths that make it unique. Several learnings can be taken from this project: And they own their narrative with a visual language that blends tech, desire, and purity.Īnother example is Italian fashion label Zegna, who we worked with to develop Born in Oasi Zegna, a brand platform which not only roots the brand in where it came from, but places the values that inspired it at the heart of future projects and its global community. They set a compelling vision: ‘We’re creating products from CO 2 to extend life on Earth’. The company has pioneered technology to mimic photosynthesis, taking the world’s most abundant pollutant, CO 2, and turning it into a resource. They are shifting the languages of desire through provocative products such as their carbon-positive perfumes, capturing the imagination. ![]() A case in point is Air Company, who make sustainable aviation fuel from CO 2. And through brand transformation work, we as an industry can help them do it in the most impactful way possible. The ambitious plans are meant to serve as a guide and a call to other firms to take decisive action.īrands can’t stand apart from change, they have to drive it.īrands should be embedding technology, purpose and ideas into every part of their experience. Radical, utopian, and visionary, this is a way of rethinking the way in which the world divides up its resources from first principles. The self-sufficient and carbon neutral Vollebak Island in Nova Scotia was developed in partnership with the British clothing brand as the ultimate showcase for Ingels’ ‘Plan for the Planet’. His climate-positive waste-to-energy plant in Copenhagen doubles as an urban ski slope. As the pioneer of ‘hedonistic sustainability’, he shows how visionary design can answer some of the world’s biggest challenges whilst still being playful, simple, and even fun. SEE ALSO: Anti-greenwashing Efforts Could Be the Opportunity Your Brand Is Looking Forĭanish architect Bjarke Ingels inspires us by dreaming big and carrying forward so many future positive ideas through painstaking discipline. We should all aspire to be good ancestors and show future generations how we rose to the challenges of these times of radical change. The most successful brands will be those that choose to harness culture, innovation and humanity in order to create a positive impact on the world. We’re at a tipping point, yet it is also full of creative opportunities. More and more of us are recognising that in our high-velocity short-term culture, there is a lack of concern for future generations, who face threats from environmental collapse to out-of-control AI technologies. What happened to that radical positivity – that sense of collective progress and warmth? The funny thing is, today, we’ve got all the tools and information in front of us to make changes that previous generations could only dream about – clean tech, biomaterials and a hyper-connected world are meeting a dawning collective sense that we can all do better. “We have the opportunity and responsibility to make the world a little more like our dreams.” – Bjarke Ingels The period fired the imaginations of radical utopian architects like Archigram, who rejected the modernist straightjacket and conjured fantastical visions for better living through bold manifestos, projects and designs. The Sixties and Seventies saw the first moon landing, hippies, rural communes and environmentalism, anti-war protests, the civil rights movement, and women’s liberation.
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