This week we have seen work from 'rivals' SEA and The Brand Union, Howdy and Brilliant Path, Cubo and Constuct, and yesterday Gardiner Richardson and Lloyd Northover when they were given each other’s design briefs. Now it’s time to look at what Next Big Thing and 20:20 thought of each other, you can find the work, briefs and rationales below.
The Truce Commission has proved to be a fascinating exercise in how a bit of 'outsider's perspective' can go a long way for creative agencies and so The Drum is continuing the project by asking more agencies to get involved. Our first new brief for Puur Creative, and the poster they created for creative agency Baxter and Bailey, will be published later today with the first agency to get in touch - firstname.lastname@example.org - winning the commission. Find out more here.
20:20’S BRIEF FOR NEXT BIG THING
What would you like your poster to say?
We want our poster to convey our mission – our mission is to be the most trusted and progressive strategic design business for extraordinary and rewarding customer experiences. We believe the world will be a better place when people feel more involved and connected.
Who should it be aimed at?
It should target new clients.
What would you like them to think of your agency after seeing the poster?
Wow I didn’t realise they were so relevant to us! I want some of them/that for our business!!
We use imagery using circles to represent our brand (see images on the homepage www.20.20.co.uk)
The rationale from Glenn Harrison, owner, Next Big Thing Creative
We took inspiration from 20:20’s mantra, that the world will be a better place when people feel more involved and connected. To graphically convey this we created our own version of the universal icon for connectivity, illustrating how 20:20 create rewarding customer experiences through illumination, innovation and inspiration.
NEXT BIG THING’S BRIEF FOR 20:20
Next Big Thing is a small creative branding agency that was established in 2002. Weare a small team of six designers, but work with some pretty impressive clients, and do some pretty impressive work. To date we have never actively pursued an advertising or PR strategy and so have a relatively low profi le within the design industry. We believe in articulate, ideas driven design that is intelligent and at times witty.
What you would like your poster to say about you?
We want them to say: ‘Blimey, they are a creative, witty, intelligent bunch, I want to work with them…’
Who should your poster be aimed at?
The poster should be aimed at brands that require a creative overhaul of their current or planned/ developing brands. It should target organisations that understand the benefits of creative branding and are prepared to invest in it.
What do they currently think of your agency?
Next Big Who? We have a relatively low profile, so whilst they may have heard of us, it is unlikely they will be familiar with exactly what we do and who we do it for.
What you would like them to think of your agency after seeing the poster?
We want them to think: ‘We have to get in touch with Next Big Thing, they are exactly the kind of intelligent, creative agency that would benefit our organisation…’
Our only requirements are that the poster includes our logo, address and URL.
The rationale from Jon Lee, creative director, 20:20
We decided very quickly this needed to have impact, be simple, striking and reflect the identity and name of the next big thing. No clever tricks needed, just a sprinkling of wit and something that you would just want to be part of. By using the simple word‚ ‘BE’, we are inviting their clients and future clients to join the success that is the nextbigthing - everyone wants a bit of that these days.
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