thoughts on art, interactivity, technology, design, culture & life

Posts Tagged brand

I am not a huge sports fan, but I love the Olympics. They represent an opportunity not only for athletes, but for designers and artists as well. The branding of the games must represent the host city, but be accessible and understood by billions of people from all over the world. This is no small task. Perhaps my favorite part of the artistry and design of the Games is the artistic innovation that is presented. You have seen it before in Beijing's architectural Bird's Nest for their 2008 Games,1 London's 2012 Olympic logo (I know most people hate it, but I think its brilliant),2 and now in the Vancouver 2010 Olympic metals.

Vancouver 2010 Olympic Metals

Why these metals are innovative

YouTube Preview ImageObviously the fact that these metals break the standard form factor for Olympic metals with their sexy, modern, wavy shape, but that was not the piece of innovation I was impressed by; instead I was impressed by where the raw metal to make these awards came from. Rather than mine for the ridiculous amount of metal required to make 1,014 Olympic metals,3 the Olympic committee opted to recycle 6.8 metric tons of metal from landfill bound circuit boards. According to my math that means that over half of the metal used for the Olympic metals was recycled.4 It's good to see an organization finding a way to recycle at least some of the incredible amount of e-waste produced world wide each year.5 For more on these metals visit the Vancouver 2010's page about the metals.

FOOTNOTES
  1. Article on the Bird's Nest and Water Cube architecture for the Beijing Olympics
  2. A post on my previous blog about why this is an awesome logo
  3. 399 metals were made for the Paralympic and 615 for the Olympics (http://www.leaderpost.com/sports/2010wintergames/Olympic+medals+numbers/2106312/story.html)
  4. Teck provided 2,855 kg of mined metals vs. 6,910 kg of recycled metals -- see metal breakdown here
  5. For more on E-Waste check out this article in the Guardian

starbucks_itunes_storeStarbucks's first foray into the world of iPhone applications showed up in the App Store a few weeks ago. No now all of us advertising people can walk to Starbucks (SBUX) in our Nike (NKE) kicks then customize our morning cup-o-joe with our Apple (AAPL) iPhones and single-handedly bring back the economy.

I've taken a pretty close look at the app, and I think for a first version the app stands on solid ground. The design of the app is absolutely beautiful and maintains the Starbucks brand while remaining true to the fact that it is an iPhone application. The base level functionality is solid, it provides some great information to the user as well as including some standards we're used to seeing in branded applications such as a store locator. There are some areas however I feel the application stops short of living up to its true potential. I expect the intent of Starbucks was to launch with ground level functionality and then level up based on demands from the App Store reviews and ratings, customer feedback and (hopefully) metrics.

Starbucks iPhone App - Load Screen

Design

About 80% of designs for branded applications out there are really disappointing, and of the ones that aren't disappointing, few of them truly excel -- this is a design that excels. The design of this app is a great example of how to do non-glossy, earthy designs for the iPhone. There is an attention to detail and craftsmanship that makes this app feel special. Despite a heavy feature set and multiple views there is a consistency to the style of the app. Further more the design uses unique (non-standard) functionality only to break up monotony (ie.) the Coffees Explore view -- details like this set this application apart.

Key Features

Store Locator & Invite a Friend

Store LocatorSometimes I question whether early humans were actually nomadic or if they were just lost. As with most well done branded apps today, this app includes a store locator and its one of the best store locators I've seen to date. The app also allows you to easily invite a friend to coffee with you from within a store view, via your preferred method of communication. If you like calling, the app dials their number for you. Selecting email will populate a pre-written email appears for easy customization and sending within the app. Texting brings up an alert view notifying you that it has copied text to your clipboard, so in your Messages app all you need to do is paste and fill in a time. Your lazy bum doesn't need to do much, so you really have no excuse to sit in the corner acting profoundly emo while drinking your chai tea writing poetry.

Drink Customization

Shot CustomizationFor those of us who aren't baristas or never will be baristas this app takes the complication out of the foreign language that is the menu at Starbucks or any other coffee shop for that matter. A menu should not be another version of the Rosetta Stone and I shouldn't need a translator to order in English in an English speaking country. Luckily the application simplifies the task to decoding the menu. The app allows you to easily customize any drink of your choosing. This is an enormous design challenge simply because of all the variables involved but it's was easy to use and well executed. Once you've customized your drink you can save it to your favorites, assign it to a friend (to remember their favorite drink, because you're a good friend) or send it to a friend via Bluetooth.

Bookmarking & myStarbucks

Because this application is information rich and the drill down to that data can be pretty deep having some type of bookmarking system is pretty much mandatory if Starbucks wants people to use their app. Luckily they realized this and provided their users with myStarbucks, you can bookmark just about anything in the app and it will save it here. It's also the first tab, so every time I open the app my preferences are there waiting for me.

Exploring Coffee

The Coffees tab allows you to browse a list of all Starbucks coffees this is great, but Starbucks has a lot of coffees. God forbid you're indecisive, on the run, and need a caffeine fix. Don't worry, Starbucks comes to the rescue allowing the user to select a type of flavor from the explore section in Coffees and it will provide a narrowed down list of coffees matching your preference.

Food Menu

This menu was a surprise to me as I don't think I've ever actually seen this much food in any Starbucks, but its good to see the possibilities I suppose. More important than seeing the possibilities is seeing what that food would pair well with and the nutritional information.

Bookmarking Exploring Coffees Menu Bakery

Common Themes

Starbucks is a meeting place

Invite a FriendCoffee shops have historically been places that fostered conversation among people dating back to 16th century Mecca.1 Starbucks realizes this. By implementing functionality that allows you to easily invite your friends, check if the store you visit has WiFi so you can work for a couple of hours, send a drink to a friend via Bluetooth, or save a friends favorite drink so that you can order it and have it waiting when they arrive Starbucks stays true to it's tradition -- not by ignoring newness and technology but by embracing it. And unlike other social technologies (ahem Facebook, Twitter and MySpace) this actually brings people together in a physical space rather than just a virtual one -- there's something nice about that.

Starbucks keeps you informed

Food Detail Nutritional InformationYou're busy creatures with a complicated life, we don't have time to dig for information about what Starbucks is trying to sell us. Starbucks doesn't know you're on a diet, and they won't open their doors at odd hours just because that's when its convenient for you (don't worry I think you're important). Starbucks at least gives you a tool to build your day around the stuff Starbucks provides for you. Whether it be nutritional information, store hours, menu items, coffee types or in-house amenities, Starbucks wants you to know what you need to when you need to -- they want to make your life easier, not complicate matters. That's what your job, your family, your friends and your lovers are for -- coffee is simple.

Starbucks as a coffee expert

Food Menu DetailI am not a coffee person, but I think it's really cool that Starbucks breaks down flavor options when selecting your coffee. I love wine and I know how daunting selecting a bottle is -- I imagine a coffee lover selecting their morning cup of joe could be equally as overwhelming. Furthermore allowing you to easily pair a drink to the food you ordered not only provides the customer with information, but should they choose to act on that information it could give them a better experience as well.

Starbucks knows you

Customizing DrinkLet's face it, Starbucks at the end of the day is a corporate titan. So for those of us who grew up in towns where coffee shops are run by the guy next door, with local art on the wall, live music and lots of couches -- going to Starbucks feels just a little bit like selling out. But at the end of the day the people who work at your local Starbucks are the people you live next door to, and they might very well know what you normally get every morning without you having to say anything. But if you live in a big city like New York, it is easy to feel like the intimacy gets lost with all the people, having a little pocket barista to consult before ordering, who remembers the last drink you customized or what kind of milk your co-worker likes in their coffee is nice.

What I expect from the next version

Facebook Connect

This is an app that is begging to be integrated with Facebook. Imagine if you had all of your friends favorite drinks right at your fingertips without having to manually collect them one by one on the app. One of your BFFs having a bad day? You could be the person who makes it better by getting them their favorite type of lattè customized to perfection.

Contextual Customization

When you add that extra 2 shots of caramel to your macchiato and switch from 2% milk to whole milk it would be great to see how many extra calories you're going to need to burn off at the gym that night, or how much healthier you'll need to eat at lunch to not go over your Weight Watchers points. Or what if you're a teenager and going through the "I'm a non-conformist hipster" stage (though I highly doubt your non-conformist ass would ever be caught dead in Starbucks, but whatever) and you want to be unique and you see via your iPhone that 5 other people at Starbucks while you're ordering are drinking the Caffè Verona but no one's drinking the Komodo Dragon Blend, hell yeah you're going to order that Komodo Dragon Blend. Contextual customization gives you the tools you need to make better decisions with the plethora of choices you're presented with so you can get on with being your bad ass self even if you're still figuring some stuff out.

Some kind of barcoding system

Yeah, that's right, I said barcoding. I'm unsure of why Starbucks would create an app to customize a coffee to the nth degree without at least contemplating the possibility that scanning a barcode would effectively speed up the ordering process exponentially by allowing the customer to do it on their mobile device.

Integration of the Starbucks Mobile Card app

Having the mobile card separate only makes sense now for three reasons:

  1. its still in beta, and beta means potentially messy...like powdered sugar doughnut messy
  2. there's no barcoding system within the current main application
  3. divide and conqure - both apps have their separate challenges development wise, by building these applications separately, it avoids complications, possibly additional bugs and places both applications on a separate timeline.

I would hope once they get their system up and running smoothly they would opt to integrate the two applications.

Rewards program

Your mobile device is probably the coolest punch card you've ever had and yet few are using it that way. By doing the Starbucks Mobile Card, barcoding and ordering all within the same application not only are they are gathering valuable information, but they could be potentially building loyalty. A rewards program might give a person the extra incentive they need to buy what some might consider that extra cup of over priced coffee.

What the future might hold

Paging system for when you've ordered drinks

Okay, I know what you're thinking...a cup of coffee doesn't take that long to make...but a frappuccino on a busy Monday morning with unmotivated workers behind the counter does. When that happens, it would be nice to have a seat rather than standing their in the way or thinking hey that's my frappuccino when really its someone elses. Efficiency is an awesome thing.

Order ahead

While I've never actually worked at a place where I have had to get a metric ton of coffee for co-workers in the morning, I imagine its probably a terrible experience. And it sucks for everyone behind you in line too, because you actually order more drinks than their are people in line, and that pisses people off and its not actually your fault - its Starbucks fault. We have the internet, we have mobile devices, and information gets transferred at light speed. The designated office coffee person should be able to order via mobile phone, select a time they will pick it up at and submit the order so Starbucks employees can pace themselves and other waiting customers don't have to wait so long. Let's face it, if we've sent a man to the moon we most definitely can figure out a way to make this process easier.

Drink gifting

Let's say you make a bet with a co-worker and that bet involved a cup of coffee for the winner...let's say you're a busy bee who really shouldn't be making bets to begin with because you don't have time to go buy a cup of coffee for the winner, let's say you lose that bet? Well what if you could Bluetooth your co-worker their winnings via your iPhone. I bet that would make your life a whole lot easier wouldn't it loser?

FOOTNOTES
  1. Coffeehouses: Wikipedia article http://en.wikipedia.org/wiki/Coffeehouse

I was recently purusing an awesome blog called Steal Our Ideas (it's really amazing, I suggest checking it out), when I came across this idea for an ad that I absolutely loved:1

Diesel Ad Idea: You Will Never Be This Awesome

I think the reason I loved this piece is that it really spoke to me as a social commentary about fashion advertising. While Diesel's advertising2 does not "take itself too seriously"3 so much of fashion advertising is about selling an idea or a persona. While this sometimes is effective, as I ride the subway and walk down the streets of NYC I find myself turned off by most of the fashion advertising I see. I will never be the person in that ad, and I don't aspire to be. The models in these ads are so beautiful that they're ugly, but even beyond that I would argue that the attitude and lifestyle they portray is one I don't wish to call my own.

Here are a few examples:

ad_ocean-drive-200309

American Apparel Ad

Let me put it this way, the summer I interned in NYC between junior and senior year of college, I lived with a Ukranian stripper (it was accidental...she said she was a bartender on Craigslist)-- anyways she owned one of these mesh dresses, and I hope I never need to.

dg_girl_down

Dolce & Gabbana

Can anyone say gang bang? I mean really, this add is about power and possession, 5 men surrounding one woman -- who just happens to be forcefully pinned down. As a man I wouldn't want to be the men, because really who wants to share something (that's right, the woman has been completely objectified by this ad) that's been around the block 5 times in such a short period -- as a woman I don't want to be there because...well...I don't really have the desire to be gang banged. Common D&G sexy does not equal gang bang, no matter how well lit and composed a photo is.

tom_ford_10

Tom Ford

Dear Tom Ford, No I will not iron your pants, especially if you're reading the paper -- if you have time to read the paper, you have time to iron your own pants. No Tom, I most certainly will not iron your pants naked, its dangerous, especially if your legs are so long that the elevation of your lady parts falls at the same elevation as the iron. I like men in nice suits just as much as the next girl, but I like those men even more when pretentious advertising that objectifies and demeans women4 doesn't appeal to them. Oh yeah...and if they can iron their own pants it's a big plus in my book.

Summary

I get that sex sells, and I get that people want to feel sexy...these are things we all know. At the same time as a young woman who occupies a job that a woman would have rarely occupied 50 years ago, it would be nice to look at the ads produced by the fashion industry and not feel like I have to take a step down and back in time when pursuing fashion. American Apparel5 makes great basic clothing items, D&G is one of the biggest bad ass fashion brands out there and Tom Ford designs great modern suits for men. If being awesome means partaking in what is portrayed by these ads, sorry fashion brands....you're right...I'll never be that awesome.

FOOTNOTES
  1. The text beneath this image reads: "The fashion world takes itself way too seriously, but Diesel is an exception. They have done a remarkable job mixing humor and sexiness.  ”You’ll never be this awesome.” is a confident and self-deprecative strategy that speaks to the unattainable beauty of the fashion industry. " - via the Steal Our Ideas blog
  2. I would argue that Diesel has had its fair share of advertising that objectifies women and is ultimately douchey
  3. as the Steal Our Ideas blog states
  4. To see more Tom Ford Ads like this one (and this isn't the worst one visit: http://spynet.ru/photos/12507-glamurnaja-fotosessija-ot-toma-forda-18.html
  5. More American Apparel ads are available here: http://americanapparel.net/presscenter/ads/

I recently came across a new iPhone game called Parra Plays. The design of the application was really intriguing because of its simple design and flat shapes. It seems that most iPhone application designers prefer to add more dimension to their designs. Naturally I had to download this application to see what the rest of it looked like. I was surprised to find that the application was released by Incase, a company that makes cases for Apple products.

What the application does

The application contains three mini games inside:

Poppers It’s like a touch screen version of “Whac-A-Mole.” Touch the clouds before they pop! Sounds easy enough, right? Keep playing…

Parrot Loosely based on “Simon Says,” but with a twist. You think you can break 100? Yeah right!

Pairs Very similar to the classic “Memory” card game. Uncover the matching cards. The faster you do it, the better your score!

What's great about this application

I should preface this by saying I'm not a gamer, but for me these mini-games were casual, engaging and charming. The design was simple and well executed. It's clear some thought went into the sound design (and the sound adds a lot of value to the game). What was most impressive to me was that without any direction or indication of what to do I was able to pick up the game and immediately figure out how to play.1 I love the simplicity of this application.

Great example of a branded application

This application is part of a larger project called Curated by Arkitip that collaborates with artists/designers to create embellished cases for Incase.2  In addition to being able to purchase some awesome cases, the website allows its visitors to download wallpapers, videos, icons and other content. The Parra Plays application is a great example of how downloadable content from a brand can be extended to the iPhone.

By placing Parra's design on the iPhone in game form, Incase breathes life into graphics which are still and inactive. It is also able to extend its reach to users who didn't know Incase's curated by Arkitip project existed (like myself). Unlike a lot of other branded applications, this applications primary objective appears to be fun. It's a refreshing example of how branded iPhone applications can be fun, engaging, and a great ambassator for it's brand.

FOOTNOTES
  1. I think this probably is due to the simplicity of the game. If you only have a bunch of shapes in front of you and some of them are changing colors, there's only so many game play options available
  2. "Curated by Arkitip is a project designed for Incase, aimed at delivering artistically embellished Apple® products to users who have an appreciation for the creative arts and technology. All artists are carefully chosen by Arkitip for dedication to their respective art forms and unique points of view." -via Incase curated by Arkitip
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