On the day of the release of ChatGPT 4.0, OpenAI CEO Sam Altman tweeted “her”–a reference to the 2013 science fiction film in which an AI chatbot named Samantha, voiced by Scarlett Johansson, develops an intimate relationship with her human user. The tweet called attention to a new feature for the product: voice mode, allowing…
Welcome to another special episode of the Marketing Vanguard podcast. Today, host Jenny Rooney speaks with Mauro Porcini, svp and chief design officer at PepsiCo, to discuss the vital role of design in corporate innovation. Porcini shares his insights on how design creates value for consumers, the difference between design and creativity, and the importance…
Apple. Coca-Cola. Nike. McDonald’s. OREO. Liquid Death. These brands have built design systems that have seamlessly woven from product to campaign through the funnel. The systems have wedged into our minds, refrigerators, closets, desks, emails and TikToks. The need for comprehensive design thinking is undebatable in a world that has become increasingly global and digital….
Selling creativity in large multinational companies can often be a laborious challenge. There is always pressure from the C-suite to maximize return on investment. And that’s before we even get to the age-old subjectivity challenge–everyone in the business feels entitled to an opinion when it comes to a piece of creative work, whereas they’d rarely…
Did you know that you can study the science of packaging at Michigan State University in East Lansing? In the fall of 1952, Packaging was created at Michigan State University as an academic discipline in the Department of Forest Products. The Packaging program was science and mathematics based with strong components in business, sociology and […]
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When The Verge launched its redesigned website last September, editor-in-chief Nilay Patel admitted that the effort was motivated, in part, by a desire to capture readership from Twitter users fleeing the platform. One year later, the Twitter prediction has proven prescient, and thanks to new site features and ad products, people are coming back to…
Edward Ruscha is an American fine artist with something significant to say about pop culture and advertising. His work, which sometimes looks like an ad, also has something to teach the makers of pop culture and advertising. According to The Tate: Words and phrases are at the centre of Ed Ruscha’s work and first appear […]
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It’s no secret that the social media landscape is changing at a breaking speed. Instagram and TikTok are placing evermore emphasis on video, tweaking their algorithms to favor moving content over static images. Reels are drawing the lion’s share of attention in people’s feeds, and we’re yet to see the full impact of Generative AI…
Design plays a vital role in crafting meaningful experiences and driving innovation across industries. Whether it’s product, graphic or user experience, design is about more than aesthetics. Designers must grasp user needs, solve complex issues and ultimately create value. To explore design’s impact on consumer and business growth, we sat down with Mauro Porcini, svp…
Burger King, M&M’s and now Pepsi–each dropping the youth-focused identity they adopted in the mid-90s and opting for more definitive, classic identities. Gone are the days of flares, drop shadows, awkward type, faux spritz and claim overloads. Brands are reinterpreting themselves for the world today, receiving applause from not just the nostalgia-ists but the purists,…
In an innovative, relevant, and health-conscious move, Heinz Brazil is developing a proprietary “Heinz red” tattoo pigment using only non-harmful ingredients and making the ink available to tattoo parlors throughout Brazil. The action comes on news that color tattoo ink faces growing restrictions and outright bans in countries around the world. The European Union alone […]
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Right now, your refrigerator’s door bin might be home to some almost-off milk, a scattering of garlic bulbs and a jar of relish from 2022. Now, Unilever has actually made something useful for you to put in there: a “Smart Jar” that tells you if your fridge is at the right temperature. In 2019, the…
The Arctic Circle city of Rovaniemi, Finland is known for a few things: the mythical home of Santa Claus, stunning wintry landscapes and Modernist designs by influential architect Alvar Aalto. The latter two are the inspiration behind an unusual design project from electric car brand Polestar. The company reimagined a car showroom by building a…
After a difficult few years, our world still isn’t short of challenges. Amid global economic pressures, an escalating climate crisis, a war in Europe and increasing austerity, brands are meeting consumers where they’re at when it comes to design: in need of escape. Creatives are embracing visual styles that reflect both our chaotic social climate…
The challenge This summer, 4th Floor Creative was busy settling into Sony Music U.K.’s recently relocated London headquarters in King’s Cross. Preparing and completing any home or office move creates a moment for reflection, as one leaves familiar spaces and routines behind to discover new ones. Office space planning and design also offer insights into…
The upcoming fall tour of Pop Up Magazine will feature a slew of initiatives designed to make its performances accessible to the disabled community, an effort that aims to bolster both its reputational and commercial objectives. The publisher, which hosts a series of on-stage performances involving personal essays, humor and reporting, worked with the disability…
QR codes were one of the biggest comeback stories of the Covid-19 pandemic. According to Engine Insights, 76% of people have used them in the last two years, and 58% have grown more comfortable with using them since March 2020. The humble piece of tech has popped up everywhere from Super Bowl ads to restaurant…
As the U.S. economy grows more volatile, publishers have responded to rising demand for explanatory reporting by launching new editorial initiatives, designed to help readers navigate the financial landscape. Some, like The Washington Post, Barron’s and MarketWatch, have debuted new products that examine issues like inflation, rising gas prices and market irregularity. Others, like The…
D&AD has awarded its Black Pencil–the industry award show’s top honor–to campaigns addressing the gun violence crisis in the U.S., pandemic frontline workers facing post-traumatic stress disorder (PTSD) and diverse representation of skin tones. The awards body gave out five Black Pencils this year. Two of them went to Leo Burnett Chicago’s “The Lost Class”…
Instagram shared the details behind its new visual identity Monday, saying that its goal from the beginning of the process was to provide its community worldwide with an immersive and inclusive experience by focusing on accessibility and legibility throughout the design process. “We approached the design evolution from a spirit of innovation and exploration by…
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