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BARE


Bare. It’s a movement. It’s about willing brands, designers and marketers turning their backs on the manipulation of consumers and embracing the change that is transparency. We need to start being open and honest with our audiences. It’s about time we strip off and get our bits out for consumers.


“Everyone says they’re authentic. Whats the opposite? Bullshit?”

01

Erik Spiekermann He is an information architect, a type designer (FF Meta, FF MetaSerif, ITC Officina, FF Govan, FF Info, FF Unit, LoType, Berliner Grotesk and many corporate typefaces) and an author of many books and articles on type and typography. In 1979, he founded MetaDesign, Germany’s largest design firm with offices in Berlin, London and San Francisco. Projects included corporate design programmes for Audi, Skoda, Volkswagen, Lexus, Heidelberg Printing and way­finding projects like Berlin Transit, Düsseldorf Airport and many others. In 1988 he started FontShop, a company for the production and distribution of electronic fonts.


“People make decisions with their whole being. With their heart and their head.”

02

Saga Shoffner Executive brand marketer and leader. 20+ years NIKE Brand Marketing and advertising. Experience includes strategic leadership, creative communications, global brand positioning, agency management, brand marketing vision, dynamic public speaker, focus on integration, internal & external communications, brand identity and business results. Saga Shoffner joined Owens-Illinois as the glass packaging company prepared to reposition its brand and introduce a campaign centered on the quality, health and environmental benefits of its product. Love Bottle Co was a message that resonated with the former associate advertising director of Nike, who relocated from the West Coast to Toledo, Ohio, to steer the company’s “Glass Is Life” campaign.


03

Simon Coley The creative brain behind New Zealand’s fastest growing company; Powershop and the All Good brand of ethical and organic products including Karma Cola, Simon Coley has worked as a designer, creative director and marketing specialist around the globe. Before founding Powershop and All Good, Simon was the Marketing Director for 42 Below Vodka. He was responsible for marketing efforts, in New Zealand and internationally, and a range of new products under the 42 Below brand. Prior to that he worked with New Zealand Trade & Enterprise to create the Better by Design programme to help Kiwi companies gain a competitive design edge for marketing off shore.

“Transparency is very important to us. In everything we do. We list everything that goes into our drinks. We have no secrets.”


04

Dara O’Rourke An associate professor at the University of California, Berkeley and the co-founder of GoodGuide. He studies the environmental, social, and health impacts of global production systems and new strategies of governance. He is currently conducting research on a number of global supply chains - from resource extraction, to manufacturing, to use and disposal. He is also leading a team of researchers focused on analyzing and improving the quality of information available to consumers on the social, environmental, and health impacts of products and companies; researching the impacts of this information on consumer behavior; and developing tools to better deliver information to consumers that actually supports behavior change.

“Anywhere someone thinks about a product or company we want to get them the best available information and ultimately make the market much more transparent.�


Jim Goldberg Goldberg is best known for his photography books, multi-media exhibitions, and video installations, among them: Rich and Poor (1985), Nursing Home, Raised by Wolves (1995), Hospice, and Open See (2009). Goldberg photographs sub-cultures, creating photo collages, and including text with his photographs, often written by his subjects. Goldberg is part of the social aims movement in photography, using a straightforward, cinéma vérité approach, based on a fundamentally narrative understanding of photography. His empathy and the uniqueness of the subjects emerge in his works, “forming a context within which the viewer may integrate the unthinkable into the concept of self. Thus diffused, this terrifying other is restored as a universal.”

05

“Based on what I was witnessing on the streets, I knew that I needed to record what I was experiencing in ways that just couldn’t be done with the camera alone.”


Timetable 09:00

registration and coffee

09:45

Welcome

10:00

Keynote speaker: Erik Spiekermann

11:00

Break

11:30

Speaker 1: Saga Shoffner

12:30

Lunch

13:30

Speaker 2: Simon Coley

14:30

Speaker 3: Dara O’Rourke

15:00

Speaker 4: Jim Goldberg

16:00

Wrap up

16:15

Break

17:00

Workshop: Being Bare with Consumers

18:00

Wrap up and after party


“Honesty is the first chapter in the book of wisdom� Thomas Jefferson


Massey University Te Ara Hihiko, The Pit Massey University Entrance E Buckle Street, Wellington, New Zealand 25_11_18 9:30 to 17:30

Online registrations are now open at http://creative.massey.ac.nz or you can register for tickets by calling +64 4 8012794. Stay up-to-date! Join the BARE Facebook group and follow the BARE Twitter group.

Bare  

Theoretical booklet for a conference about brand authenticity in design.

Bare  

Theoretical booklet for a conference about brand authenticity in design.

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