A Time For Levi-Strauss

The famous anthropologist and a jeans brand share the same name. While we were saddened at the news of the french intellectual's passing, we're commenting today upon the latter. The jeans brand has itself not been in the best of health in recent years. Grant McKracken points to this in his recent book Chief Culture Officer, by lamenting the billions of dollar in market opportunity the company missed out on by failing to understand the changes fashion in happening around it.

On the streets of San Francisco are examples of spirited Levi's advertising that fits the times. Jeans are a well-worn medium for self expression so it's no surprise that the brand is promoting a belief which it hopes will be shared by the followers it seeks. An added strength in the work (below) is that the themes echo the sentiment of the zeitgeist. Being a time of austerity and uncertainty has forced many people to question old priorities and focus on qualities that are basic yet enduring. We think it's a good move.

Using a Little Visual Wit to Help an Idea Stick

We're bombarded daily with communications imploring us to recycle, to think of the consequences of our actions. These messages have been long overdue, but many of them are being tuned out simply because they are becoming too commonplace.

It is a challenge many companies and their brands face. In the 'noise' or 'clutter' of advertising and promotional appeals, being noticed at all is harder than ever. It was Mae West who famously intoned "It is better to be look-over than over-looked" when asked if she minded being gawped at. Many brands should be so lucky.

So this charming piece of communication stood out effortlessly in a sea of sameness. Here, visual design and a little wit have been imaginatively employed to get the message across without getting in the way. And that's the trick. Not 'design' for its own sake (all too common too is seems these days) but one which inspires the reader to linger and - importantly - take something away that will be remembered.

Communications as oedipal destiny

Poor Oedipus. He was the unfortunate chap destined to encounter the fate he sought to avoid. You have to admire the ancient greeks for their appreciation of irony.

A modern day reenactment was found on the streets of the city by the bay, not by actors but through a visual narrative.



















OFD glanced at the message while walking along Van Ness and were were forced to stop. Three plausible interpretations came to mind:

1. The police should watch out for people loitering in the vicinity who shouldn't be

2. It is the police who shouldn't be loitering and they should heed the warning

3. The police were being told to take the sign which warned others not the loiter


As we lingered in a state of confusion about the variety of possible meanings, we realized we were violating its intent. In creating the outcome it sought to avoid, we found a Oedipus alive and well on the streets of San Francisco. Myths are after all timeless.

Innovative communications: a façade carries the meaning behind it

We recently commented on candy as a communications medium. m&ms being edible confectionery carrying a customizable message it’s ideal for bearing valentine’s day sentiments and surely one of the few situations in which eating one’s words is a virtue.

OFD came across another innovative communications medium. Incorporated into the top of a building façade at 214 Van Ness Avenue are a series of large domes that run from left to right. Equality and Independence is what they spell, but it is through Braille not letters that they communicate the core mission of the inhabitants and the visitors they serve.




































Lighthouse is an organization for the blind and visually impaired. The name implies a unmistakable presence, in this situation drawing visitors towards it rather than warding them away, which it does in a maritime setting.

The architects Jay and Joel Hendler felt that the building had to live up to the expectations embodied in the Lighthouse idea itself. Their solution was to incorporate it in to the facade itself. They created a design that is as visually iconic as it is symbolic of the organization’s mission and purpose. Now when people think of the company there is a distinctive image that is conjured up in their mind to associate with the institute.

A clever - and distinct - element of visual identity and another example of an innovative communications medium on the streets of San Francisco.

Candy as Customizable Communications Medium

OFD reported a missed opportunity at Red Envelope recently. While its printed collar stays won a prestigious award for marketing audacity, buyers are unable to personalize the message upon this otherwise ingenious communications medium.

m&ms have seized the opportunity and are executing it flawlessly, as a trip to their website reveals. They see candy as communications medium, with a wide variety of occasions suggested to commemorate with the brand. Furthermore, they enable the visitor to add up to two lines of text to each of two m&ms as well as pick two colors.












The digital rendering on the m&m's is superb, particularly the application of a chosen color which drips down the face of each candy shell as if it were liquid paint. The three dimensional perspective along with the terrific sheen makes for an incredibly motivating presentation.

Of course, there are limits on what is fit to print, especially on candy. Any words that are deemed inappropriate do not appear on the candy canvas and the visitor is advised why the request has not been met. Our intrepid researcher found two words which had slipped through the editorial net - shag and wank - though it's hard to imagine how either would be welcomed sentiments for expressing a valentine's message.

People want to be more involved in their purchases today, they want to create and collaborate in what they buy and what they give. Red Envelope could take heed of this timely advice.

Communications carpet bombing

Is there some 'rule of five' that decrees communications are more effective when repeated multiple times?

One might be mistaken for thinking so given this street vendor spotted recently on the streets of NYC.

Perhaps it is no more than a left-over legacy of pre-enlightened communications theory from the 1950s.

His advertising room at a premium, the space would be far better spent on increasing the point size for each food he promotes - increasing legibility for further away.

It might also enable enticing adjectives to be included enhancing the appeal of his wares rather than advertising the basic items.

With street vendors a commodity business in this city, it would take only modest measures to brand a seller into a more distinctive, unique provider.