Brand

The beginning of May always marks another anniversary since I joined Cargo, it starts with that momentary panic as the Linked In notifications start piling in and I’m not sure why. However this year has felt very different, with the current situation we find ourselves in it is certainly more a time for reflection than celebration.

Imagine being shoved in a house with a bunch of strangers and being expected to couple up with someone based on little information other than how they look. Chances are after a couple of days you're going to realise that you're not compatible. The same goes for your brand. It's not just about how it looks on the surface or first impressions.

With a huge summer of sport reaching its pinnacle with the Olympics & Paralympics just around the corner, I wanted to take a good look at the how their branding has been developed into what we will see for almost a month and a half through August and September.

We have recently embarked on a project for our longstanding client Making Research Better. After we originally delivered some print materials and a website, they came to us with the new challenge of individually targeting their Ophthalmology patients.

Last week, Google announced the evolution of its identity which included a complete rebrand that, in Google’s own words, ‘embraces an expanding, multi-device, multi-screen world’. They also state that the rebrand is necessary to make Google more accessible and useful to it’s users. In fairness to Google, that is as good a reason as any to undertake a rebrand, although in doing so they did send the design and digital world into a frenzy.

We have recently been involved with the launch of Point Blank Cold Brew Coffee. A new caffeinated product that is less acidic than standard coffee and is sugar free, fat free, has no carbohydrates and is also very low in calories.

The photo-editing tool Adobe Photoshop has reached it’s 25th birthday this week and to celebrate they have launched an advertising campaign featuring work from artists and iconic movie images that used Photoshop. Some examples include Avatar, Gone Girl, How to Train Your Dragon 2 and Shrek.

We work with a number of great photographers at Cargo. Each have their own specific skillsets or niches. So when projects come along, you have to be able to use the right person for the job. We have been admirers of John Donoghue for a long time, but the right projects have never come along to enable us to work with him. Until now.