Words and design for a better world.

This is how it's done:



I found this quite captivating. It's a perfect example of being brave about tone of voice. Poverty, AIDS, malnutrition, education... are these subjects about which we can be light - even funny - and still get the message across? This little video shows that not only is this possible, it can actually be the best way to get the message across.

I love the little "(dramatic pause)" title that comes up. It's a joke. Nothing else; no clever angle. Just a gentle little joke. In a message about AIDS and poverty. Then there's the light, conversational tone of the words. It's deceptively effortless.

What these touches do, of course, is engage you. Make you want to hear more. They open the door in your head and let the rest of the message in. (It doesn't hurt that the message is so clear, so potent and so intuitive, either.)

Lastly, of course, the words live in the graphic approach, and the graphic approach is inspired by the words. It's lovely to watch. So you do - and then you hear.

(Many thanks to Tim Rich, who posted about this inspiring marriage of writing and graphic design on the 26 message board.)

Proof that you can design a poster in Word

...but that you really, really shouldn't.

Maybe things are getting better

There's considerable gloom about the environmental situation, of course, but people like this give one equally considerable hope. Great design can be green (and vice versa). An inspiring few minutes.

Just brilliant enough

Leading by example, and making a big impact at the same time: genius.

(Via the always interesting Billboardom.)

Manetone

I just wanted to show you this amazing thing. Loitering in reception at The Partners the other day, I was faced with a funny-looking rendition of Manet's Bar at the Folies Bergere. Looking closer, I discovered it was made up of old Pantone chips. Incredible.

The result of a long night, apparently, this utterly pointless creation is also utterly wonderful - largely because it's so pointless.

Why don't we do more of this sort of thing in our business? Just take time out to make some mad idea real? Or do we, and I just never get to hear about it? If you know of similar splendid design nuttiness, do let me know.

(The Partners also came up with the quite brilliant Grand Tour idea for the National Gallery, putting life-size reproductions of masterpieces all over London. But I don't want to be accused of brown-nosing to clients, so I won't mention it.)

Love the water, hate the name

Hate's a bit strong, really. But 'This Water' doesn't seem to me to have any of the charm, personality or, well, innocence of Innocent, its parent brand. ('Juicy Water' was much nicer, I thought.)

It probably hasn't, but it feels like this name has been through the branding mill, briefed out to earnest consultants with complex theories about the democratisation of information in a Web 2.0 multiverse.

It feels achingly 'now': at once informal and apparently friendly, while also being oblique and modish enough to make one feel one isn't quite in on the joke. It feels, to me, like a brand consultant's brand, not a consumer's brand.

It's a bit unfair to compare it with Innocent, of course. (Especially as I complain about everybody comparing everything to Innocent.) The whole point of the name change is to distinguish it from its illustrious parent. It needs to have its own voice.

But the Innocent name has succeeded, I think, because it links to the product in a direct, almost functional way, as well as being charming, human and original. By comparison, 'This Water' seems rather vague, and perhaps just an excuse to do labels that say things like 'There are 88 cranberries in THIS WATER...', etc.

Having tasted it, I can report that the water itself is delicious. I'll buy it for that reason. (And because they also contribute to Water Aid.) But for me, there won't be that added enjoyment of the brand and its language that you get with an Innocent smoothie.