KIWI arts GROUP 2020 Reimagined

Deliverables: Strategy, Branding, Environmental, Printed Collateral, & Ephemera

Bright Bright Great collaborates with the award-winning archive Kiwi Arts to launch a sweet new design system, priming them for expansive growth.

 

Experience it yourself

Our approach sought to reinvent the user experience considering every step of the user journey …

About KIWI:

KIWI Arts Group is a privately held art archive in Miami Florida created to house some of the world’s sweetest grails in modern art. The museum, simply referred to as “KIWI” by most, is home to a plethora of cultural mementos and hosts exhibitions that feature some of the behind the scenes looks at the Art World’s favorite’s such as Robert Kennedy, and Andy Warhol. Although based in Miami, KIWI is an international arthouse we saw massive potential in.

Our Process:

Through this project, KIWI Arts Group sought to increase its visibility in terms of visitation, and profitability as well as transforming the brand architecture to allow for collaborative growth. Through this rebranding we worked directly with curators to entirely rethink KIWI’s approach to their graphic identity. Our approach sought to reinvent the user experience considering every step of the user journey from digital and web applications, to the physical experience of collaborating with the curators and owners of the brand. Our new branding system integrates a wide breadth of touchpoints including printed materials, signage, stationery, merchandise and packaging, amongst others.

The Mark:

The Sunburst is a mark we landed up naturally after investigating into the brand heritage, and explorations of the arthouse’s archives. The Sunburst’s arms reach out to emulate that of a camera’s lens flare and energy behind some of the greatest image makers. Capturing this energy and representing the luminosity of a camera flash became central to establishing the bright and youthful identity that would help us set KIWI apart. The mark acts as a vehicle of discovery transforming in state to interact with users in novel ways, be that through cursor interactions on the web or the use of the sunburst as a sticker motif on packaging and collateral. We sought to push the visual language even further through the incorporation of a traditionalist serif typeface, Canela, juxtaposed against Graphik’s modernist forms. This contemporary type pairing creates an immediately recognizable lock-up, creating endless possibilities for typographic exploration within the art and publishing house.

Through attempting to balance the arthouse’s modernist identity and the typically serious tone of the art world, we were able to carve out a unique space in the market that pushes the bright energy of the house’s curators. Much like the juxtaposition of KIWI’s bright identity and the typical uniformity of the art world, we’ve crafted each component of the KIWI identity to remind visitors how exciting and sweet art can be.

The Team

Greer Mosher, Art Director

Hemza Hajyousif, Designer

View All New BBG Work

Posted By
Jason Schwartz

Bright Bright Great Participating in the Hotel of Tomorrow Project

“Bright Bright Great could not be more proud to be working with The Gettys Group and amazing global innovators from Disney to Hilton, working to reimagine hospitality’s challenges during COVID-19.

This is a great opportunity for the BBG design and innovation team members to jump in and ideate with industry leaders. BBG is also acting as the design and development partner for the HoT digital experience.”

Jason Schwartz, Creative Director, Partner

About the Hotel of Tomorrow

Hotel of Tomorrow 2020 Press Release

FOR IMMEDIATE RELEASE
June 11, 2020

The Gettys Group Relaunches The Hotel of Tomorrow® Project, Uniting Global Innovators to Solve Hospitality’s COVID-19 Challenges

Chicago, Illinois — In response to the unique challenges facing hotels, restaurants, and travel in the era of COVID-19, The Gettys Group relaunched The Hotel of Tomorrow® Project—a reframed version of the industry-leading think tank they founded in 2003 to unite brands, designers, manufacturers, owners, and operators in elevating and transforming the hospitality industry in the near and more distant future.

The forum has been updated to fit the world’s new remote reality, using collaboration platform Batterii to connect participants from around the world to develop, refine, and visualize their concepts before sharing virtual prototypes for consumer testing. Over 250 participants bring diverse areas of expertise from a variety of companies and institutions—including owners, operators, research institutions, designers, and tech companies. In cross-industry teams, they are re-examining every component of hospitality—from consumer-facing messaging to technology integration—for all points of the new guest experience journey.

“Ideas collide and combine in meaningful ways when people with diverse perspectives collaborate,” said Ron Swidler, Chief Innovation Officer of The Gettys Group, “In September, we will share concepts that have been envisioned by the industry, refined by experts and vetted by guests, brands, designers, manufacturers, and more—everyone who has a stake in the future of hospitality.”

About The Gettys Group

The Gettys Group is a family of hospitality-focused companies dedicated to creating the inspired moments that stay with guests and the defined details that enrich brands. For more than 30 years, they’ve guided developers, operators and brands in the creation of meaningful and rewarding hospitality experiences around the world. Whether they’re designing interiors for all tiers of the chain scale, directing program management for new developments, launching exciting brands or demystifying the procurement process—they elevate and transform, make things easy and create value. For more information, please visit gettys.com.

The Hotel of Tomorrow Website

To learn more visit the Hotel of Tomorrow website. Design and Development, Bright Bright Great, 2020.

Posted By
Jason Schwartz

The Business Value of Design

McKinsey & Company asked the following question, “How do the best design performers increase their revenues and shareholder returns at twice the rate of their industry counterparts?”

We tracked the design practices of 300 publicly listed companies over a five-year period in multiple countries and industries. Their senior business and design leaders were interviewed or surveyed. Our team collected more than two million pieces of financial data and recorded more than 100,000 design actions.1 Advanced regression analysis uncovered the 12 actions showing the greatest correlation with improved financial performance and clustered these actions into four broad themes.

The four themes of good design described below form the basis of the McKinsey Design Index (MDI), which rates companies by how strong they are at design and—for the first time—how that links up with the financial performance of each company.

Read the Full Article and Download the Business Value of Design PDF at McKinsey’s site.

The Business Value of Design McKinsey

About McKinsey & Company:

McKinsey & Company is founded on a rigorous understanding of every client’s institutional context, sector dynamics, and macroeconomic environment.

For this reason, we invest more than $600 million of our firm’s resources annually in knowledge development, learning and capability building. We study markets, trends, and emerging best practices, in every industry and region, locally and globally. Our investment in knowledge also helps advance the practice of management. We publish our findings extensively, and we engage with leading thinkers on the most pressing issues facing our clients and society.

Our clients’ needs are constantly changing, so we continually seek new and better ways to serve them. To do this, we are bringing new talent into the firm, acquiring new companies, and developing new capabilities, for example, in design, analytics, and digital.

We serve clients at every level of their organization, whether as a trusted advisor to top management or as a hands-on coach for front line employees. We partner with clients to put recommendations into practice and work directly with them over the long-term, to help develop workforce skills, drive operational improvement, and apply new working methods.

No matter the challenge, we focus on delivering practical and enduring results, and equipping our clients to grow and lead.

Posted By
Jason Schwartz