BREATHTAKING Design Strategy - Golden Ratio, Phi, 1.618 ...
BREATHTAKING
Design Strategy
2008.08.04
ARNELL GROUP
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A. BREAKING THE CODE FOR INNOVATION
From Convention to Innovation
BREATHTAKING
Trajectory of Innovation
A. How do we move from convention to innovation?
CONVENTION
INNOVATION
B. By investing in our history and brand ethos we can create a new trajectory forward.
CONVENTION
INNOVATION
DNA
C. The investment in our DNA leads to breakthrough innovation and allows us to move out of the
traditional linear system and into the future.
FUTURE
CONVENTION
INNOVATION
DNA
D. Continued investment provides us with a clear resource for reinvention.
FUTURE
CONVENTION
DNA
INNOVATION
B. THE ORIGINS OF CREATIVE ENDEAVORS
Universal Design Principles and PepsiCo¡¯s Brand Heritage
BREATHTAKING
Brand Heritage and the Aesthetics of Simplicity
The Pepsi ethos has evolved over time. The vocabulary of truth and simplicity is a reoccurring phenomena
in the brand¡¯s history. It communicates the brand in a timeless manner and with an expression of clarity. Pepsi
BREATHTAKING builds on this knowledge. True innovation always begins by investigating the historic path.
Going back-to-the-roots moves the brand forward as it changes the trajectory of the future.
1910
1970
2009
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