let’s try something new. we’d like to occasionally start sharing some inspirations from the long list of parters we serve. today we’ll go through a visual journey of one of our projects. through that journey we’ll touch on some aspects of our process. Casper & Gambini’s is revamping their identity and reinforcing their signature customer […]
i remember a friend who will not eat anything on her plate if the food groups are touching each other. the carrots can’t touch the chicken. there has to be a space between the rice and the beans. it drives me crazy. it all combines during digestion anyway. but every time i roll my eyes, […]
imagine yourself transported to the center of Dubai holding a magic wand. your eyes are closed, and you can hear the heartbeat of the city center pulsing around you in the whizzing of the metro, rapid footsteps of pedestrians, and excited conversations in all different languages. the atmosphere is charged with ambition and possibility. the sole power of your wand is its magic ability…
you’ve watched ants at work. you’ve seen them collaborating as a unified entity. a feat of teamwork that’s remarkable. ants are social insects. because of this social aspect, ants and productivity could be synonyms. us humans are social too. we have an intrinsic need to belong. however, another need could be even more powerful in certain situations: the need to individuate—to be unique. with a strategic mindset-switch between belonging and individuality, we can hack our intrinsic needs to our benefits…
an uncontrollable cough wakes you in the middle of the night. you look to your side and see your wife coughing too. it takes you a moment to realize that you’re inhaling smoke.
without thinking twice, you turn on the lights and run to your son’s room. you pick up his limp body and make it to the front door. you turn the door handle and pull. nothing. the smoke is building up. the flames are getting closer. in your panic, you keep turning the door handle repeatedly, harder and harder. you don’t know if your son is unconscious or sleeping. you start violently kicking the door.
if this was any other uneventful morning, you would’ve been relaxed. without thinking, you would’ve already known that you lock the door every evening and keep the key in the door for easy unlocking.
a negative environment can make simple tasks difficult.
a positive one can make difficult tasks easier.
this is called ‘affect’…
“who are you trying to reach? if you say […] everyone, i’ll know you’re likely to reach no one.” —Seth Godin.
imagining the world from the eyes of your audience helps you design the right emotional experience for them. so how do you start imagining? by understanding your audience and their worldview. here are questions that the casafekra team uses for that purpose…
ften you can’t see a solution to your problem. sometimes you can’t even see the problem. here i share with you my own elastic process that has been refined over 15 years of experience as a creative. this has worked every time for those i’ve shared it with and myself. why elastic? you’ll find out towards the end. these are the four steps that i loop through until i’m unstuck…