In the more than 100 years since Gillette was founded, the
company has gained, held and strengthened its leadership role in
the market through its strategy of managing its business with a
long-term, global perspective, inherently including a role for
design and innovation.
For Gillette, creating value has depended upon a commitment to
several strategic concepts:
Gillette has not focused on design for design's sake alone.
Instead it aims at creating innovative and effective products and
visually representing the products in a way that communicates the
Gillette brands to the consumer. Package design must validate what
A. G. Lafley calls the “first moment of truth”—when the consumer
sees the product at shelf and can identify and connect with it.
Transforming ideas into useful and innovative design engenders
another fundamental Gillette strength—strong and enduring brand
loyalty. Throughout its history, Gillette has recognized that great
design not only differentiates, but can inspire, educate and
communicate a brand's unique and superior attributes. Pamela
Parisi, the director of global design resources at Gillette, has
led this effort for more than fifteen years, and has been part of
the effort since 1967.
The AIGA Corporate Leadership Award was established to recognize the role of perceptive and forward-thinking organizations.
Section: Inspiration -
awards, design educators, students
RSVP today to attend the BIG ONE Awards Ceremony on November 21 at the Alaska Center for the Performing Arts!
I’ve seen it dozens of
times. A design team meets after observing people use their design, and they’re
excited and energized by what they saw and heard during the sessions. They’re
all charged up about fixing the design. Everyone comes in with ideas, certain they
have the right solution to remedy users’ frustrations. Then what happens?
Section: Tools and Resources
Chicago Illustrator Clay Hickson’s “Anti-Style”
Posted by Aleksandra Szymanska
3 days ago from
We'd love for you to join us at AIGA HQ in NYC.
Great new job opportunities! https://t.co/hQHBrTcvQS #AIGAresidents https://t.co/FFTvn1IYwg
14 hours ago
NEW Design Journeys: essays about creatives from under-represented backgrounds https://t.co/SSD2vff1R4 #AIGAtogether https://t.co/hmXzJ1pMvE
It's never too early... to start planning for #AIGAdesign 2016!
Ante up + join us in #Vegas! https://t.co/zmJYUMHzBs https://t.co/40lDgMslNA
15 hours ago
Video: AIGA Medalists William Drenttel & Jessica Helfand
REVIEW: Get Started With Design Thinking: A Workshop (November 2, 2015)
November 13, 2015
RSVP for the Awards Ceremony
November 09, 2015