2009
09.28

RS Academy is a unique track-based supercar club that allows its members to enjoy the world?s best performance cars at three of Europe?s most highly acclaimed circuits: the Nürburgring Nordschleife, Spa Francorchamps and Ascari Race Resort. Our experience of designing for luxury brands and our knowledge of automotive marketing meant we were well positioned to provide RS Academy with their promotional brochure: a brochure that would blend energy and excitement with an air of sophistication and exclusivity.

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2009
09.24

The latest Princess Yachts brochure suite is now doing the rounds ? here’s a selection of the latest work, released at the Southampton Boat Show (see previous post). As in previous years’ work, DNA revised the design style, art directed boat and lifestyle photography and implemented copywriting and translations throughout seven languages.

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2009
09.24


It?s the culmination of nearly a year?s work ? the new Princess Yachts International suite of brochures have been unveiled at the Southampton International Boat Show. It has involved hard work from the team (and many late nights), to get this prestigious project delivered for the show and thankfully, the feedback we?ve had from Princess Yachts and their distributors has been exceptional. This year, we?ve extended the suite by including an electronic brochure, presented on DVD, which has also been equally well received.  The icing on the cake for Paul, Simon, Vicki and Matt, was to be taken out into the Solent on a Princess V48 at the Boat Show. Of course, it?s absolutely essential to the design process to experience how the the boat handles and manoeuvres first hand?(That?s what we tell Princess anyway). Now it?s back to the office to start the whole process all over again!

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2009
09.17

Has it been a year already? Last night DNA once again attended ECO (Exeter Contemporary Open) at Exeter Phoenix. ECO is a national platform for emerging contemporary artists and aims to reflect themes and concerns in current practice over a broad range of disciplines. DNA were proud to sponsor the New Media category and awarded the prize to Hayley Lock, whose striking work has become the poster image for the exhibition. Congratulations to Hayley and Exeter Phoenix for putting on such an enjoyable event. ECO runs from 17 Sep ? 4 Nov, so be sure to drop by if you can. Here?s a nice smiley pic of Rich with winner, Hayley Lock.
www.hayleylock.com

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2009
09.14

Super-cute Sells!


Some of you may have heard of Aflac, the largest provider of supplemental insurance in the United States. Since 2000, the company’s identity has become more widely recognised as the result of commercials featuring the Aflac Duck, who frustratedly quacks the company’s name to unsuspecting prospective policyholders. In Japan, the company is the second largest insurer overall and the largest life insurer ? and in my recent time over there I found this advert to be by far the most memorable. Whereas the the American approach to this advertising is humorous, the Japanese proposition focusses on touching, super-cuteness. In the advert above they’ve even summoned a maneki neko (lucky/welcoming cat) to up the cuteness factor. I would have thought the song, duck and Aoi Miyazaki (a famous Japanese actress) would have been enough.

I had to share this, I love it!

(Opinion: Jon Price ? Designer) 

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2009
09.11

We don’t win awards

Richard H's rendition of the Locomotion has the 2 X Factor judges in rapture

If anyone out there is in a creative job but hasn’t read Paul Arden’s: ‘It’s not how good you are, it’s how good you want to be’, I’d recommend getting hold of a copy. Among other things, Mr Arden talks about awards in the creative industry being a bit of a paradox. Being creative means being innovative and doing something new, but award winners are generally picked by consensus within a group of people who invariably pick something they feel comfortable with – often something familiar and, therefore, not that creative! It’s an interesting point.

A cynic would say that creative awards achieve two things – they satisfy egos and they win work. We don’t do them. We don’t have egos and we’re awesome at winning work.

Joke.

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2009
09.08

We’ve been working with Subway for many years now and, although it’s never been a brand that’s stood still for long, the company is now part-way through a really interesting repositioning exercise. Working with London agencies McCann Erickson and Momentum their plan is to make more of how easily you can customise their subs into something you really fancy – whatever you feel like (something you can’t do with a KFC or McDonald’s). We’re really pleased to be part of the process and hopefully it won’t be long before we can show you some of the ways we’re chipping in!

Read more at: http://www.marketingweek.co.uk/subway-to-launch-new-brand-strategy/3004226.article

Or check out their new ads here: www.thedrum.co.uk/news/2009/09/09/11338-subway-set-to-reveal-new-campaign

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