On this last morning of FUSE 2014 in Chicago, Anthony Sperduti, Co-Owner & Creative Director, Partners & Spade took the stage to talk to us about design as narrative.
Etsy, Google, JCrew, Instagram, Conde Nast, Sephora, and Target are just a few of Partners & Spade’s impressive resume of clients.
“Humans are really wired to navigate the world through storytelling,” Sperduti explained. “It’s amazingly powerful tool if you are a marketer or a designer.”
So, what is a brand’s most compelling story? According to Sperduti, here are some ways a brand story becomes compelling:
- A story is compelling when they surprise.
- A Story is compelling for the brand when they lead to discovery.
- A story is compelling for the brand when the story can be told countless ways.
Partners & Space has also learned a unique story makes a unique brand. It’s common sense, but it is important to hold on tight to that and recognize that, according to Sperduti.
It is important to ask the question, ‘Is the story being retold?’ “This is the hallmark of any good story, which is the hallmark of any good brand,” said Sperduti.