Tag: branding

07
Nov

Agency Post Profiles Kate Canada Obregon

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Our Co-Founder/Director of Strategy & Research Kate Canada Obregon has written extensively about the power of data in helping brands to better understand and connect with their audiences in authentic ways.

Agency Post recently profiled Kate on the marriage of social science and research in Oishii Creative’s work for both design and brand clients.

Here’s an excerpt:

Should creative ideas always be based in research and data? How does this foundation provide brands with a more impactful strategy or campaign?

The best creative emerges from a conversation with qualitative and quantitative data sets. I like to know the facts and the big picture that numbers can readily tell us. With that said, numbers do miss the subtleties of opinions, perceptions, and desires. This is where semiotics, ethnography, or other social science methods are extremely valuable tools. The best campaigns I’ve worked on are those where I’ve been able to dig deep into all sorts of data and turn up something unexpected and new. These campaigns end up being the most timely and talked about beyond a quarterly life cycle or the next ad buy season. I like partnering with clients who want to be relevant and let the research lead them beyond trends and into real meaning and relevancy. Audiences and consumers want this, too. 

Check out the full interview here!

16
Aug

Ish Talks PromaxBDA Judging; Metrics for Award-Worthy Design

imagePromaxBDA recently tapped Oishii Creative Principal Ismael Obregon to join the judges panel for its annual awards event, which honors the advertising and broadcast industry’s best design and marketing work.

Ish views his participation as more than a “best practices” accolade; it is an opportunity to meet some of the best and brightest designers, editors and producers working in broadcast and television. The “rules” of broadcast design (written and unwritten) are well known among influencers and decision-makers in our industry. They have proven to be instrumental in keeping audiences engaged and watching content across all channels and platforms. But for Ish, there is more to assessing creative work than applying guidelines. Here are some of his own metrics for award-worthy design:

Read and Research
“Well-read and knowledgeable designers are not just clichés. Promos have a script – a cadence with a tone and style. I’m always looking for the inspired piece, and that usually happens with effort. Inspiration means looking at your work through different lenses. Whether by way of research, books, or conferences – even looking at your competitors’ work – the practice of innovative design-thinking begins with an open mind that is ready to absorb any and all combinations of inspiration.”

Use the Rules to Break Patterns
“Everyday creativists play by the rules, and the rules of branding, design and culture need to be understood, unconscious even. A designer might see an assignment with a new tweak, a new perspective, and simple shifts can become new elements of the brand.”

Small is Big
“Most designers know how to use the tools. I’m interested in how designers use their skill sets. The biggest impact comes from the small details and I pay close attention to how skill sets are used when judging work, the rendering techniques or animation approaches. Regardless of what technical approach is taken, I’m always interested in someone’s ability to create emotional connections with audiences. That’s what differentiates a good piece from a great piece.”


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