Unveiling Differin’s Brand Refresh Campaign — Melatan Riden // Deutsch New York
Melatan Riden
Deutsch New York
- Part 1 Unveiling Differin’s Brand Refresh Campaign — Melatan Riden // Deutsch New York
- Part 2How H&M Revolutionized Recruitment Campaigns — Melatan Riden // Deutsch New York
Show Notes
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01:56Melatans professional journey in designMelatan, a Canadian graphic designer, worked in small specialized studios and multidisciplinary agencies such as Sid Lee and Anomaly before relocating to New York. There, she joined global advertising agencies, contributing to larger campaigns and film projects.
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03:26What differentiates brand agencies from global advertising agenciesBrand agencies concentrate on creating the brand itselfits purpose, identity, and behaviors. Whereas, global advertising agencies focus on showcasing that brand to the world in terms of campaigns and communications.
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14:30Deutsch New Yorks brand refresh campaign for DifferinDifferin, a drugstore acne medication, needed to create a new identity and reach a broader audience. The aim of the campaign was to speak to Gen Z while retaining an efficacious brand identity, avoiding extremes of being purely fun or solely medication-based existing options in the market.
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06:58Challenges faced during Deutsch New Yorks brand refresh campaign for DifferinThe campaign faced a tight timeline, aiming for a quick refresh while maintaining existing brand equities like packaging and color palette. Balancing the introduction of new elements to appeal to a new audience without alienating the existing one posed a significant challenge.
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08:57Challenges in transformational brand work and the refresh design processThe challenge lies in executing transformational work while navigating restrictions like retaining logos or specific elements. The creative process involves adapting an established formula to suit varying brand needs and briefs, typically starting with a kickoff session to discuss goals.
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10:33Strategic exploration in Differin's brand refresh campaignThe brand audit allowed Deutsch to understand and explore the competition for inspiration and opportunities. Engaging target demographic interns provided valuable insights, uncovering assets to leverage for greater distinction while preserving existing equities.
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13:37Timeline of the Differin brand refresh campaignThe entire process, from audit to approvals, took approximately 8-12 weeks. Despite the urgency in this particular campaign, occasional pauses due to changing briefs or leadership can affect the process, but the Differin campaign was a quick one overall.
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14:23Results of the Differin brand refresh campaignUltimately, the campaign resulted in a beautiful portfolio of new qualifiers and claims, and Differin was happy with the work. Moreover, as a result of Deutschs work for Differin, they landed the opportunity to refresh another product within the same parent company.
Quotes
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"We have a number of clients with an appetite for transformation, but you can't change the logo, you can't change this, that, or the other. Its challenging, but that's the work we have to do. That's the creative process." - Melatan Riden
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"You want companies and brands to see the work that you did with one person and come to you and say, hey, I want that." - Melatan Riden
- Part 1 Unveiling Differin’s Brand Refresh Campaign — Melatan Riden // Deutsch New York
- Part 2How H&M Revolutionized Recruitment Campaigns — Melatan Riden // Deutsch New York
Up Next:
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Part 1Unveiling Differin’s Brand Refresh Campaign — Melatan Riden // Deutsch New York
Melatan Riden, EVP of Art & Design at Deutsch New York, delves into Deutsch’s brand refresh for Differin. When brands want to attract a new audience but keep existing brand equities, it can be a challenge for the team responsible for the design process. Essentially, you're working against a tight timeline and you must find creative ways to leverage these branded equities that may not align with the new work you’re trying to do. Today, Melatan discusses Differin's brand refresh campaign.
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Part 2How H&M Revolutionized Recruitment Campaigns — Melatan Riden // Deutsch New York
Melatan Riden, EVP of Art & Design at Deutsch New York, explores an H&M recruitment campaign. Traditional recruitment campaigns tend to be mundane and pragmatic, but Deutsch sparked a revolution by centering H&M's campaign on its employees. The employees became H&M’s brand advocates, turning what was supposed to be a test campaign into an ongoing, ever-expanding global campaign. Today, Melatan discusses how H&M revolutionized recruitment campaigns.
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