Peter Clarke, CEO & Founder, Product Ventures and Marcus Hewitt, Chief Creative Officer, Product Ventures talked about holistic design.
Holistic design is well out thought out and considers all things: addresses business objectives, customer needs, environment, aesthetics, it is unified, memorable, purposeful.
Brands fail when they are not holistic.
When they camouflage the brand
When they are too many cooks, competing with one another
Frankenstein: too many perspectives, agencies
Blending into the crowd
Brands do well..
When their packages are holistic and tell a story
Single minded powerful image
Be honest, pure
Less is more
Engage the senses
What is needed is interdisciplinary expertise to make sure the design is holistic.