Aardvark Underground

WELCOME TO THE ERA OF DESIGN- FORBES MAGAZINE ARTICLE BY ADAM SWANN All businesses, no matter what...

Mon, 07 May 2012 12:06:42 -0400

WELCOME TO THE ERA OF DESIGN- FORBES MAGAZINE ARTICLE BY ADAM SWANN

All businesses, no matter what they make or sell, should recognize the power and financial value of good design.

Obviously, there are many different types of design: graphic, brand, packaging, product, process, interior, interaction/user experience, Web and service design, to name but a few.

In this post, I am referring to design as a broad and deliberately applied discipline, with the aim of creating simpler, more meaningful, rewarding experiences for customers.

You see, expecting great design is no longer the preserve of a picky design-obsessed urban elite—that aesthetically sensitive clique who‘d never dare leave the house without their Philippe Starck eyewear and turtleneck sweaters and buy only the right kind of Scandinavian furniture. Instead, there’s a new, mass expectation of good design: that products and services will be better thought through, simplified, made more intuitive, elegant and more enjoyable to use.

Design has finally become democratized, and we marketers find ourselves with new standards to meet in this new “era of design.” To illustrate, Apple, the epitome of a design-led organization, now has a market capitalization of $570 billion, larger than the GDP of Switzerland. Its revenue is double Microsoft’s, a similar type of technology organization but one not truly led by design (just compare Microsoft Windows with Apple’s Lion operating system).

Every day my Twitter feed populates with astounding growth facts about the likes of Apple, Amazon, Facebook, Pinterest and the more recent travel site, AirBnB. It is no coincidence that these successful brands seem to really value design and utilize it to secure a competitive advantage.

Even the UK government has issued its “design principles,” naturally on a clean, easy-to-navigate website.

But why have people become so design sensitive? Why does that credit card mailer look so bad and dated now? Why can’t you access my account details? Why does airport signage seem so unhelpful? Why doesn’t that technology plug and play?

Perhaps Apple’s global dominance has elevated our design expectations, or Ikea’s vision to bring great design at affordable prices to everyone on the planet has finally taken effect, or perhaps the Internet has taught us what well-designed user experiences and good design really are. Likely, it is a combination of all.

What is certain is that the design bar has been raised and design-oriented businesses are winning.

Think how swiftly and strongly a design experience shapes our opinion of that brand, company or store, for good or bad. For instance, we know quickly when a website is bad. And we associate that feeling of frustration, or worse, disappointment with that brand.

Design-oriented organizations invest in thinking this stuff through. They put design at the heart of their company to guide innovation and to continually improve products, service and marketing. They recognize that a great design leads to differentiation, customer loyalty and higher profits.

First Direct, a UK bank, has designed all its service touchpoints so carefully that it has become the most referred financial brand in the UK, with over 82 percent of customers happy to recommend it to friends. It’s a joy to use via any channel, and despite being a bank, I’d happily recommend it.

When you buy Apple Care, instead of receiving the standard bland letter or email, you receive a nicely designed box containing the paperwork, guidance and all the information you need. You have questions? No problem. There are clear user diagrams and a simple section on the website to help you.

The impact on brand is that customers see these brands as both progressive and customer-centric. Thoughtful and innovative design makes us feel good. It is no surprise that we are happy to advocate them, talk about them in social media and can be fiercely brand loyal.

As Michael Eisner, former CEO of Disney, once said, “A brand is a living entity—and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” That thinking still holds true, but it all happens a lot faster now. Thanks to the Internet and a hyperconnected, social-media-fueled society, brands can be instantly undermined and that experience shared with millions.

So this is a call to action for executives to recognize this new era and make the effort to transform even a mundane product or service into something more rewarding and more memorable. Try to assess each element of your service or product and better it—to see design not just as a marketing thing but as a genuine source of competitive advantage, customer and employee satisfaction and, lastly, a route to higher profits.

ANNA WILI HIGHFIELD Awesome work by this Sydney based artist.

Wed, 11 Apr 2012 11:21:59 -0400

ANNA WILI HIGHFIELD

Awesome work by this Sydney based artist.

How would you like to have 10,000 Twitter followers for a day?...

Fri, 30 Mar 2012 10:56:29 -0400

How would you like to have 10,000 Twitter followers for a day? Or even 1,000,000? Thanks to new website called FAME this could now become a reality. The concept of the new venture is that every day one member who has authorised FAME access to their account is randomly selected to be that day’s winner. The person is then automatically followed by all the other entrants for a 24 hour period, gaining them a huge number of new followers and propelling them to Twitter fame. And as the website grows, so too will the number of followers you win….until, as the creator Adam Ludwin hopes, the winner could gain as many followers as Lady Gaga (a whopping 21 million).

What’s novel about this project is that it’s a social experiment to see whether people, not content, can go viral. And as each random winner is thrust into the limelight, it will be interesting to see what they will communicate to their new, and temporary audience. Sign up to play for yourself here. Source: Sarah Pearson

THE DERELICTS As any oldtimer will tell you, newer is not always...

Fri, 09 Mar 2012 10:33:47 -0500

THE DERELICTS

As any oldtimer will tell you, newer is not always better. There is something very right about a patina acquired over years of honest use, whether on a car, a pair of jeans, or a building. The group at icon4x4.com, who are well known for building modernized old Toyota Landcruisers, has shifted gears and are building modern daily drivers from washed up 50’s cars. Of course this is not a new concept, but never before has it been done to such an advanced technical level. If you see one rolling around town, you’ll know where it came from- but the coolest part is you’ll never know you saw one.

AMAZING SKYSCRAPER CONCEPTS At the conclusion of World War II,...

Tue, 06 Mar 2012 16:59:00 -0500

Pods

Vertical Landfill

Hillside

AMAZING SKYSCRAPER CONCEPTS

At the conclusion of World War II, families moved in droves to the suburbs to get their slice of the white picket fence heaven during a time of liberation. Accompanied by the pinnacle of American automotive design and the epic freedom that driving introduced to the average Joe, raising a family never looked or felt so good. 50 years later we realize that this model of urban sprawl severely taxes infrastructure and resources and we have neglected to consider the merit of earlier planning philosophies which still prove superior to this day. Fortunately, brilliant minds around the world are looking at new ways to increase density. Check out these innovative ideas of re-inventing the modern skyscraper…

jeffgee: Ten months on the road today.

Sat, 11 Feb 2012 14:50:20 -0500

jeffgee:

Ten months on the road today.

STARBUCKS SHIPPING CONTAINER DRIVE THROUGH Starbucks has opened...

Fri, 20 Jan 2012 11:15:43 -0500

STARBUCKS SHIPPING CONTAINER DRIVE THROUGH

Starbucks has opened a new drive-through store in Tukwila, Washington constructed out of four shipping containers that used to deliver the brand’s tea and coffee round the world.

The store was designed by in-house architects and at 448 square feet is similar in size to standard stores with room for three baristas to work. The new store is part of a company initiative to increase sustainability in retail design and reduce energy use and operational costs. Although it’s a one-off for now it’s something that could be rolled out across more locations in the future.

The terms ‘drive-through’ and ‘environmentally friendly’ don’t necessarily go hand in hand but it’s still good to see large corporations actively making an effort to up their green credentials. The reclaimed shipping container as retail space is proving to be a popular way to do this – making good use out of redundant resources as well as creating unique store environments.

Go Leafs Go! Aardy crew is watching the Leafs destroy Minnesota...

Thu, 19 Jan 2012 21:27:30 -0500

Go Leafs Go! Aardy crew is watching the Leafs destroy Minnesota tonight! Nice way to break the losing streak

AARDVARK RUNS TO THE HILLS After a successful launch of the Pace...

Fri, 13 Jan 2012 11:11:16 -0500

Timepiece Heaven

Running To The Hills

Great Display

Slick Style

Excellent Signage

Mont Blanc

The Beautiful Town of Mont Blanc

Geneva Servette's Game

Monster Energy Motocross

AARDVARK RUNS TO THE HILLS

After a successful launch of the Pace Global Advantage Brand in Geneva Switzerland in 2011, Aardvark returned to celebrate the years accomplishments. Thanks to our excellent hosts Christopher Flint and the Honourable Sergio Marchi for a 4 day jet lagged infused timewarp that won’t soon be forgotten.

And the newest edition to the catalogue is… Away in a...

Fri, 23 Dec 2011 11:31:06 -0500

And the newest edition to the catalogue is… Away in a Ranger.

Merry Christmas from all of us at the Underground.

Number 4… Alloy Aardy’s Precious Metal.

Thu, 22 Dec 2011 11:31:05 -0500

Number 4… Alloy Aardy’s Precious Metal.

3RD!

Wed, 21 Dec 2011 11:42:06 -0500

3RD!

The Aardvarks, Hoppin Boppin Rockmas.

Wed, 21 Dec 2011 10:10:41 -0500

The Aardvarks, Hoppin Boppin Rockmas.

Another Christmas is here and that means another Album. We...

Mon, 19 Dec 2011 16:55:11 -0500

Another Christmas is here and that means another Album. We thought we would give you a gift each day by posting our past albums, then on Friday we will be posting the newest edition to the catalogue… Stay tuned!

Lego Lives… Everyone loves Lego, if you don’t you...

Fri, 16 Dec 2011 16:02:52 -0500

Lego Lives…

Everyone loves Lego, if you don’t you clearly do live under a rock (not made of Lego). Have a look at this creative way of incorporating it into our reality.

A good friend of ours has been on a world wide photo tour for...

Mon, 12 Dec 2011 09:47:05 -0500

Teufelsberg. (Devil's Mountain)

Hike

Photo mission with new homey Neill.

A good friend of ours has been on a world wide photo tour for the last 8 months, and has seen some amazing places. Check out his blog!

jeffgee:

Teufelsberg. (Devil’s Mountain). Berlin.

Teufelsberg, is a NSA (spy) field station from the Cold War. It was built on top of a man made hill made from the rubble of about 400,000 destroyed buildings from World War Two. It’s one of the largest built by the National Security Agency.

I roamed this place with my new homey Neill. We both found it incredibly fascinating. The environment, ambience, history, views, art. Such a cool place. Glad I took the time to check it out.

Around the end of our day we met some fine French folk from Paris who joined us for beers and later invited Neill & myself for some dinner at there place. Solid day. Nice evening.

I’ll post more info/details when I get some time. And video to come.

REAL LIFE MARIO CART

Tue, 22 Nov 2011 14:39:36 -0500

REAL LIFE MARIO CART

EAMES: THE ARCHITECT AND THE PAINTER TRAILER James Franco...

Wed, 02 Nov 2011 10:00:05 -0400

EAMES: THE ARCHITECT AND THE PAINTER TRAILER

James Franco narrates this documentary about famed design duo Charles and Ray Eames. Opens November 18, 2011 at the IFC Center in New York City.

MOVEMBER This year the Aardy Boys are growing strong to raise...

Tue, 01 Nov 2011 16:12:33 -0400

MOVEMBER

This year the Aardy Boys are growing strong to raise money for the battle against Prostate Cancer. Ring the bell, and join the fight by donating any amount you can afford. follow this link to our Mospace to make a difference today. Aardy Boys Movember Page

As many of you are aware, the Aardvark Design Super Mega Hyper...

Wed, 26 Oct 2011 16:02:37 -0400

As many of you are aware, the Aardvark Design Super Mega Hyper Global Net International Headquarters are located within a historic building in downtown Oakville. Within that building resides no less than 2 very special clients of ours- 1 O’Finn’s Irish Temper Tavern (check out their new website), and exactly 1 Whiskey Lounge. We do enjoy a working pint when time permits and many creative ideas have transpired within those particular venues due to their warm atmosphere and perfectly poured Guinness. Here are some bars from Abu Dhabi to Thailand to Hollywood which we are sure would stimulate the senses…