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Communicating with many cultures and creeds, global brands are increasingly walking the tightrope.
CHICAGO, IL, June 11, 2014 /24-7PressRelease/ -- Boxer, a UK (Birmingham) and US (Chicago) based brand design agency announced a new website today, featuring a taste of their Cultural Design expertise, gathered in response to the design challenges of their clients in a global brand marketplace.
Boxer's approach is to help brands communicate with a "global voice, local accent" and this expertise is captured in the first of a series of global visual translators in the form of a colorful infographic. The first in the series offers up fascinating examples of the cultural significance of color, which can help brands to avoid some of the more common design pitfalls.
Paul Castledine, the Boxer chief creative officer, provides an example: "Color is a powerful brand tool, yet a potentially controversial one - in some countries, for example, green can be a signifier of new life, or infidelity, or wealth, or of corruption & drugs depending upon the territory in question. Other colors, as well as animals, gestures and even body parts, depicted in graphics, can have strongly opposite meanings for different peoples."
Mark Watson, Boxer's managing partner, said, "Communicating with many cultures and creeds, global brands are increasingly walking the tightrope of maintaining a single brand proposition and execution, while ensuring local cultural relevance and appeal - all while importantly, avoiding any cultural missteps and unintended offenses."
For a look at the Cultural Design infographic: http://bit.ly/S9uob1.
For the full blog post and a look at Boxer's new website click here: http://boxerbranddesign.com.
Boxer is a brand design agency that specializes in creating universal visual language and design identity systems that speak to consumers around the world. Clients include McDonald's, for whom Boxer communicates a common brand across 119 countries through the brand's most intimate touch point, packaging. Boxer's portfolio also includes Whole Foods, Accolade Wines and Weber-Stephens. At Boxer, the sun rises in Birmingham UK and sets in Chicago US, benefiting their clients through extended working hours to reduce timelines and of course there's always someone around for a chat or a quick problem solve. More about Boxer at: http://www.boxerbranddesign.com.
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