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SOAR is the new brand philosophy we use, to give our clients concepts, content and campaigns that stand out in the barrage of information that surrounds us today.
We weigh every idea we come up with in the scales of SOAR – is it Simple, Original, Agile, Robust? Only when we are satisfied that all four requisites are met, do we present the same to our clients, and thereafter to their target audience.
So why do we believe these four pillars are so important? Why have we opted for these attributes (amongst a plethora of choices) as our main guiding principles?
It’s because we avidly believe that they are not just the perfect set of guidelines, but the perfect set of guidelines for the times!
With technology taking communication design to dizzying new heights, it’s essential to keep some basic tenets in place, so we are firmly grounded by timeless principles and brand practices.
With the sheer volume of communication surrounding each one of us today, it is quintessential for a brand to get its message across in the simplest, crispest way possible. Don’t get us wrong… this does not mean there is no scope for creative, witty, playful or meta ideas. All it means is whatever tone or nuance a creative takes, it needs to be pared down (and then again!) to ensure a quick, no-meandering route to success.
You will see this in the way the best brands have transformed over the last few years. Their design language, tone of voice, even colors and fonts are all evolving; they are simpler, cleaner, more utilitarian, more purposeful. It’s all about the beauty of functionality, the power of problem-solving through design. Today, more than ever in the history of communication design, simplicity is the ultimate sophistication.
Let’s face it. The ‘been there, done that, seen it all and heard it twice’ era is upon us. With the mobile making information available on demand (and sometimes without a choice), the supply of data far exceeds the demand.
Add to this the accelerated pace of doing business, and the ease of doling out content (not great content, but content nonetheless) and you have the perfect recipe for quantity far outstripping quality. That’s why we believe concepts and creatives need to be original. They need to be thought through. And then they need to be crafted beautifully. The way to stand out, the way to be heard and appreciated is by identifying that elusive factor which adds oomph, mystery, magic… and ensures your audience is enthralled, excited, engaged.
This characteristic is probably one we value the most! It’s vital in today’s day and age to embrace the fact that change is the one true constant and that the pace of change is ever-increasing. New advancements in technology open up new avenues of reaching people. Breakthroughs in media reshape the way we see the world and how we interact with it and each other.
Campaigns today, thus need to be agile – to be able to course-correct or even change directions at the drop of a hat. To assess the vast quantum of data available, deep dive into it to mine valuable insights, and then adapt, based on these findings, to gain maximum advantage. We believe that communication strategies today should be sentient – alive to the slightest tremors in their eco-spheres and responsive to the minutest stimuli.
While this trait seems to be in direct contrast to being agile, when it comes to effective strategies, it truly is not. Like all great endeavors across the history of mankind, it is the ability of having a solid, strong foundation, on which layers of flexible innovation can reside, that is the key to success.
This is why we go the extra mile in building strong basics – brand guidelines, campaign directions, creative templates – we always ensure that we take that extra time out at the beginning to start off right. This allows for overlying elements to then be agile, adaptive and responsive. We truly believe that today, more than ever, well begun, is more than half done.