Droog
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The only way is UP
Just one of the projects for Droog, this explainer video promotes the idea of upcycling. I designed the UP logo as a simple, recognisable icon for all the products in the collection. The video explains how overstock products can be upcycled - by adding a new design element or function - to create new value, new products and new propositions that ultimately makes the world a better place.
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Brief
Droog is one of the most famous design companies in the world. Having worked for Droog over many projects, the main and often very open brief was to come up with future thinking narratives that could be understood by everyone and anyone. No easy task, but with Renny Ramakers as your client it was always a pleasure.
Approach
The Creative Strategy on all the projects always took complex design ideas and developed a narrative underpinning every project. Each narrative, whether in designing web-based design platforms or a sustainability plan put people and usability at its core, with just the right amount of irony to make it impactful.
Outcomes
Today, many of the activities generated in these projects have inspired or led new design thinking in and new practices. Almost every project offered a new standard, manifesto or set of principles. While Droog moves on to the next version of itself, its legacy is still a powerful force in design today.