Growing a concept
One of the ways I begin to develop concepts for a new project is to really listen as a client tells me the story of their company, including the journey that they’ve been on and what they think is their vision. Ideally, I like to let them ramble on about it — that’s where I can pick up useful soundbites that have the potential to become larger ideas.
During our kickoff meeting, Parrish told me that being a huge tennis fan, he is inspired by Rafa Nadal’s never say die attitude. No matter how tough the assignment is, Parrish tells himself that he’s the Nadal of the project delivery world and draws on Nadal’s fighting spirit to overcome any challenges.
I thought this comparison was really interesting. So much so, that while I began preparing for the strategy presentation I did some research into Nadal. We had already been exploring popular colour palettes in the sector and had decided to go with a bright orange, as it hadn’t really been used before. I noticed that Nadal also wears a lot of bright oranges and yellows. Which felt like a really nice coincidence — and had some continuity in terms of a brand story.