2020 / CREATIVE PRINCIPLES

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1 / CHILL OUT

people are looking for ways to calm their growing anxieties

make design choices that soothe and seduce their senses

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2 / fake it

skip the arguments about what’s real and what’s fake

embrace the creative possibilities of radical inauthenticity

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3 / shape shift

our lives are more complex and fluid than ever

give people flexible solutions that adapt to changing needs

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4 / be direct

in a world full of distractions, louder isn’t always better

focus and clarity are needed to cut through the noise

 

EACH CREATIVE PRINCIPLE INCLUDES: 

  • A DESCRIPTION OF THE NEW CONSUMER EXPECTATIONS THAT ARE DRIVING ITS EMERGENCE

  • EXAMPLES OF THE CUTTING-EDGE PHENOMENA THAT WILL BE INFLUENCING THOSE NEEDS

  • CREATIVE GUIDELINES FOR HOW YOU CAN ACTIVATE EACH PRINCIPLE IN YOUR DAILY WORK