Verbal identity
The brief
Leading integrated agency Haygarth had already tried to encourage more creativity and daring with an initiative called ‘Bold Thinking.’ This had not been a success.
Insight
Staff are understandably cynical about initiatives dressed in marketing jargon that seem to be asking more of them. We needed to create something that felt genuinely inspiring and rewarding.
Idea
A senior team including me was put together to devise an ongoing programme of creative inspiration, rewards and incentives. We created:
Adventures in Wonderland
Creativity is a journey where detours and wrong turns often lead to better places and embracing the new and unknown pays dividends. So why not leap down the rabbit hole and see what happens?
Of our three preferred ideas, 'Wonderland' resonated most, both visually and verbally. Dovetailing perfectly with our new visual identity and the agency’s distinctive semi-rural location, its playful, uplifting feel was the most natural fit. The word also functions as a prefix for the key campaign elements we devised:
Wonderlust – a book of practical techniques, quotations and useful ideas to help inspire creativity. I co-wrote this book with the Design Director, drawing on a range of sources including my training in NLP (Neuro-linguistic programming). The images on the right are extracts from this book.
Wondergong – a series of awards for clever creative thinking
Wonderfund – £100 creative bursary for each member of staff to spend as they choose
Cutting-room floor: the ideas that didn't quite make it
Idea#1: Unsafety at work
Creativity is all about taking risks. ‘Unsafety at work’ was inspired by this. Playing on the illustrative, diagrammatic style of ‘safety at work’ material, we would playfully encourage ‘risky’ practices in the name of creativity.
Idea#2: Wired for ideas
Great ideas look easy because you don’t see the plumbing. Or, in the words of Steve Jobs, “Creativity is all about connections.” Our programme of creative inspiration will plug you in to the best around. Get ready to get wired.
Results
Every staff member has received a copy of 'Wonderlust.' I've even been told that parent company RAPP's CEO has one taking pride of place on his desk! The initiative has been shortlisted this year for an MAA Best award. Watch this space.