LESS IS MORE : get back to the essentials on the design side
‘Emotional minimalism’, ‘frugalism’, ‘consume less but better’… for years now, brands have been encouraging minimalism as a duty; the removal of the artificial and a return to the essential. What does that mean in real terms? Kim Hartmann the Head of Strategic Planning helps us discover this style and the myriad opportunities for brands.
LESS IS MORE : The dazzling return of optimisation on the design side
Brands have embraced the minimalist style over the last few years. They have simplified their brand assets, clarified their messages around the product or service’s primary function. As a creative exercise it can be as effective as it is perilous. Vincent Viard, Head of Structural Design at the agency, shows us how brands use this style.
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