You're invited to download an 8-page Acrobat PDF reprint of the article The Core Creative Concept in Branding: A Streamlined Approach written by Kim Zarney for the Design Management Journal Volume 13, Number 4, Fall 2002.
In his Editors Notes, Package Design: A Nexus for Creativity and Business Success, Dr. Thomas Walton wrote the following:
Kim Zarney, President of Zarney Creative, a package design consultancy in Cleveland, Ohio, gives pragmatic advice on the package design process. For any project he stresses the necessity of having a core creative concept a statement articulating goals, audience, and content that can be used as a baseline for evaluating design options. Of course, it is essential to define schedule and budget parameters, as well as other constraints, such as availability of art and limitations in displaying product. In making judgements, executives and the design team need to assess the effectiveness of the interaction between package and potential customers. A case study allows Zarney to reinforce key elements of his approach. The Little Giant Pump Company wanted to expand its share of the water-garden accessories market with a line specifically for lawn and garden retail- interaction between package and potential customers. A case study allows Zarney to reinforce key elements of his approach. The Little Giant Pump Company wanted to expand its share of the water-garden accessories market with a line specifically for lawn and garden retailers. After studying the problem and devising a clear core creative concept, the result is the successful and acclaimed PondWorks merchandising system, a modular package and display format that sells the dream of a beautiful water garden as the pathway to selling all the Little Giant Pump Company components required to create that garden.
Design Management Journal is devoted to articles and case studies exploring how designin products, communication, and environments is an essential resource, a component of every organization that can be effectively managed to make important contributions to the bottom line and to long-term success. A publication of the Design Management Institute, individual copies of this and other DMI Journal articles are available for purchase at www.dmi.org/publications.
