Global Design Practice Lecture by Harriet Ferguson of Pearlfisher

Key Concepts Covered:

• Positives of Global Collaboration: if you go global you have access to a more diverse talent pool, multicultural perspectives, and ability to source design partners internationally.
• Challenges of Global Design: Navigating cultural differences in design interpretation (colours and symbols), language barriers, and also time zone differences.
• Importance of Authenticity: Creating designs with genuine stories and avoiding superficial imitation of cultures. Consumers value brands with genuine principles.
• Simplicity in Global Branding: Simple, iconic branding and communication are crucial for global brand recognition and appeal (for example Apple, McDonald's, Coca-Cola).
• Sustainability and Brand Responsibility: Consumers expect brands to be sustainable and ethical. Brands that prioritise these values are gaining traction (Karma Cola, Oatly).
• Emotional Engagement: Creating unique and memorable brand experiences through design, including personalised and interactive elements.

Important Examples or Case Studies:

• Paul Fisher's work for Taylors of Harrogate: Showcased sourcing illustrators from different countries to create unique packaging.
• FEM tampon brand in China: Example of a Western agency working with a Chinese client to address cultural sensitivities and create a successful product.
• Havana Club branding: Highlighted the importance of cultural immersion and collaboration with local artists to create authentic brand experiences.
• Hendrick's Gin: Discussed the use of "vintage" branding and its potential impact on authenticity.
• Waterstones redesign: Showcased the power of consumer feedback and the internet in influencing brand decisions.
• Apple's branding and marketing: Example of a brand that creates strong emotional connections with consumers through design and advertising.
• Karma Cola and Oatly: Examples of brands with strong principles and sustainable practices.

My Reflection: