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DAVID O’HIGGINS . BRAND WORK
© 2012 David O’Higgins
MILIEUBrand strategies frequently limit the potential of the very brands they presume to advance. This is
because said plans are often generic and so deficient in terms of being able to expose the hidden
opportunities companies need to grow their brands in unexpected and compelling ways.
Telstra Garuda Shazam
Passion?Innovation? Disruption?Connection?
Outer Wall
© 2012 David O’Higgins
OFFERI design strategies that are based on a much broader and deeper understanding of a brand’s business
potential. My work is to advance this potentiality across a spectrum of corporate and product
applications. In essence I offer companies a concrete way of re-evaluating and re-imagining what their
brands can be and how they might prosper. I rethink brands.
© 2012 David O’Higgins
VALUEMy approach to strategy and design has high appeal for companies who want to evolve their brands,
especially those who need to reinvent their significance as a result of shifts in their industries.
© 2012 David O’Higgins
APPROACHI engineer what I call Brand Singularities. A Brand Singularity is the distillation of a
company’s profound human purpose. A Brand Singularity originates as an enlightenment resulting
from the confluence of intellectual and intuitive inquiries into the essence of a company’s nature.
A Brand Singularity exposes the hidden business opportunities a company needs to grow its brand in
an unexpected and compelling way.
OPPORTUNITYBrand Singularities are glimpses of roads less travelled.
DAVID O’HIGGINS . BRAND SINGULARITIES
DAVID O’HIGGINS . BRAND SINGULARITIES
ALEXANDER MCQUEEN
Brand Singularity = Actual
To sew rebellion into the fabric of the fashion industry establishment
Industry . FASHION
Project . BRAND & ENVIRONMENT DESIGN
Agency . DAVID O’HIGGINS . 1992 – 2005 . LONDON . PARIS
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
Within 25 years, Alexander McQueen has grown from from zero business worth to achieve an enterprise value of $9 billion.
GARTNER CONSULTING
Brand Singularity = Actual
To discern order from complexity in the world of IT
Industry . IT
Project . BRAND & PRODUCT DESIGN
Agency . ENTERPRISE IG . 2005 – 2006 . NEW YORK CITY
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
Within 10 years, Gartner Consulting has grown to achieve an enterprise value of $7 billion.
ELEMENTAL ARCHITECTURE
Brand Singularity = Actual
To let the efficiencies of natural systems inform practice and principle
Industry . ARCHITECTURE
Project . BRAND STRATEGY & DESIGN
Agency . DAVID O’HIGGINS . 2006 – 2009 . NEW YORK CITY
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
Within 10 years, Elemental Architecture has grown from zero business worth to achieve an enterprise value of $10 million.
THE COOPER SQUARE HOTEL
Brand Singularity = Actual
To unite guests with NYC’S avant-garde cultural scene
Industry . REAL ESTATE
Project . BRAND STRATEGY & DESIGN
Agency . DAVID O’HIGGINS . 2007 – 2009 . NEW YORK CITY
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
Within 3 years the Cooper Square Hotel brand grew from less than zero business worth to achieve an enterprise value of $90 million.
UFFINDELL The Agency of Change
UFFINDELL
Brand Singularity = Actual
To reinterpret the meaning of profitability
Industry . MARKETING
Project . BRAND STRATEGY
Agency . DAVID O’HIGGINS . 2009 . LONDON
Role . BRAND STRATEGIST
Within 5 years Erika Uffindell has become recognized as a thought leader in corporate social responsibility.
QATAR LUXURY GROUP
Brand Singularity = In progress
To heed the call of the whispering Shamal
Industry . FASHION
Project . BRAND STRATEGY & DESIGN
Agency . DAVID O’HIGGINS . 2016 . DOHA
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
INNOVATION CAPITAL QATAR
Brand Singularity = In progress
To engineer a human continuum based on truth and beauty
Industry . FINANCE
Project . BRAND STRATEGY & DESIGN
Agency . DAVID O’HIGGINS . 2015 – 2016 . DOHA
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
Banking on Science
THE ROYAL BANK OF SCOTLAND
Brand Singularity = Possible
To become the ‘people bank’
Industry . FINANCE
Project . BRAND STRATEGY & DESIGN
Agency . UFFINDELL . 2009 . LONDON
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
.
GREENHOUSE 26 HOTEL
Brand Singularity = Possible
To subvert the tyranny of artifice
Industry . REAL ESTATE
Project . BRAND STRATEGY & DESIGN
Agency . DAVID O’HIGGINS . 2009 . NEW YORK CITY
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
WILLIAM GRANT & SONS DISTILLERS
Brand Singularity = Possible
To create fresh visceral pleasure for men and women everywhere
Industry . ALCOHOLIC BEVERAGES
Project . BRAND STRATEGY & DESIGN
Agency . DAVID O’HIGGINS . 2009 . NEW YORK CITY
Role . BRAND STRATEGIST . CREATIVE DIRECTOR . DESIGNER
GrantsThe Next Generation
Zero G
