When I was last in India I sat in our viewing room and watched the latest round of video post production edits for a client of ours, one of the big four accounting firms. It was only a 10 minute film, mostly comprising an interviewer discussing economics with a panel of experts. While opinions on the screen were as different as the subjects’ accents, the video’s hold on our client’s brand was unwavering.

So I listened intrigued at the debate going on by my side between our design director and the video editor about the color of a lampshade, which was just visible over the shoulder of the show’s host. To me it was yellow, but apparently it wasn’t the right yellow. Also, there was a yellow tie worn by one of the panel – but should that yellow be the same yellow?

Clearly opinions among our team were strong about this, (the answer in the end was ‘no’ by the way). The design director won, and they called in the Smoke artist to adjust the color of the lampshade.

The brand guidelines that we work on for clients like this are highly detailed, and yet they cannot cover every eventuality. Seems that to understand a brand you have to know not just the written rules, but understand what they’re trying to say.

Sharon D’Cruz
Senior VP Marketing

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