Patxi Martin
SELECT :
BRAND GENETICS
If last semester was dedicated to architecture and its DNA, the coming one
will look into interpretation; shifting focus to the collective methods of enterprise,
business and their respective identities.
Design is a word that gets bandied about a lot at Airbnb, whether it’s
applied to the food, the employee experience or the space itself. ”The food is actually
designed. We specifically choose our chef because he designs food we believe is
appropriate. It’s locally sourced, aims for zero waste and is exceptionally nutritious.”
This transitive ability of design presents evidence that brand , although an immaterial
concept, can materialize through auxiliary types. Genetic information influences
operations and output regardless of scale, medium or hierarchy.
The first exercise will analyze and identify brand using biological terms which
will be used to describe and discuss candidates relative to one another.
I chose 3 brands which is Moon Express, Tile and Thinx
The first brand is Moon Express which is a company with the goal of ultimately mining the moon
for natural resources of economic value for the benefit of humanity. I already listed out in the plate
above on the right the terms that express the brands well which is scientific and futuristic of how they
involved high technology and ambitious/visionary as how they made plan for the future already.
Optimistic as how they are doing public education and campaign but importantly I choose to focus on
trust and reliability becuase it's interesting how they haven't succeeded yet but many people still believed
they can. And in a diagram on the right I divided it in 2 ways of how they can gain trust.
The second brand is Tile which is a Bluetooth tracker device with a largest lost & found
community. "similar to the first brand I list out all the main identity which is functional, smart,
durable and simple which can already describe Tile physically very well. Tile is also
customizable where you can choose your own case or personalized your own Tile. The main
topic I focus on is community. The video below will show how it works. The diagram on the right
above shows the community from when there's not many Til user back in the past and Tile users
nowsadays. Tile not only connected people with their stuff but also connected people together.
VIDEO
The last brand is Thinx which did quite a good job of understanding what women want.
It is a period-proof underwear where it was once banned from the advertisement because
they were using the word period so it's quite obvious that they are straightforward.
It's also zero-waste because they reduce the use of tampons and they also do a charity
campaign for women in African. In the right plate, I focused on the technology and cloth
they used, the sewing method and what happened in between layers.
On the last diagram, I choose the common identity between the two brands first to see the
bigger picture and narrow it down by combining all three and arrange it so it is more understandable.
As it shown its ends with trust so on the bottom I showed how trust had been made and gained
by the three companies and because everybody doesn't define trust the same way they did I had quite
a big problem on choosing what really is the issue to focus on.
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"Thank you"
