2012 Winners & Shortlists

Brief Explanation

The world has changed fundamentally. Today the survival of brands depends on fundamental change. Interesting Times is a post-paradigm-shift enterprise, specializing in creative marketing solutions. Don’t ask what is it we really do at Interesting Times, for it changes as we do it. And this was the exact driving thought behind our corporate identity.

The Brief

'May you live in Interesting Times" and we do not mean our offices. This popular Chinese curse refers to times of change and unfamiliar conditions that set people off, and could often be viewed as unpleasant times. We see things differently. And we wanted an identity that reflects these continually changing times we live in.

How the final design was conceived

We wanted our identity to flow with our ever-changing environment. We needed it to remain unbounded by guidelines. And so we decided that the only guideline we needed and the only constant would be: change. Starting with our company logo, which changed with every new client presentation, almost every week.

Indication of how successful the outcome was in the market

We ended up with a design identity that was a conversation starter at every meeting we have.