Know your Client
It’s very important to know very well your clients. Only with the knowledge of their history, their philosophy, marketing strategy and goals you can build for them a strong, distinctive and captivating visual product — an advertising campaign, corporate identity or just a logo. The story below is a good example of this.
Back in 2009 I had to create a POS branding and billboard campaign for TM AUTO — Toyota sales Representative in Bulgaria. The occasion was the opening of a new Toyota/TM Auto showroom in Sofia.
Before starting the creative brainstorming I wanted to know more about Toyota, the history and philosophy of one of the world’s greatest companies.
I read the book “The Toyota Way: 14 Management Principles from the World’s Greatest Manufacturer” by Jeffrey Liker. During my researches I became familiar with Toyota green philosophy. Those readings were very insightful and they helped me create a strong visual campaign — an amalgam of the management and green principles of Toyota.
I created a short sentence for each of the Toyota management principles and then I associated an animal to every principle.
1. Grow leaders – Lions.
2. Base your management decisions on a long-term philosophy — the short sentence was “Think in perspective” and the animal — An owl.
3. Make decisions slowly… implement decisions rapidly — I made two separate sentences for this principle and attached an Elephant and a Cheetah and so on.
In the advertising agency we purchased very good photos of the selected animals and I created the billboards. The billboard advertisement part of the campaign was divided in two parts — a cryptic one and a revealing one. For the cryptic part a separate billboard has been created for each principle/animal (fifteen billboards). Here are some of them:
For the revealing part there were four new sets of combined billboards with more information about the upcoming event:
The new showroom had two main large halls and I decided to brand them in two different ways. One of them has been branded with white silk-like banners with the short Toyota principles written on them:
This was the “West” hall — the “official” one with a white grand piano in the middle. This was the main hall for the opening ceremony. The music played here during the evening was jazz and classic.
The other hall, called “East” has been branded with colorful “animal” banners and has been decorated as a traditional Japanese garden. The music played here was Japanese as well.
The corridor between the two halls was a symbolic bridge between “East” and “West”. Unfortunately I don’t possess the photos of the real event, but I think the idea is clear.
Knowing well our clients is a must if we want to create something new and remarkable for them.