BLOW IS A CREATIVE BUREAU FOR BRANDS
Yes, it’s ‘Bureau’. Why? Well, for starters, at least one French person works here and we be damned if we didn’t respect his heritage.
Creativity is giving ideas purpose. For brands, this could be a specific set of KPIs, an integrated communications plan or even a long term vision – considerations, you don’t want to brief your typical run-of-the-mill design goblins with.
Blow follows a strictly strategic design approach: Original research methods, combined with layered design thinking reveal striking connections in the cultural landscape and create brands with remarkable character. The, in all honesty, unlikely combination of both, strategy and design thinking, makes Blow a rare commodity and gives your brand full access to its potential.
“From one thing, know 10,000 things.
This is the principle of strategy.”
- Miyamoto Musashi
CONGRUENTLY, WE OFFER A JOLLY ASSEMBLAGE OF
SERVICES
Blow’s process spans a wide cross-section of services typically not found within one outfit – albeit for a descriptive name that sounds about as rickety as an airbag made by bees, our process is in fact derived from theoretical quantum mechanics. Word.
If you feel like it, click ‘more’ and get ready to have your mind... leveled.
“When the going gets weird,
the weird turn pro.”
- Hunter S Thompson
What’s brand new? – It is what has only just become known.
Simply put, what’s known is part of our consciousness. That which is not is, well... new.
Not counting the medieval McGuffin, the Really-Not-So-Dope Aether, we have had around three working models to understand phenomena – what we see but can’t explain. The spiritual tradition lays out the immanent and the transcendent. Twentieth century psychology has informed our understanding of the conscious and subconscious mind. But three time’s a charm and today the quantum and the macro realm seem to take the cake.
Why would Blow be concerned with this? Because super nature also gives us a decent two-finger grasp of a tiny handle on creativity, a glimpse at the mechanics of coming up with new ideas. Because, if you really, really look for something, the possibility that it will be there isn’t bad. Not bad at all. It could even be somewhere else – if anyone cared to look, that is. And technically it's not really there, but in possibility it is. In a quantum sense it is... which, at first glance seems to make about as much sense as stapling your tongue to a perfectly good wall.
This aspect of quantum theory however could quite possibly explain creativity in a scientific way, provide detail intelligibly omitted in the latest ‘Inside the Outside of the Box’ TED talk about creativity – not elude to techniques which will make you more creative in only 6 minutes, that’s a Google Problem, but sufficiently explain it.
Creativity is manifested possibility.
What is possible?
Almost anything.
Why only almost?
Cause some infinities are way bigger than others.
Why is creativity even important when there’s wind turbines that kill all the birds, global pandemics that benefit the rich and we haven’t even started getting the plastic out of all the penguins around? Plus, our sun is dying, right?
Well, why indeed?
Try this… and just look around. Everything you see that is not a tree or a pile of horse shit is made from creativity.
The actual creative process is a four step process* (Haha! A Four-Step-Process? When was this game-breaker thought up, in the 90s?! – Yes, probably.)
Step one: Preparation.
That is to say, you spend your time researching and analysing facts, many of them, informing a network of correlation and significance between them. Play around with what you find interesting, build tables, matrices, sketches, mind maps, charts... anything will do. After that, you’re almost done – with the whole process that is. Research time is after all quality time. You should practice this thoroughly.
Before we move on to the next step, we should consider a peculiar fact about creative people. A common habit of highly creative people is that they often do...
Step two: Nothing.
For this research to resonate and create actuality, you will have to run with the idea that our patterns of thinking function like waves. They are possibilities of meaning not manifested yet – One hand clapping, a wave expanding in a pool. They need to grow in meaning, propagate to eventually correlate with other expanding thoughts, possibilities of meaning – things you already know, even unconsciously. While you 'do nothing' (in any other event an oxymoron), the correlation gives 'gestalt', thoughts become visible in the pool of possibility, so to speak. Then the conscious mind can seek these out and manifest them as a new idea. Hence this step is more accurately described as ‘incubation’.
You might be thinking, this sure sounds strange but is somewhat endearing – apart from giving it a fake name to be lippy.
So, with doing a lot and then nothing, I can come up with a whole bunch of things? Great... How does it, my conscious mind, choose the right one though – the right idea? Where is the purpose? This is all still in response to a marketing brief, right?!?
Purpose comes from what we set our mind to, quite literally, in the first step. You were supposed to practice this thoroughly, come on!
Why would it take time to have possibilities interact with possibilities in the quantum realm when everything moves with the speed of light, or actually way faster, non-local communication, outside of space and time? Wouldn’t it be instantaneous? Anything our conscious mind selects as a possible idea is actually a manifested idea already, not possibility – in a quantum sense. Now imagine how many possible stupid things you can think of consciously before you think of anything half-decent if you concentrate on those things?
Lots.
Well, there is lots more unconscious(!) that your conscious mind is not even aware of – it’s a very, very big pool. And maybe that's why it does take time.
Then there is two more steps to this which are probably around strategising and implementing your brand new idea. Or something like that. But you don't need anyone explaining that to you if you read up to here.
P.S.
If we hear ‘creativity’ another 20.000 times at an Adobe Creative Cloud Event, we will eventually send a bad email. You guys are making a mockery of our profession.
*Thanks to Dr. Amit Goswami for this incredible insight. The part about the unconscious pool size and space time is not his work but Blow’s own little special project, so please get mad at us if we got this or actually anything else wrong.
VOICE STYLE ATMOSPHERE IMMERSION LOYALTY DESIGN-THINKING TYPOGRAPHY RESPONSIVE-DESIGN COHERENCE BRAND-STYLE VARIANCE CONVERSATIONS IDENTITY ASSOCIATIONS POST-DIGITAL AMBIENCE COMPETITIVE-TERRAIN INFLUENCERS DISTINCTION PERSONALISATION RESONANCE VISION PURPOSE RATIONALE FORCE-MAJEUR COMMUNITY BRAND-MECHANICS EMOTIONAL-USE RATIONAL-USE SIGNATURE ASSOCIATIONS BEHAVIOURS VALUES BRAND-LINE IMPACT NEO-MINIMALISM HOLISM LONG-TAIL VOICE STYLE ATMOSPHERE IMMERSION LOYALTY DESIGN-THINKING TYPOGRAPHY RESPONSIVE-DESIGN COHERENCE BRAND-STYLE VARIANCE CONVERSATIONS IDENTITY ASSOCIATIONS POST-DIGITAL AMBIENCE COMPETITIVE-TERRAIN INFLUENCERS DISTINCTION PERSONALISATION RESONANCE VISION PURPOSE RATIONALE FORCE-MAJEUR COMMUNITY BRAND-MECHANICS EMOTIONAL-USE RATIONAL-USE SIGNATURE ASSOCIATIONS BEHAVIOURS VALUES BRAND-LINE IMPACT NEO-MINIMALISM HOLISM LONG-TAIL
TO FRAME AND CURATE HEAD-SPACE
IS OUR
METHOD
When we think about Brand Building, we think about Brand Constellations. We know how this sounds, but if you decide to click ‘More’ and spend two minutes of attentive reading, this very word ‘Constellation’ will intrinsically expand your perception of brands and at the same time, inform you towards a direction of positive potential for your brand. A conceptual model for brand building should do at least that. At least.
Hope you didn’t expect a quirkier metaphor to speak conceptually about brands. We actually have something here and it not your grandma's astrology. In case you were wondering.
We don’t think astrology is anything but pseudo-science. There is a narrative quality to it however which ties to epistemology and memory... alright, we take it all back: House of Aquarius rules!
Outstanding consumer experiences with one particular brand are far and few between. Most people are interacting with products and services of an ever expanding number of brands on an ever expanding number of occasions: Your cereal, your pants, your light bulbs, your car, advertising... do we need more proof that we exist in a gigantic entropy? Only sometimes, somewhere, someone does their job right and a brand experience stands out to a consumer; is significant enough to be remembered – consciously, or not. An outstanding brand experience is like the brightest star among a plethora of stars. And sometimes, you run into another brand touch-point of the exact same brand, by chance – or by re-marketing. But be that as it may, if it matches your initial outstanding experience; a pattern is formed. This is significant because over millennia we have developed one most effective way to remember and understand the world: A narrative pattern. Stories tap into the existing circuitry in our brains, as our own life is remembered as a story and two dots connecting will have you believe that something is starting to take shape. And indeed it is.
Let's imagine these standout events as two stars. These two seemingly disconnected but similar brand experiences are the eyes of a giant dragon in the sky. 'Oooh!' It gets better, because there are nine more stars outlining the dragon’s shape on the firmament. 'No way!' Yes, way! Let us outline this in more detail... These over there, that’s the claws. Then in the centre, the body and these three are the tail – you see the dragon? And then you go: 'Oh wow! That’s really a dragon! Amazing.’ or maybe simply ‘Alright. I get it.’, something like that – doesn't matter. But for our purposes, this dragon constellation represents the rationale of your brand.
The grandeur of this revelation has to be compelling, has to ring true. What looks like an eggplant cluster of stars is never going to be a dragon. But once sold on the semiotics, it’s easy to identify all the brand touch-points because you can recall how they align to create a meaningful shape – a pattern. It’s your dragon. And if tomorrow another ad is trying to convince you, the three stars in the dragon’s tail are really the collar of a celestial Pomeranian, you won’t be swayed. There is no Pomeranian. But the dragon makes a lot of sense. Brand reality and consumer reality are aligned and on this basis, communication is meaningful. Not only that, you are now also able to look at a million stars and find the eleven exact ones of them that make a brand – a very impressive cognitive task, aided by pattern recognition.
We’re speaking in metaphors of course, but these constellations do need to make sense for people to memorise and empathise with. A convoluted and incoherent story is almost impossible to remember. For example, a dragon eye can hardly be a collection of three stars – to stay within our exemplary metaphor. If that was the case, you are probably not a dragon. And that’s ok, too. Be something different.
It’s Blow’s job (… we’ve heard it all) to find interesting insights about brands which lead to the creation of memorable and compelling experiences – the ones that make sense and excite! We weave them into a constellation that your customers like so much, they won't share any part of it to build a different one. Owning a part of the sky is comparable to owning a chunk of the market, if you really need to bring this grand metaphor down to a spreadsheet. Losing a star in your constellation to another brand will likely result in the loss of significant market share. But defining and understanding a brand in this fashion will make it easier, if not intuitive, to create outstanding and irreplicable experiences.
BACK TO TOP
FIN
The information contained in this website is for general information purposes only. The information is provided by Blow and while we endeavour to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability or availability with respect to the website or the information, products, services, or related graphics contained on the website for any purpose. Any reliance you place on such information is therefore strictly at your own risk.
In no event will we be liable for any loss or damage including without limitation, indirect or consequential loss or damage, or any loss or damage whatsoever arising from loss of data or profits arising out of, or in connection with, the use of this website.
Through this website you are able to link to other websites which are not under the control of Blow. We have no control over the nature, content and availability of those sites. The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.
Every effort is made to keep the website up and running smoothly. However, Blow takes no responsibility for, and will not be liable for, the website being temporarily unavailable due to technical issues beyond our control.
FOR YOUR CONSIDERATION, SOME OF OUR
LATEST WORK
The honest plan is to update this regularly and make it worth your time to come back and have a look.
Or feel free to peruse our archive and browse ‘All Work’ using your favourite search terms.
FACT
INSIGHT
Singular BRand Building Discipline
BRAND
CONSTELLATION
STRATEGY x DESIGN
COGNITION
FICTION
WORLD FAMOUS
BRAND NEW
SINCE 2010
SYDNEY • NEW YORK • SINGAPORE • LONDON • MONACO • ROME • HAMBURG
THE BRANDS AND THE GOOD-LOOKING, BOLD PEOPLE BEHIND THEM WE CALL
CLIENTS
Thank you for entrusting us with your ideas and accomplishments. There is no greater compliment to our work.
Not greater, but more personal and wittier than our own socked laudations are these testimonials...
"Blow developed an amazing, future forward looking brand identity that has remained relevant, flexible and inspiring to our business as we have evolved who we are and what we stand for."
Lyndall Spooner
Director, 5D, Australia
"Blow took ‘Louder’, our motivations, personal inspirations, our general antipathy towards the status quo and returned back to us beautifully elegant design and style, unique positioning that was authentically Louder, and plenty of thought provoking ideas, debated over hard liquor with hearty enthusiasm."
Andrew Hughes
Consultant / Founder, Louder, Australia
"The only reason we are entertaining your bullshit is because of your so-so talent. We have dealt with artists like you before."
Paul Brown
Owner, Jersey Boyz Pizza, USA
"Blow has helped us to create a unique and punchy brand that fits with who we are and the type of organisation we want to build. The design decisions they made in the formation of our brand have breathed life into a stream of creative ideas from Blow, that have helped us to develop our brand as our company grows."
Angus Dorney
Co-CEO, Kablamo, Australia
"Blow has been an absolute pleasure to work with in developing websites and social media platforms for our two companies. They have both, creative minds and a talent for understanding business. Blow has come up with innovative ideas that we have adopted - over and above the role that we engaged them for. Blow’s intelligent enthusiasm is infectious."
Meryl Hare
Principal, Hare + Klein, Australia
“I’ve been working with Blow for more than 10 years. I can’t speak highly enough of the work they’ve done for us during that time. Creativity. Quality. Commitment. In fact, I’ve never had them let me down once and that’s a pretty rare thing these days. I can’t recommend them highly enough."
Mat Baxter
Global CEO, Initiative, USA
GRAPHIC DESIGN
BRAND STRATEGY
MAKE
BRANDS
WE
Just for a minute,
forget what you think your business is.
Design is everybody’s business.
A business following a built-in pattern across all its touch points imprints loyalty. This pattern is by design.
It is what makes a business a brand.
…
Your business could be a pizza shop in New Jersey,
a Sydney online video talent agency or
a multinational media network,
if your brand is in turbulence – bring the ruckus.
Blow is an expert for brand design and strategy.
We’d like to hear from you.
SERVICES
STRATEGY
CONTACT
CLIENTS
DESIGN
BLOW IS
A CREATIVE BUREAU
FOR BRANDS
Yes, it’s ‘Bureau’. Why? Well, for starters, at least one French person works here and we be damned if we didn’t respect his heritage.
Creativity is giving ideas purpose. For brands, this could be a specific set of KPIs, an integrated communications plan or even a long term vision – considerations, you don’t want to brief your typical run-of-the-mill design goblins with.
Blow follows a strictly strategic design approach: Original research methods, combined with layered design thinking reveal striking connections in the cultural landscape and create brands with remarkable character. The, in all honesty, unlikely combination of both, strategy and design thinking, makes Blow a rare commodity and gives your brand full access to its potential.
“From one thing, know 10.000 things.
This is the principle of strategy.”
- Miyamoto Musashi
WORLD FAMOUS
BRAND NEW
SINCE 2010
SYDNEY • NEW YORK • SINGAPORE LONDON • MONACO • ROME • HAMBURG
MAKE
BRANDS
WE
For just a minute,
forget what you think your business is.
Design is everybody’s business.
A business following a built-in pattern across all its touch points imprints loyalty. This pattern is by design.
It is what makes a business a brand.
Your business could be
a pizza shop in New Jersey,
a Sydney online video talent agency
or a multinational media network,
if your brand is in turbulence
– bring the ruckus.
Blow is an expert for
brand design and strategy.
We’d like to hear from you.