We are a multidisciplinary design firm with extensive experience in Corporate Identity and Brand Development. Based in Wichita Kansas, Insight Design is a practitioner of the art & artistry of visual communication. We apply creativity in the interpretation and application of marketing information, to best reach our clients' business goals.
In a world of overwhelming choice, overflowing abundance, fragmenting of distribution channels and increased consumer control, the new marketplace is individualized and interpersonal, which has rendered traditional marketing methodologies ineffective. Therefore, Insight has chosen a different pathway, or better said, a different gateway.
At Insight we are creative designers working in the realm of marketing. Creativity as a means of reaching the consumer with the most salient message. Creativity as a visual differentiator. Creativity as a prospector of simplicity. Creativity as a psychologist of emotional empathy. Creativity as a brand architect. Creativity as a means of designing effectively in the real world.
We believe that the best brands–those that are most successful–are in many ways like people. They have a personality, a character, unique unto themselves that engages and connects on more than just a rational level, but with the emotional complexity that is the human experience. The best brands function like interpersonal relationships.
The Creative Age
We are living in the age of creativity. The Nomura Institute of Japan classifies four eras of economic activity:
- Creative: constant innovation.
Daniel Pink, expanding on this idea in "A Whole New Mind" (2005) defines Economic Development as:
- Agriculture Age (farmers)
- Industrial Age (factory workers)
- Information Age (knowledge workers)
- Conceptual Age (creators and empathizers)
Pink argues that left-brain linear, analytical computer-like thinking is being replaced by right-brain empathy, inventiveness, and understanding as skills most needed by business. Pink points to Asia, automation, and abundance as the reasons behind the shift. Pink says "Logical and precise, left-brain thinking gave us the Information Age. Now comes–The Conceptual Age ruled by artistry, empathy, and emotion."
What is Creativity?
Webster defines creativity as: to make or bring into existence something new.
Wikipedia says: Intuitively, creativity seems a simple phenomenon, it is in fact quite complex. It has been studied from the perspectives of behavioral psychology, social psychology, psychometrics, cognitive science, artificial intelligence, philosophy, history, economics, design, business and management, among others. The studies have covered everyday creativity, exceptional creativity and even artificial creativity. Unlike many phenomena in science, there is no single, authoritative perspective or definition of creativity. And unlike many phenomena in psychology, there is no standardized measurement technique.
Linda Naiman, founder of Creativity at Work defines creativity as the act of turning new and imaginative ideas into reality. It involves two process: thinking then producing. Creativity is the process of bringing something new into being. A product is creative when it is (a) novel and (b) appropriate.
In terms of branding, a logo or brand image is creative when it is both novel and appropriate. The process or better stated, the path to that result is more like an organic mix of processes with no exact step-by-step order. The standard process is (a) gather information, (b) brainstorm, (c) develop a brand platform, (d) execute designs. But this is a beginning view of creativity, there are many other paths of creativity.
All images, designs and illustrations are © Insight Design Communications Graghic Design Wichita, KS Logo Design Wichita, KS. 700 South Marcilene Terr. Wichita, Kansas 67218