Moving Brands

Press and PR

Augmented Reality. from Moving Brands on Vimeo.

Images and films of our ‘Living identity’ paper can be viewed on the Moving Brands Flickr, Vimeo and YouTube accounts. Since launching in September 2009, the paper has received critical acclaim from the design industry, the technology industry, brands, in print, and online. Bruce Sterling featured it on his Wired blog, H+ Magazine said we had “revolutionised branding”, SeptemberIndustry have released a preview of our upcoming ‘Session’, and Grafik magazine are running an in-depth feature on the project in their November issue. If you would like to speak to us about the project, please email info@movingbrands.com.

Living Identity

Moving Brands/ Moving World from Moving Brands on Vimeo.

Living identity calls for a fresh understanding of the role of brands in a moving world. It declares that brands must develop dynamic and compelling ways to interact with the rapidly evolving forms of connection, communication and commerce we see all around us. Most of all, brands must learn how to tell a truly inspiring story – and have the confidence to see that story take on a life of its own.

Living Identity – Part 1. Alive to Change

At a time of accelerated evolution across culture, technology and business, brands must be alive to change. To achieve this, the life of a brand – its energy, responsiveness and growth – must be designed-in at its very heart. This is quite different from conventional brands, which just try to stamp a permanent mark on everything they touch.

Living Identity – Part 2. Build a New Model

A living identity requires a new approach that draws together the best qualities of brand agencies and ad agencies. It’s vital that the work done by the brand team as a whole – client, agencies, specialists, and increasingly customers and consumers – creates something with the potential to grow.

Living Identity – Part 3. Seed of a Story

At the heart of a living identity is a powerful brand narrative. This is a seed from which everyone – from agencies to the public – can grow their own stories about the brand. Given the rise of social media, it is essential that a brand narrative has the strength and flexibility needed to thrive in the uncontrolled hands of people outside the business.

Living Identity – Part 4. Out of Control

A living brand identity works in several dimensions – from images to sounds, textures, movements and so on. It is more powerful, effective and engaging because it has a life of its own beyond the day-to-day control of the business. A living identity system enables people and machines to build on core identity elements in an on-brand way according to their needs.

Living Identity – Part 5. Beautifully Inconsistent

Just like people, brands should adapt according to where they are, what they’re doing and what others are doing around them. This is why we’re interested in how a brand should sound, feel, smell, taste and act, as well as how it looks. Conventional, static identities often shout ‘I’m here!’; living identities inspire conversation.