Job:06-12640 Title:RP-Masters of Design-Corporate Communication
#175 DTP:174 Page:49
RAY Text
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
#175 DTP:174 Page:49
Dockers set out to develop
an iconic khaki, strategi-
cally in sync with the
501 in Levi’s jean lineup.
Dockers K-1 Khakis is
aimed at a younger, trend-
current audience. The
authenticity of the brand
is inspired by the first
khakis developed for the
U.S. Army in the 1930s.
Working closely with
Dockers’ product design-
ers, Brink built a brand
that looks and behaves
so authentically, one might
well believe the U.S. Army
created it during that era.
There is an easy trap to fall into as a designer. That trap
is the prison of “cool.The partners at Tomorrow, Gaby Brink,
Jeff Iorillo, and Tom Roseneld, are masters at avoiding
this trap. The work they create at Tomorrow is about human
connections.I think that esoteric, hipper-than-thou stuff
doesnt cut it with real people in the real world, which
happens to be where most of our clients live,explains Brink.
The heavy consideration of the audience results in a relevant
look and feel for a specic group. This sets off the chain
reaction in the viewers mind and heart, as Brink describes,
“this transforms curiosity into belief.
Gaby Brink
Tomorrow Partners • San Francisco, California, USA
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:50
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RAY Text
Job:06-12640 Title:RP-Masters of Design-Corporate Communication
(160)07-AC52241 #175 DTP:174 Page:50
The solutions at Tomorrow are successful
not because they are beautifully crafted, well
considered, and clear, but because they speak
to a viewer intellectually and emotionally. The
work is direct and idea driven with an obvious
understanding of the audience.
The connection to audience and pursuit of
emotional resonance are primary drivers in
Tomorrow’s work. These attributes permeate
the conceptual and formal choices and
continue into the format chosen for each
communication. Brink says, “The first consid-
eration is context. Where is our audience
experiencing our client’s product or service,
and how can we best connect with them
there?” That place can be the physical world
or electronic world. She asks, “Do we have a
captive audience; are we reaching out to them
or are they coming to us? Are we having an
intimate conversation or do we only have their
attention for a fleeting moment?” The answers
dictate the format from a booklet or poster,
to a website or email campaign. The format
is never driven by the desire to use a specific
medium because the designer is more
comfortable with one rather than another.
Confidence and Sustainable Options
One commonality in all of Tomorrow’s work
is confidence. Each solution unapologetically
has a reason to be. This is a result of smart
and deliberate choices. Brink explains, “If the
format has an element of surprise and delight
and its ‘reason to be’ conceptually stems from
the core idea we’re communicating, it’s sure
to be more engaging.” Tomorrow’s commitment
to sustainable choices is also a factor in the
decision of what to make and how. As an
advisor to the AIGA Center for Sustainable
Design, Brink promotes the integration of
sustainable solutions to the design and
business community. She describes her
process, “I think about where a piece will
go at the end of its lifehow we can keep
it out of the landfill for as long as possible?
If it can inspire another use or life cycle,
fantastic; if it can be reduced to less than
you’d first expect, even better. Not only
because it’s more sustainable, but because
brevity rules in a world where people are
inundated with communication all day long.
The Dockers’ sales force
faced an uphill climb
getting product into retail.
Their mission was to
elevate the sales channel
from mass merchandise
stores to specialty and
fashion retailers. Proving
that even a sell-in presen-
tation can be a powerful
brand-building experience,
Brink created an oversized
steel ammo case that
had eyes popping just
by walking in the room.
It contained lavish
briefing documents,
product blueprints, and
military-style writing.
This business-to-business
presentation became a
branded experience that
opened doors, taking the
brand from the pants
department to the men’s
collections department
and specialty retailers
like Fred Segal and Rolo.
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