Mark Paton and Caz Hildebrand : Crafting brand narratives

10 : 07 : 2011 Here Design : Caz Hildebrand : Mark Paton

‘We are obsessed with the craft, detail and quality of every communication a brand makes,’ says Caz Hildebrand, co-founder of Here Design. ‘Whether it’s an email sign-off, a business card or a massive book, everything has to be perfectly considered, crafted and made as well as it can be.’

A multi-disciplinary design agency, Here Design uses an approach that teaches clients about themselves before bringing unseen elements to the fore through crafted designs and messages.

In designing restaurant Nopi, Here Design incorporated the brand’s symbol into the napkin rings, and even into the collars of the waiting staff’s uniforms. Using a theme that ran throughout the design gave the restaurant a polished look.

‘We reflect what we have identified – what they do, how they are perceived and what they represent – back to brands. And that can give them a surprising insight into what they are and how they’re valued,’ says Hildebrand.

Crafted values
While creating a campaign for artisan bakers Gail’s Bakery, Here Design noticed that the bakery had never made the methods involved in making their bread a prominent message of their brand. The designers made z cards, which unfolded to describe the processes that the bakers use to make their speciality breads, and put them through the letterboxes of residents in the bakery’s local community.

‘It wasn’t a complicated idea,’ says Hildebrand, ‘but something about creating a tone of voice, while crafting the z card as something that people could connect with visually and enjoy reading, had a very empowering effect on the brand.’

Inherent value
Here Design is inspired by the ways in which products are given an innate value when they have been crafted well, and adopts this ethos within its work.

‘One of the things that we’re really interested in is what makes a book from the turn of the century have an intrinsic value, compared with a modern book, which is disposable after five years,’ says Mark Paton, co-founder of Here Design. ‘So our aspiration is to try and learn from that, and to bring some of that craft back into our designs, so they stand the test of time.’

Top five take-outs

1: It’s what you do with it. Here Design makes its service even more valuable by educating clients about themselves.

2: Well-crafted objects and messages have innate value. Investing time and expertise in your product or design means that it will increase rather than decrease in value.

3: Creating a uniform, well-made, aesthetic through every level of a brand’s communication gives it a complete and 3D identity.

4: Keep it simple, and do it well. Many restaurants drop flyers through letterboxes. The Gail’s Bakery campaign was successful because of how well the z cards were crafted.

5: Transfer knowledge. Here Design applies its learning from one project to different scenarios. Its use of crafted design is apparent in all its work.

The Tale of an Artisan Bakery for Gail's Artisan Bakery The Tale of an Artisan Bakery for Gail's Artisan Bakery
Nopi identity by Here Design Nopi identity by Here Design
Nopi identity by Here Design Nopi identity by Here Design
Nopi identity by Here Design Nopi identity by Here Design
Nopi identity by Here Design Nopi identity by Here Design
Bocca Cookbook by Here Design Bocca Cookbook by Here Design
Bocca Cookbook by Here Design Bocca Cookbook by Here Design
Bocca Cookbook by Here Design Bocca Cookbook by Here Design
The Tale of an Artisan Bakery for Gail's Artisan Bakery The Tale of an Artisan Bakery for Gail's Artisan Bakery
The Tale of an Artisan Bakery for Gail's Artisan Bakery The Tale of an Artisan Bakery for Gail's Artisan Bakery

‘Global insight that inspires thinking, drives ideas and kick-starts innovation.’

The LS:N Global promise

Created by The Future Laboratory, LS:N Global is a trends and insight network that plugs you into what is new, next and innovative in consumer needs and lifestyle behaviour.

Get started Watch video