The Hive Principle

THE HIVE PRINCIPLE In today’s ever-changing and cluttered world, consumers can only retain a certain number of assets associated with your brand at any one time. In an effort to survive and remain relevant, brands need to move beyond “need state” execution to “love state” relationships. As a bee is instinctively drawn to the flower, brand assets need to be developed to draw the consumer to the brand. It is time to think beyond the expected, and to drive powerful design-led solutions that will inspire the brand’s consumer-facing expectations and experiences. Inspirational, designer-centric briefs should be grounded in a big idea that enables the brand to challenge category conventions. Category conventions and semiotic codes of any given category are often overlooked, or worse, still not understood. I believe that these design conventions can be easily broken down into a simple formula to help inspire the brief and inform the future success of the brand. SERVICES Design & Innovation • Brand Asset Evaluation • Keynote Speaking I BELIEVE IN • The power of a handshake and the collective human spirit to get things accomplished as a team. • The creative journey that builds brands, creates meaningful businesses and turns careers into friendships. • The brand ideas that stand the test of time—not just a decoration station based on the latest design trend. • Ideas that are grounded in consumer observations, brand and category histories—and the consumer need state. —DYFED “FRED” RICHARDS