Jan 30, 2025

Don’t Let Design Get in the Way of a Great Brand Story

Shaun Loftman

About this video

Description

In today’s world of over-hyped design and inflated brand egos, sometimes we need to demonstrate more trust in the unfamiliar process of creating momentum with the end result unsighted. As the holy trinity of Creatives, Collaborators, Clients, we are all seeking the assurance of certainty, but this is something we can seldom guarantee. However, what we can always embark on is a voyage of discovery filled with tall tales and meaningful wins along the way, and where good design always finds a way. In this talk, see how brands can navigate today’s uncertainty by continually seeking the human truth in any assignment or project. Additionally, see how new technology is helping to redefine the creative brief and redirect the creative journey.

Shaun Loftman

With a lifetime's worth of looking, listening and learning, Shaun now drives the overall creative vision across CEEMEA (Central and Eastern Europe, Middle East and Africa) for Landor, one of the truly global branding consultancy firms. He leads brand transformation programs for a variety of commercial and corporate entities across many industry sectors including destination branding, energy, aviation, automotive, finance, healthcare, leisure, luxury and consumer goods. Shaun specializes in strategic brand positioning, creative strategy, identity, visual and experiential expression and has launched a diverse range of brands into the world. Shaun believes in the storytelling nature of good design and its ability to affect culture, behaviour and change.