Possibility before reality
6.24.09- If you’ve been following this blog, you’ve probably noted my fascination with e-paper. Well, a group of students at Art Center shared my interest and created a site and a series of videos that demonstrate how a new newspaper might work at Beyond the Fold.
As you might guess, the first question people might ask is: Why waste your time thinking about this before we can do this? Well, aside from the aesthetic halo this brings, I think the it offers us some practical advice. Since the days of DaVinci and the helicopter, we have always come up with more human and organic solutions when there are no technological restrictions. Why? Because it is our daily experiences that we try to improve. We are not slaves to machines or guidelines.
The same goes for solving any brand problem. We must think what is ideal before we think what is real. Start with: “In world filled with only possibilities, what and how do I want people to interact with my company?” After you have this, bring in the code, the legal copy and the sizes, but never forget your ideal solution (or least how it feels). After all, any reality can be beaten with enough imagination.
