I ve been pretty busy the last few weeks at hyperisland. We did a module called Client Design branding and strategy.
We started in random groups as it is at hyperisland, and a random subject ! I felt pretty lucky as I was given the opportunity to work for INGRID , an upcoming label made by the some famous swedish artists. Including Mike Snow, Peter bjorn and John, Likke li, Electrocute and many more. The main reason for them to create this label was that journalists asked them about what’s happening in sweden and at this time they didn’t have any answer…
The main studio of this label is located in Sodermalm, and it’s actually the old abba studio which i have the chance to visit :
The birth of INGRID is also due to a strong willing of making independant music, without constraint, and in an artist controlled way. As they are new, they wanted us to explore what should be the future of digital music, and how INGRID could take a part on it.
Not an easy brief, but through presentation from a lots of good speakers ( made by many, @ZachKlein, soundcloud, TocaBoca, and more) I learned how branding should be processed, using tools as branding platform, strategic research, insight building, and idea generating.
Hi highly recommend you the work of TocaBoca who is taking the mobile game in a really different approacj : Devices are just only new toys kids can combine, while testing and prototyping, they make easy but amazing app for kids as the teaparty :D here is the video. There identity is also really interesting, everytime based on the same logo, but contextually changing to match the game as Atari use to do with their rainbow on everygame.
I tried to implement strange and creative way of interviewing people or making them react, and i must say that it was a lot of learning. I think the process of creation, most of the time neglected by agencies is a really valuable tool, on a creative side (and on a financial side as well !)
The end presentation happened in one of INGRID studio in stockholm, in the theatre room. We presented it to few people and artists frome the label, Nicole Monier from electrocute was there as well from los angeles on Skype ! ( Just find out that her band actually did the Sponge bob theme song for the movie :D ).
We came up with good ideas, and i am really attached to one i think they should do. We signed an NDA for this project but i hope to talk you about this as soon it’s released
To be simple we built on the main insight we found out :
Analogue VS digital
How can we keep the scarcity, emotion of the analogue and use the social graph as a good spreading platform. I guess it’s probably now every business problem as everything is getting digital…
I will during the next week build a case movie and really want to share it with you as soon as it s legally possible.
End of the first big module, and we ended this one in a quiet strange partying way. We tried to stick to the swedish white trash coutume and went on a boat, viking line, called CINDERELLA. What a wonderfull name for a crazy strange party boat. Bad music, old fashioned bar, people buying alcohol in the duty free, and all of this during approximately 20 hours. We were almost 20 of our class, and just after sailing in the wonderfull archipelago landscape, we jump into the pary mode… the rest of the story is kept secret in the international water … Here is some nice pics of our restless weekend.