I was asked to come up with a visual to portray a corporate bank’s image. This was one of the largest banks in the world, one that prided itself on coming up with intelligent solutions and, whilst it wanted to evoke reliability and gravity, it also wanted to be known as innovative.
The tag line for the campaign had already been decided upon: “Expert in ideas”. Great, I thought, my mind clouded with Photoshop filters and Illustrator effects. I got to work…
Half way through I got bored of the extravagant imagery and vibrant colours and I suddenly realised that I had got something really good! I also realised that what I had served as a metaphor for my experiencein design and marketing which could be distilled down to two rules.
- Keep it simple! Easy to say, not so easy to convince people to do.
- Give them something they need to take a second look at. For example, a neat typographical trick like the one above; “expert in” is in “ideas”. Get it?
I wish I could use this as a tag line for my business. This is what I should be – an expert in ideas – if I want to be successful in this field.