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GREAT FESTIVALOF CREATIVITY
20 - 22 May 2014Istanbul
BRAND DNA:THEATRE FOR THE SENSESSir John SorrellChairman, London Design Festival
Julian ThomsonAssistant Design Director at Jaguar
Turgay AdiyamanSaffron Brand Consultants, Turkey
JAGUAR DNA: A THEATRE FOR THE SENSESJulian Thomson Advanced Design Director – Jaguar Cars
Design communicates a products values, what it does and who it is for………
Design should tell a story…
Design tells the customer a story…
Brand success
X350
XJ40XJ6 Series IIXJ6 Series I
X300 X308
1968 1973 1986
1994 1997 2004
Brand success
1960 1982 Gucci became PLC 2014 Gucci collection
60’s 80’s Today
Heritage can be your greatest asset or your biggest limitation
Staying relevant
Saab 99
Saab 9-4X
Balancing your true values against the mass market
Staying relevant
A design philosophy is not a collection of visual cues
Cutting edge Glamorous Sophisticated Indulgence
JAGUAR DESIGN PHILOSOPHY- SAME AS IT EVER WAS……
Unique and desirable – an emotional connection
Which direction should we go in?
The Future
NEW MARKETS – CHINA RUSSIA EMERGING MARKETS – BRAZIL AND MIDDLE EAST TIME IS LUXURY
WORK/LIFE. MY CONNECTED WORLDENVIRONMENTAL RESPONSIBILITY
EFFICIENCY, ETHICS AND WORLD LEGISLATION
What are the future global challenges…
NISSAN MICRA5YRS £1.5 BILLION
We are now designing Jaguars you’ll be driving in 2025
AIRBUS A38011 YRS £6 BILLION
Scale of projects
How to create that same energy in a modern context
A Spontaneous and Creative Environment
How to create that same energy in a modern context
The design process - CAS 3D visualisation
How to create that same energy in a modern context
The importance of Artistry and Craftsmanship
How to create that same energy in a modern context
Dan Dare, Back to the Future………
So what does the future look like
Art of travel
Futuring or brand values
Art of travel
Futuring or brand values
Experience
SKETCHES SHOW VEHICLE CX 75INSPIRATION
Futuring or brand values
Craft
FORMING THE ALUMINUM SHOW CAR CX 75THEME SKETCH FOR THE TURBINE BAY
Futuring or brand values
Understated Luxury
STEALTH WEALTH INDIVIDUALITY QUALITY & CRAFTSMANSHIPMOVING AWAY FROM OVERT BRANDING
The changing luxury market
We are still the same………..true to our values
Experience & Personal Service
OUSTANDING SERVICE & ECOMMERCE EXPERIENCE IS THE NEW STATUS SYMBOL MEMBERSHIP & SENSE OF BELONGING
The changing luxury market
We are still the same………..true to our values
The new wave of global design
EAST INFLUENCING WEST DESIGNED IN CHINA NOT MADE IN CHINA JAGUAR STUDENT FUTURE INSIGHTS
The changing luxury market
MA Cross Discipline Student Entries
8 TEAMS FROM M.A VEHICLE & TEXTILE DESIGN DEPARTMENTS
TO DESIGN A JOINT EXTERIOR AND INTERIOR FORM STUDY TWO WEEKS TO CONCEIVE AND PRESENT DESIGNPROPOSALS
8 WEEKS TO CREATE SHOW PIECE, DISPLAYED AT LONDON'S CLERKENWELL DESIGN WEEK
Creating a future design vision
Winning Entry: Ewan Gallimore & Claire Miller
STUDY OF LIGHT SOPHISITCATED AND MODERN COLOUR PALETTE SCULPTURAL VOLUMES, BESPOKE MATERIALS & VISUAL LIGHTNESS
Creating a future design vision
Finished Model
Creating a future design vision
Window Pieces by Mortiz Waldemeyer & Fredrikson Stallard
LIGHT SCULPTURE
Creating a future design vision
Window Pieces by Neri&Hu and Mathieu Gustafsson
CARBON FIBRE PET TRANSPORTER
Creating a future design vision
Window Piece by Jaguar Advanced Design
MARBLE
Creating a future design vision
JUST BLENDING IN LIVING IN THE PAST CHOKED BY OUR HERITAGE
Heritage can be your greatest asset or your biggest limitation
Building the brand
JAGUAR XJ THOMAS HEATHERWICK OLYMPIC FLAME HOUSES OF PARLIAMENT
A constant reinvention
Building the brand
We are still the same………..true to our values
Building the brand
Thank You - Julian Thomson - Advanced Design Director – Jaguar Cars
SAFFRON BRAND CONSULTANTS:ON BRAND DNA
Turgay AdiyamanSaffron Brand Consultants
What is the Brand DNA?
Brand DNA is an idea
1899―
Today―
Argentina, 2013
Tomorrow?―
authenticity
creativity&courage
For freedom
For change
For Change
For Change
For Origin
For being human
For provenance
For Old and Contemporary
authenticity
creativity&courage
Brand DNA is an idea…
An idea to anchor the difference
Iconoclasm
An idea to anchor the difference
Iconoclasm
Product
Environment
Our approach
Clarity
Who You Are?
Courage
What You Want to do?
Behaviour
Communication
A few more examples
Nude, Turkey
Nude
Nude
Let’s Talk
A1, Austria
A1 Telekom Austria
Eurovision, Conchit-A…
authenticityclarity&courage+a few guidelines
A few guidelines
1. What do you stand for?
A few guidelines
1. What do you stand for?
2. Who do you talk to?
A few guidelines
1. What do you stand for?
2. Who do you talk to? And who do you listen to?
A few guidelines
1. What do you stand for?
2. Who do you talk to? And who do you listen to?
3. What do you say?
A few guidelines
1. What do you stand for?
2. Who do you talk to? And who do you listen to?
3. What do you say?
4. How do you say it?
A few guidelines
1. What do you stand for?
2. Who do you talk to? And who do you listen to?
3. What do you say?
4. How do you say it?
5. Where do you say it?
A few guidelines
1. What do you stand for?
2. Who do you talk to? And who do you listen to?
3. What do you say?
4. How do you say it?
5. Where do you say it?
6. How do you manage it?
