If Tiger Woods
were to interview
MADE, here is
how we’d answer
Tiger Woods Hey guys, thanks for taking the time. So, here’s what I’d like to know: MADE is an “Agentur für Markenkommunikation”. What is “Markenkommunikation”?
Hey Tiger. Thanks for asking us. So, “Markenkommunikation” isn’t a specific type of communication. It’s more an attitude toward communicating. Everything we do relates to the brand. We don’t just want to make noise and grab attention. Each step has to be justified in terms of the brand. That’s the way to build a consistent identity. Got it?
Isn’t that what every communications agency does?
No, it’s what every communications agency should do! But most of our competitors only focus on attention, reach, likes, clicks, hugs, whatever. Sure, those are important too. But often the attention they attract centers on the campaign and not on brand identity. That’s missed potential.
And how do you take advantage of that potential?
Through comprehensive design. We develop a visual and textual language. Building the brand then becomes a tool for communicating individually to different target groups. Every activity, every story is rendered in this language. The result is a single, readily recognizable voice across all levels of communication: packaging, signage, corporate communication, internal communication, and so on. Big image – strong identity.
That sounds a little like reading tea leaves. Seriously guys, how do you create a corporate identity?
(laughs) First of all, we’re more the coffee-drinking kind of guys. Secondly, in creating a corporate identity, we follow a tried-and-tested four-step process: analysis, strategy, concept, implementation. Like a par-4 hole, and you always go par.
No birdie? Never?
No birdie and no boogie, sorry Tiger. Always 4 steps.
Finally, who or what is MADE?
MADE is a corporation founded in 2013 by Adrian Glatthorn, Alexander Weis – both designers – and Georg Gadient, strategic consultant and CEO of the agency. Together with our team of experts and astronauts we aspire to create surprising and meaningful design solutions. If you’d like to know more about us, meet us for coffee!
Thank you guys.
Thank you Tiger!
Für die elfte Ausgabe der Swiss Music Awards holen wir die Stars aufs Cover. In der Tradition der grossen Covershoots von Magazinen wie Rolling Stone und Esquire inszenieren wir die Künstlerinnen und Künstler ausserhalb der Komfortzone. Mit Baschi, Manillio, Trauffer und Stefanie Heinzmann engagieren sich vier Schweizer Musikgrössen aus unterschiedlichen Genres und Geschichten für die Awardshow 2018. Die Kampagne läuft während zwei Monaten schweizweit und multimedial.