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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 -
Corporate Leadership Award, awards
Seven billion people on the planet, illustrated Food Rules, the power of data, 30 covers in 30 days, the new Google Reader and how The Onion is saving print—these are our stories of the week.
Chris Pullman is Vice President of Design for WGBH, a
major supplier of programs and web content for PBS, where he and his staff are responsible for the network's visual identity, as
expressed through its on-air titles, credits and animation, classroom
materials and interactive media. He also teaches graphic design and visual communications at Yale, and is a recipient of a 2002 AIGA Medal.
Section: Inspiration -
identity design, AIGA Medal, TV
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