Brand DNA: Theatre for the Senses

GREAT FESTIVALOF CREATIVITY

20 - 22 May 2014Istanbul

BRAND DNA:THEATRE FOR THE SENSESSir John SorrellChairman, London Design Festival

Julian ThomsonAssistant Design Director at Jaguar

Turgay AdiyamanSaffron Brand Consultants, Turkey

JAGUAR DNA: A THEATRE FOR THE SENSESJulian Thomson Advanced Design Director – Jaguar Cars

Design communicates a products values, what it does and who it is for………

Design should tell a story…

Design tells the customer a story…

Brand success

X350

XJ40XJ6 Series IIXJ6 Series I

X300 X308

1968 1973 1986

1994 1997 2004

Brand success

1960 1982 Gucci became PLC 2014 Gucci collection

60’s 80’s Today

Heritage can be your greatest asset or your biggest limitation

Staying relevant

Saab 99

Saab 9-4X

Balancing your true values against the mass market

Staying relevant

A design philosophy is not a collection of visual cues

Cutting edge Glamorous Sophisticated Indulgence

JAGUAR DESIGN PHILOSOPHY- SAME AS IT EVER WAS……

Unique and desirable – an emotional connection

Which direction should we go in?

The Future

NEW MARKETS – CHINA RUSSIA EMERGING MARKETS – BRAZIL AND MIDDLE EAST TIME IS LUXURY

WORK/LIFE. MY CONNECTED WORLDENVIRONMENTAL RESPONSIBILITY

EFFICIENCY, ETHICS AND WORLD LEGISLATION

What are the future global challenges…

NISSAN MICRA5YRS £1.5 BILLION

We are now designing Jaguars you’ll be driving in 2025

AIRBUS A38011 YRS £6 BILLION

Scale of projects

How to create that same energy in a modern context

A Spontaneous and Creative Environment

How to create that same energy in a modern context

The design process - CAS 3D visualisation

How to create that same energy in a modern context

The importance of Artistry and Craftsmanship

How to create that same energy in a modern context

Dan Dare, Back to the Future………

So what does the future look like

Art of travel

Futuring or brand values

Art of travel

Futuring or brand values

Experience

SKETCHES SHOW VEHICLE CX 75INSPIRATION

Futuring or brand values

Craft

FORMING THE ALUMINUM SHOW CAR CX 75THEME SKETCH FOR THE TURBINE BAY

Futuring or brand values

Understated Luxury

STEALTH WEALTH INDIVIDUALITY QUALITY & CRAFTSMANSHIPMOVING AWAY FROM OVERT BRANDING

The changing luxury market

We are still the same………..true to our values

Experience & Personal Service

OUSTANDING SERVICE & ECOMMERCE EXPERIENCE IS THE NEW STATUS SYMBOL MEMBERSHIP & SENSE OF BELONGING

The changing luxury market

We are still the same………..true to our values

The new wave of global design

EAST INFLUENCING WEST DESIGNED IN CHINA NOT MADE IN CHINA JAGUAR STUDENT FUTURE INSIGHTS

The changing luxury market

MA Cross Discipline Student Entries

8 TEAMS FROM M.A VEHICLE & TEXTILE DESIGN DEPARTMENTS

TO DESIGN A JOINT EXTERIOR AND INTERIOR FORM STUDY TWO WEEKS TO CONCEIVE AND PRESENT DESIGNPROPOSALS

8 WEEKS TO CREATE SHOW PIECE, DISPLAYED AT LONDON'S CLERKENWELL DESIGN WEEK

Creating a future design vision

Winning Entry: Ewan Gallimore & Claire Miller

STUDY OF LIGHT SOPHISITCATED AND MODERN COLOUR PALETTE SCULPTURAL VOLUMES, BESPOKE MATERIALS & VISUAL LIGHTNESS

Creating a future design vision

Finished Model

Creating a future design vision

Window Pieces by Mortiz Waldemeyer & Fredrikson Stallard

LIGHT SCULPTURE

Creating a future design vision

Window Pieces by Neri&Hu and Mathieu Gustafsson

CARBON FIBRE PET TRANSPORTER

Creating a future design vision

Window Piece by Jaguar Advanced Design

MARBLE

Creating a future design vision

JUST BLENDING IN LIVING IN THE PAST CHOKED BY OUR HERITAGE

Heritage can be your greatest asset or your biggest limitation

Building the brand

JAGUAR XJ THOMAS HEATHERWICK OLYMPIC FLAME HOUSES OF PARLIAMENT

A constant reinvention

Building the brand

We are still the same………..true to our values

Building the brand

Thank You - Julian Thomson - Advanced Design Director – Jaguar Cars

SAFFRON BRAND CONSULTANTS:ON BRAND DNA

Turgay AdiyamanSaffron Brand Consultants

What is the Brand DNA?

Brand DNA is an idea

1899―

Today―

Argentina, 2013

Tomorrow?―

authenticity

creativity&courage

For freedom

For change

For Change

For Change

For Origin

For being human

For provenance

For Old and Contemporary

authenticity

creativity&courage

Brand DNA is an idea…

An idea to anchor the difference

Iconoclasm

An idea to anchor the difference

Iconoclasm

Product

Environment

Our approach

Clarity

Who You Are?

Courage

What You Want to do?

Behaviour

Communication

A few more examples

Nude, Turkey

Nude

Nude

Let’s Talk

A1, Austria

A1 Telekom Austria

Eurovision, Conchit-A…

authenticityclarity&courage+a few guidelines

A few guidelines

1. What do you stand for?

A few guidelines

1. What do you stand for?

2. Who do you talk to?

A few guidelines

1. What do you stand for?

2. Who do you talk to? And who do you listen to?

A few guidelines

1. What do you stand for?

2. Who do you talk to? And who do you listen to?

3. What do you say?

A few guidelines

1. What do you stand for?

2. Who do you talk to? And who do you listen to?

3. What do you say?

4. How do you say it?

A few guidelines

1. What do you stand for?

2. Who do you talk to? And who do you listen to?

3. What do you say?

4. How do you say it?

5. Where do you say it?

A few guidelines

1. What do you stand for?

2. Who do you talk to? And who do you listen to?

3. What do you say?

4. How do you say it?

5. Where do you say it?

6. How do you manage it?