O2O時代のデータ分析とデジタルマーケティング

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O2O(オンライン オフライン)のデータ活用
何年か前までは比較的見慣れないマーケティング用語であったO2Oは、今では様々な分野のサービスに利用され、非常に一般的になってきました。
地域別に分類できるO2Oは、分野を問わずに顧客データを活用でき、非常に有益です。 以前は、多くの注文とそれに見合った在庫管理が可能な大企業だけが一定量以上のデータを取得し、活用することができました。規模が小さい企業は、データの蓄積自体をほとんど行っていないか、そのような必要性自体を感じていませんでした。
データパーソナライゼーションの時代
デジタル技術の発展とO2Oの拡張により、注文の多い地域や特定の商品がよく売れている地域をリアルタイムに把握できるようになりました。
O2Oの特性上、オフラインにおける最終的な消費パターンを集計できます。そのため、O2Oアプリで行われた検索、選択、フィードバックに関するデータを収集して分析するだけで、より詳細なパーソナライゼーションを行うことができます。 オンラインとオフラインのデータを組み合わせることで、顧客が実際に決済するのか、あるいはその顧客がいつどこで注文しているのかが、よりわかりやすくなりました。
また、O2O企業が利用する決済サービスにより、顧客の一般的な傾向と潜在的な消費傾向を把握して、限られたサービスリソースをより効率的に分配し、配置することができるようになりました。
小規模のO2O企業にとっても重要になったデータ
以前は、オンラインとオフラインの顧客データは、オンラインはオンラインのまま、オフラインはオフラインのままでした。企業の規模が大きいほど、顧客の傾向の把握に関して有意義な分析を行うことができました。
しかし、現在ではO2Oを介して流れるデータは、企業の規模が小さくても、意味のあるデータにもとづく意思決定を行い、商品やサービスの在庫と流れを即座に調節する上で重要な鍵となっています。
日常生活に密接に関連しているO2O企業として最も一般的な食料品配送サービスでは、特定の食品の注文が多い地域と時間帯を把握できます。規模が小さい店でも、需要に見合った供給量を予測して、食材を効率的に手配することや、注文量を見積もり、それに応じて生産と配送の体制を整えることができます。
情報型サービスのO2O企業として代表的な宿泊業者や不動産業者の場合も同じです。対象地域の顧客がどのようなスタイルの住居を好んで選択するかはもちろん、消費の規模と時期に応じて商品の選択を集計することができます。
宿泊業者は、以前よりもさらに正確にオンシーズンとオフシーズンを分けて把握することで、サービスを再分類できます。不動産業者は、実需要と物件をより効率的に結び付けることができます。
ビッグデータの効率を高めるO2O
このように、O2Oによって集計されたデータは、企業の規模に関係なく有用な顧客データとして活用でき、予算の編成と市場規模の予測に関連する費用を大幅に削減できます。
そうしたデータを分析し、活用することができるデジタルマーケティングソリューションもまた、O2Oが登場する以前よりも、さらに価値のあるコアエンジンとして重要な位置を占めるようになりました。
規模に関係なく、ビジネスソリューションを提示するデータ駆動型のデジタルマーケティングに再注目する時が来ています。

Z세대의 두 얼굴(욜로족과 코스파족)을 정확하게 이해하는 법

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마케터에게 고객을 정확히 이해하는 것만큼 중요하고 핵심적인 일은 없을 것입니다. 특히 다양한 라이프스타일이 혼재되어 있는 오늘날에는 단순히 지역, 연령, 성별 등 인구통계학적 구분으로 고객을 구분하기보다 타겟으로 삼은 고객이 어떤 라이프스타일을 가지고 있는지 파악하는 것이 더욱 중요해졌습니다. 이전에 소개한 밀레니엄 세대를 위한 마케팅에서 영향력 있는 소비 주체로 부각되고 있는 밀레니엄 세대(Millennial generation)에 대해 알아보았다면, 오늘은 밀레니엄 세대의 뒤를 이은 차세대 소비 주역이 될 Z세대에 대해 살펴보도록 하겠습니다.
불황이 만들어낸 서로 다른 라이프스타일, Z세대
Z세대는 1995년 이후에 태어난 젊은 세대를 이르는 말입니다. 보통 비슷한 연령의 세대는 유사한 성향을 가지기 마련이나, Z세대는 동시대를 살아가면서도 상반된 라이프스타일을 가지고 있는 것이 특징입니다. 청소년기에 일어난 미국발 금융 위기가 그들에게 큰 충격을 안겨다 준 이래, 장기화된 경기침체, 취업난, 명예퇴직, 학자금 대출과 집값 상승 등이 지속되었습니다. 미래에 대한 불안감으로 인해 현재의 삶에 집중하게 된 것인데요. 이런 배경이 Z세대를 욜로(YOLO)와 코스파(COSPA)라는 두 가지 라이프스타일로 드러나게 되었습니다.
인생은 한번뿐, You Only Live Once
한 번뿐인 인생을 즐기기 위해 매 순간을 열정적인 사람들이 있습니다. 바로, 욜로(YOLO)족입니다. 욜로(YOLO)는 ‘You Only Live Once’라는 말을 본 따 만든 말로 ‘인생은 한 번 뿐이기에 현재를 충분히 즐겨야 한다’는 뜻을 담고 있습니다. 이들의 가치는 미래에 대한 준비나 타인을 위한 희생 대신 현재 자신이 즐길 수 있는 행복이 최우선으로 여겨집니다.
욜로족에게는 한 달 월급을 취미 생활에 몽땅 쏟아붓거나, 집을 사는 대신 세계여행을 택하는 것도 놀라운 일이 아닙니다. 이들의 소비성향은 다소 도전적이고 충동적인 부분이 있지만, 동시에 합리적인 소비를 추구하기 때문에 일반적인 충동구매와는 다른 양상을 나타냅니다. 이러한 모습은 욜로족이 단순히 재화를 소비하는 것에 만족을 느끼는 것이 아니라, 소비가 주는 경험의 가치에 더 초점을 맞추고 있음을 알 수 있습니다.
가격 대비 성능을 중요시하는 코스파족
반면, 현재의 행복을 위해 허리띠를 졸라매는 이들도 있습니다. 가격 대비 성능을 중요시하는 코스파(COSPA)족입니다. 코스파는 가격 대비 성능(가성비)을 뜻하는 코스트 퍼포먼스(Cost-Performance)의 일본식 발음으로 먹는 것 하나에도 효율을 중시하고 저렴한 가격을 최고의 가치로 꼽는 소비형태를 가진 이들을 말합니다. 업소용, 증정상품, 세트상품 등 양이 많거나 가격이 저렴한 제품에 큰 매력을 느끼고, 저렴한 제품을 구매하기 위해 세일기간까지 기다리는 것이 특징이죠.
혹자는 이들이 돈이 없기 때문에 이러한 소비형태를 나타낸다고 생각합니다. 그러나 이들에게는 한정된 예산 안에서 어떤 가치를 추구하는가에 대한 ‘선택’의 문제일 뿐입니다. 그렇기 때문에 저렴하게 구입한 제품을 SNS상에 자랑하고 이를 통해 더 나은 할인정보를 공유하기도 합니다.
디지털이 삶의 중심이 된 Z세대
욜로족이라고 해서 늘 흥청망청 쓰는 것도, 코스파족이라고 해서 늘 아끼기만 하는 것이 아닙니다. 모두 자신의 행복을 위해 아낌없이 투자한다는 점에서 공통점이 있습니다. 이는 삶의 질에 대한 Z세대의 관심이 높음을 보여줍니다.
이들을 공략하기 위한 마케팅 방안은 무엇일까요? Z세대는 디지털과 함께 성장한 디지털 네이티브 세대라는 점을 주목해야 할 것입니다. 인터넷과 스마트폰 조작에 능숙하고 이들의 일상 속에 SNS는 스며들어 있습니다. 정보를 접하는 채널 역시 TV, 신문, 잡지와 같은 전통매체 보다 온라인을 선호합니다. 심지어 뉴스까지 SNS를 통해 접하기도 합니다.
이는 제품구매에도 영향을 미칩니다. Z세대가 구매를 결정할 때 온라인은 오프라인보다 더욱 편리하고 친숙한 수단이며, 판매 가격이 상대적으로 저렴하다는 인식이 강합니다. 이러한 성향은 온라인 중심적인 사고가 생활 전반에 깊숙이 자리 잡고 있음을 알 수 있습니다.
디지털 마케팅 전략을 위한 제언
고객의 성향에 맞는 마케팅 활동을 위해서 마케터는 고객의 전반적인 라이프스타일을 끊임없이 살펴보아야 합니다. 하지만, 비즈니스를 성장시키기 위해 더 중요한 것은 현재 보유하고 있는 고객의 성향은 어떤지, 새로운 고객을 확보하기 위해 어떤 성향의 고객을 대상으로 마케팅 활동을 할지 파악하는 것입니다. 욜로족과 코스파족이라고 이름 붙인 고객 성향도 어디까지나 Z세대를 대변하는 특징 중 하나일 뿐이기 때문입니다.
다양한 고객 성향을 정확하게 분석하고 관리하기 위해서는 전문적인 툴이 요구됩니다. 예를 들어, 어도비의 분석 툴인 어도비 익스피리언스 클라우드(Adobe Experience Cloud)는 다양한 채널에서 발생하는 방대한 데이터를 분석합니다. 어도비의 인텔리전트 서비스 프레임워크인 어도비 센세이로 마케터가 찾고 있는 신규 고객이나 고객의 마음을 움직일 수 있는 특정 메시지 등 예측 모델링을 제공해 고객의 성향에 맞춰 최적화된 고객 경험을 제공하는 데 도움을 줍니다. 더 나은 고객 경험을 제공하고 비즈니스를 성장시키기 위해 마케터는 고객의 성향을 분석하는데 많은 노력을 기울여야 할 것입니다.

O2Oによりカスタマーエクスペリエンスはどのように変わるか

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eコマースの普及
インターネットが普及し、インターネットを活用する商取引が登場するようになりました。現在、小規模なオンラインショップから大規模なオンラインショッピングモールまで、その形態は多様です。
消費者は直接価格を比較して、手頃な価格で購入したり、国境を越えてオンラインで取引したりしています。 しかし、これはオフラインの商品をオンラインで比較して購入するという形態でした。オフラインの売り場や知人が持っている現物を見て、購入することを決め、その後にオンラインで価格を比較して、最終的に購入する姿がよく見られました。
一方、完全にオンラインに移行することが難しい商品やサービスについては、反対に購入することをまずオンラインで決心し、最終的な消費がオフラインで行われる形態が登場し始めました。特にこのような形態は、一方通行の市場ではなく、継続的に循環する、より融合的な構造に発展しました。
O2Oトレンドの登場
こうしたトレンドをO2O(Online to Offline)といいます。用語の解説だけを見ると、オンラインで商品を選択して決済し、すぐに商品またはサービスを受けるという、以前からある電子商取引のように感じるかもしれません。
O2Oのトレンドは、スマートフォンやアプリというモバイル時代の商取引の特徴と見事に結び付いています。消費者は、いつでもどこでも手の中にある小さいデバイスを使うだけなので、webページ上の膨大な情報を自ら取捨選択する必要はありません。
既に最適化された結果を返すアプリを選んでインストールすればよいのです。 そして、そのアプリでは、商品の検索、サービスの比較、注文だけでなく、より手軽なオールインワン方式により決済まで行うことができます。
商品やサービスに対するフィードバックもやはり、モバイルアプリを使って行うことができます。そのフィードバックは、サービスとクライアントの一対一の関係を越えて、市場に対する評価と変化につながる可能性を持っています。
牽引するモバイルとメッセンジャープラットフォーム
最近では消費者がスマートフォンにアプリをインストールする以外にも、一般的なメッセンジャーをプラットフォームとする様々なO2O商品やサービスが登場しています。
決済手段もまた、メッセンジャープラットフォームで提供されるので、消費者はO2Oトレンドを違和感なく受け入れています。決済の簡単さ、そして使い慣れたプラットフォームにより、ユーザーがサービスを利用しやすくなっています。
現在では、こうしたO2Oがエクスペリエンスを明らかに変えています。特に、オンラインやモバイルとはまったく関係なく思われた様々なサービスがオンラインと結び付き、より気軽に簡単に利用できるようになりました。
例を挙げてみましょう。Aさんは忘年会を終えて家に帰るところです。何年か前までは、寒さに震えながら長時間待たされた挙句、やっと運良くタクシーに乗ることができました。
タクシーとO2O
今ではAさんはモバイルアプリを起動して、自分の現在位置に最も近い何台かのタクシーの情報を入手します。次に、現在位置と目的地を入力して、自分の情報をタクシーの運転手に渡します。そのようにして、メッセンジャープラットフォームとモバイルアプリを通じてAさんは運転手と場所などを決め、迎えに来てもらいます。
タクシーはまた、Aさんを乗せる時間の予告からAさんの目的地まで、地図アプリケーションを使って詳しい経路を提示し、お互いの信頼関係を築いていきます。近くにいるタクシーがAさんを行き過ぎたり乗せなかったりしても、慌てたりがっかりする必要はありません。
もう少し遠くにいるタクシーが、やはりAさんの状況と自身が提供できるサービスをマッチさせて駆け付けて来るからです。
タクシー代の支払いまで、もちろんアプリやメッセンジャー自体で行うので、決済手段を巡って発生し得るトラブルを未然に防ぐことができます。
以前は、タクシーを利用した後のレビューもまた、それが良かれ悪かれそのタクシーに対する第三者の評価として影響することはありませんでした。
しかし、現在ではAさんが残したレビューが、やはり同じアプリを使う他の顧客に大きな影響を及ぼします。
エクスペリエンスの進化を先導するO2O
公共交通手段が市場のメカニズムとエクスペリエンスを同時に変化させるといった動きはO2Oの代表的な事例です。現在も数多くのサービスがオンラインと結び付いて、エクスペリエンスを向上させています。
O2Oがこのようにエクスペリエンスを向上させている一方で、サービスを提供する企業の立場ではどのような変化が起きているのでしょうか?
「O2O時代のデータ分析とデジタルマーケティング」に続きます。

#MunchContest: Kreiert eure eigene Version von Edvard Munchs berühmten Gemälde „Der Schrei“


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Im Rahmen von #HiddenTreasures haben wir die weltweit erste digitalisierte Sammlung der Originalpinsel von Edvard Munch veröffentlicht. Die 100 Jahre alten Pinsel stehen euch somit ab sofort kostenlos als Photoshop Brushes zur Verfügung. Damit könnt ihr die Werkzeuge eines der größten Künstler unserer Zeit verwenden.
Gleichzeitig haben wir auch unseren #MunchContest gestartet. Vom 15. Juni bis 14. Juli habt ihr Zeit mit Hilfe der exklusiven Pinsel eure eigene Version von Edvard Munchs berühmtesten Gemälde „Der Schrei“ zu erschaffen – und tolle Preise zu gewinnen.
Zu Lebzeiten hat Edvard Munch vier Versionen seines Kunstwerkes erstellt. Seid ihr bereit eure eigene Version zu kreieren? Dann legt los, nehmt an unserem Contest teil und gestaltet den „5. Schrei“! Die Pinsel könnt ihr hier kostenlos herunterladen. Um teilzunehmen, ladet ihr euer vollendetes Meisterwerk einfach auf Behance mit dem Tag #MunchContest hoch.
Gewinnen könnt ihr zum Beispiel einen Preis in Höhe von 6.000€ und eine vollständig bezahlte Reise zu Adobe MAX in Las Vegas vom 18. bis 20. Oktober. Außerdem könnte euer Kunstwerk im Munch Museum in Oslo und als Teil der Behance Sonderausstellung gezeigt werden. Mehr Infos dazu auf der offiziellen Website: https://adobe.ly/2sYrwBM.
Um euch ein wenig Starthilfe und ein paar Inspirationen zu geben, möchten wir euch heute die beiden beeindruckenden Kunstwerke von Andreas Preis und Martin Grohs vorstellen. Wir haben die beiden gebeten, schon mal vorab ihre Version von “Der Schrei” zu kreieren. Das ist dabei heraus gekommen:
Inspiration von Andreas Preis
Andreas Preis ist ein renommierter Designer aus Berlin, dessen Skillset von Illustration über Tape Art bis hin zu Typographie reicht. Für sein Artwork erstellte er zunächst ein mit Bleistift gezeichnetes Layout in Adobe Sketch. In Adobe Photoshop fügte er seinem Kunstwerk schließlich Farben hinzu.
Bei seiner Kreation wollte Andreas sich möglichst nah am Originalgemälde von Edvard Munch orientieren, da er durch die expressionistische Art Munchs inspiriert wird. Um sich dennoch selbst treu zu bleiben, gestaltete Andreas sein Kunstwerk abstrakter und mit einer sehr wilden Landschaft.
 

 
Inspiration von Martin Grohs
Digital Artist und Designer Martin Grohs kommt aus Leipzig. Mit seinen Arbeiten möchte er die Betrachter inspirieren und ermutigen über seine Werke nachzudenken. Martin will mit seiner Interpretation des berühmten Gemäldes einen Bezug zu Social Media herstellen. Dabei spiegelt das „perfekte“ Mädchen seines Artworks ein typisches “Instagirl” wider, welches nur Augen für ihre Social Likes hat. Vor Freude der ansteigenden Likes vergisst sie alles um sich herum und interessiert sich nicht mehr für die reale Welt. Damit hat Martin nicht nur ein beeindruckendes Artwork erstellt, sondern ein Bild, welches den Betrachter zum Nachdenken anregen soll.
 

via GIPHY
Was haltet ihr von den beiden Artworks? Was gefällt euch besonders daran? Lasst es uns in den Kommentaren wissen.
Und selbstverständlich sind wir ganz gespannt auf eure Kreationen. Also, macht mit! 🙂
 
 

어도비 XD의 6월 업데이트


Adobe
머리글 이미지에 노라 박(Norah Park) 작품 포함
어느새 여름이 시작되었습니다. 대부분의 사람이 더운 날씨를 피해 마음 편히 휴가를 떠날 때 디자이너는 때때로 휴양지에서조차 디자인 작업을 해야 하는 상황을 경험합니다. 이러한 상황에 대응하기 위해 어도비는 맥 OS와 윈도우 10 모두에서 신속한 디자인을 가능하게 해주는 새로운 기능 몇 가지를 선보이게 되었습니다.
맥/윈도우용 버전의 새로운 기능
심볼 덮어쓰기 및 모두 업데이트
UX 디자이너는 디자인 전 과정에서 반복되는 버튼, 내비게이션 막대, 슬라이더 등 여러 유형의 구성 요소를 제작하는 데 적지 않은 시간을 할애합니다. 그러나 이제 이러한 작업을 빠르게 수행할 수 있습니다. 심볼을 사용하면 시간을 절약하고 민첩하게 작업할 수 있기 때문입니다. XD의 6월 릴리스를 사용하면 개별 심볼 인스턴스의 텍스트와 비트맵을 필요에 따라 변경할 수 있으므로 훨씬 유연하게 디자인할 수 있습니다. 개별 변경 사항을 해당 심볼의 모든 인스턴스에 적용해야 하는 경우 컨텍스트 메뉴에서 “심볼 모두 업데이트”를 선택하여 변경 사항을 적용할 수 있습니다. 심볼 덮어쓰기 방법에 대한 간략한 개요는 튜토리얼을 참조하십시오(맥용 튜토리얼의 경우 01:49, 윈도우용 튜토리얼의 경우 09:37 부분 참조).

윈도우용 버전의 새로운 기능
심볼(덮어쓰기 및 모두 업데이트 포함)
윈도우 10용 XD에 심볼이 도입되었습니다. 애플리케이션 창의 왼쪽 하단에 있는 아이콘을 클릭하거나 단축키(Shift+Ctrl+Y)를 누르면 심볼 패널이 열립니다. 심볼을 만들려면 캔버스에서 오브젝트를 선택하고 패널에서 “+”를 클릭하거나 Ctrl+K를 누릅니다. 또는 컨텍스트 메뉴에서 “심볼 제작”을 선택합니다. 오브젝트의 강조 색상이 파란색에서 녹색으로 바뀌면 오브젝트를 캔버스에 복제하거나 패널에서 드래그하여 연결된 인스턴스를 만들 수 있습니다. 인스턴스 한 개의 모양, 위치 또는 스타일/속성을 편집하면 모든 인스턴스가 즉시 업데이트됩니다. 심볼 사용 방법에 대한 자세한 내용은 윈도우용 튜토리얼의 09:37 부분을 참조하십시오.
선형 그레이디언트
이번 릴리스에서는 XD의 벡터 오브젝트에서 선형 그레이디언트를 만들고 편집할 수 있습니다. 또한 간단한 복사/붙여넣기 명령을 사용하여 일러스트레이터에서 작업한 그레이디언트, 색상 중단점 등을 손쉽게 가져올 수 있습니다. 선형 그레이디언트를 만들려면 그레이디언트를 적용할 오브젝트를 선택하고 색상 피커를 연 다음 채우기 유형으로 “그레이디언트”를 선택합니다. 그러면 오브젝트의 기존 색상을 기반으로 그레이디언트가 표시됩니다. 팝업 창 상단의 막대에서 색상 중단점을 추가, 선택, 이동 및 삭제하여 그레이디언트를 원하는 대로 변경할 수 있으며, 익숙한 색상 피커와 모양 컨트롤을 사용하여 각 중단점 색상과 투명도를 수정할 수 있습니다.

 
또 다른 그레이디언트 사용 방법은 캔버스에서 바로 작업하는 것입니다. 벡터 오브젝트의 채우기를 단색에서 그레이디언트로 변경하여 그레이디언트를 만들면 조정선이 캔버스에 있는 모양 자체에 표시됩니다. 이 조정선을 사용하여 그레이디언트의 끝점과 각도를 바꿀 수 있습니다. 또한 새로운 색상 중단점을 추가하고 조정선을 따라 밀면서 위치를 변경할 수 있습니다.
이처럼 멋진 그레이디언트를 자유롭게 만든 다음 #MadeWithAdobeXD 태그를 통해 공유하시기 바랍니다.
레이어 드래그하여 놓기
지난달 윈도우용 버전에 레이어를 도입한 것에 이어 레이어 패널을 더욱 유용하게 사용할 수 있도록 레이어를 드래그하여 원하는 순서로 놓을 수 있는 기능을 추가했습니다. 이제 레이어 패널에서 아트보드에 있는 오브젝트를 원하는 순서로 배치할 수 있습니다. 패널에서 레이어를 드래그하여 놓으면 캔버스에서 바로 순서가 변경됩니다. 또한 드래그하여 놓는 기능은 새로운 요소를 기존 그룹에 추가할 수 있는 탁월한 방법입니다(윈도우용 튜토리얼의 04:42 부분 참조). 유저보이스(UserVoice)를 방문하여 레이어에 대한 의견과 더욱 유용하게 개선할 방법을 제안해 주십시오.

 
텍스트 범위별 스타일 지정
6월 릴리스에서는 영역 텍스트와 포인트 텍스트에서 텍스트 스타일을 다르게 지정할 수 있습니다. 스타일을 다르게 지정할 텍스트 부분을 선택한 다음 속성 관리자에서 해당 텍스트의 서체, 크기, 문자 간격 및 색상을 원하는 대로 변경하면 됩니다.
클립보드로 비트맵 복사
이제 XD에서 복사한 내용을 다른 애플리케이션에 붙여넣을 수 있습니다. XD에서 아트보드, 요소 또는 그룹을 선택하여 복사하면 다양한 애플리케이션에서 사용 가능한 비트맵으로 시스템 클립보드에 저장됩니다.
매달 XD에 새로운 기능을 추가하고 있으며 앞으로도 더 많은 탁월한 기능을 선보일 계획입니다. Adobe XD를 지속적으로 개발하고 개선하는 데 여러분의 의견이 중요합니다. XD를 더욱 발전시켜 나갈 수 있도록 유저보이스, 페이스북 또는 트위터에 여러분의 소중한 의견을 알려주십시오.

“Labels are irrelevant” How Character Design is Battling Judgement from a New Angle


Adobe
Nathan Richards, 21, is an Australian illustrator using character design to break down barriers and prove that there’s beauty in everyone.
I came out only a year ago as a queer. When I did, I realized how afraid I had been to be my true self. Now, as an artist, I feel like it’s my responsibility to inform people.
I use character design to dismiss the stigma and discrimination towards homosexuality. I want to depict humans as humans. I want to spread positivity. I don’t want to be stigmatized. No one should. We all share love. Labels are irrelevant.

Through a vibrant color palette, facial expressions and body language, I hope to portray that no matter our sexuality, race or gender, we are all human. We all deserve love, joy, warmth, and acceptance.

I take a cartoon approach to infuse a sense of playfulness and lightheartedness that make my characters approachable for a broad audience. That’s what makes character design so effective in changing minds: you can’t judge something that’s not real.
I want people to see my artwork and use it as a way to familiarize themselves with cultures that they may not understand, to see the beauty in humanity’s differences. I want to uplift people and show that there is no need for fear or discrimination.

Illustrating these characters – focusing on creating something that doesn’t exist in reality – is such a powerful tool for breaking down and questioning our idea of gender. I have used the contrast between the bearded man and the draping floral clothing to question and draw attention to our notions of masculinity and femininity.

Frida Kahlo is a historical icon who embodies the strength of femininity. By dressing this masculine character in clothing reminiscent of Kahlo’s, I offer a new path that negates the binary of what should be female and what should be male.
Why can’t men wear flowers, pink and clothing that is typically feminine?
Why can’t we celebrate and embrace the strength of females who have constantly had to prove their worth throughout our history?
In the real world, we force ourselves to use labels. Character design is just another way for us to see things in a different light. It strips things away – we are just basic shapes. I want to show that we are all just human.
For more of Nathan’s work, check out his work on Behance.

How Documentary Photography Shapes Our Relationship to Current Events


Adobe
This month we’re considering documentary photography — how it shapes our relationship to current events and each other. With cameras in nearly every hand or pocket, we’re all poised to capture the news as it happens, and social media lets us share our photos in an instant. All this means that we’ve come to expect a constant flow of real-life images keeping us updated on what is happening around us.
This raises some pretty interesting questions: How did we come to think of photos as a news source? How do documentary images shape our collective consciousness and our shared moral compass? And how is the current proliferation of real-life images impacting trends across photography, including the stock world?
PETER / ADOBE STOCK
When journalism went visual.
There was one critical technology development that made photojournalism possible — the 35-millimeter camera. Small and fast enough to capture real life, not just posed portraits, the first commercially available Leica 35mm cameras arrived on the market in the mid 1920s.
As photographers started to document the ways people really lived, their photographs began to shape a shared understanding of current events, especially crises. During the Great Depression, the New Deal’s Resettlement Administration realized the power of images to impact public opinion. Working for the Administration, Dorthea Lange famously captured one of the most iconic and heartbreaking images of the era, “Migrant Mother.” The 1936 photograph shows a mother whose facial expression tells the story of her struggle to survive and feed her children. According to Lange, both women recognized that the act of photographing had the potential to reverberate far beyond their encounter:
I did not ask her name or her history. She told me her age, that she was thirty-two. She said that they had been living on frozen vegetables from the surrounding fields, and birds that the children killed. She had just sold the tires from her car to buy food. There she sat in that lean-to tent with her children huddled around her, and seemed to know that my pictures might help her, and so she helped me. There was a sort of equality about it.
That same year, Life Magazine launched and became an instant hit. As one of the first photo-centric periodicals, Life employed captions and vibrant photographs as a new form of reporting. In 1943, while covering the early days of World War II, Life challenged the Pentagon’s prohibition against publishing photographs of dead soldiers, and won. When they ran their unprecedented image of fallen soldiers lying on a New Guinea beach, they forever changed how Americans’ experienced war back home.
KANINSTUDIO / ADOBE STOCK
Since then, photojournalism has continued to produce the iconic images we all associate with major world events. When you think of the Vietnam War, you’re bound to remember Nick Ut’s devastating, Pulitzer Prize-winning “Napalm Girl,” while the Pulitzer Prize-winning 1970 image of Mary Ann Veccio screaming over the body of an anti-war protester at Kent State remains a lasting symbol of the protests and violent clashes back home. Likewise, the current crisis in Syria may be forever symbolized in the heartbreaking photograph of drowned three-year-old Syrian refugee, Aylan Kurdi, whose body washed ashore in Turkey.
The ethical questions behind documenting.
With the tremendous power of photojournalists to forge public opinion and move people to action come significant ethical responsibilities. For example, NPR reported that in the 1980s, the NGOs working to deliver food aid to famine-struck East Africans came under fire for the images in their ad campaigns. Photographs of starving children helped raise millions of dollars, but critics argued that the subjects were framed as incapable victims, stripped of their dignity and agency. Instead of “poverty porn,” the new generation of fundraising images focus on active, empowered subjects.
Talking to NPR, Jennifer Lentfer, the director of communications at IDEX, an international grant-maker, suggested a good rule of thumb for photographers: “If that person in a photo was your nephew, your child, your grandmother, would you want them to appear in that ad? If the answer is no, you’re over the line.”
Our appetite for reality is growing.
Since the earliest days of photojournalism, we’ve come to expect that we won’t just hear the news, we’ll also see it. Today everyone, from professional photojournalists to citizen journalists, is capturing and sharing nearly real-time images of breaking news — from protests to police violence to politics. To help designers keep pace, we’re partnering with Reuters and USA TODAY Sports to add comprehensive editorial images of breaking news, sports, business, entertainment, and more.
SERGIO MORAES / REUTERS
We think that this changing visual environment is also impacting stock photography. People simply expect authentic, natural images across design styles. Follow us on the blog this month as we dig deeper into the state of documentary photography, exploring the images in the new Adobe Stock Editorial collection and asking experts what makes an excellent documentary photograph. To see more, browse the Editorial collection on Adobe Stock, and visit our dedicated gallery of authentic stock.
For More Information:

Check here for more on the history behind Lange’s “Migrant Mother” image.
Learn about Life Magazine’s fight to publish its image of dead soldiers, and how the photo was captured here.
Watch a video of Nick Ut describing the day he took the “Napalm Girl” photograph.
For more on the photographs of the Kent State shootings, read here.
And for a good overview of the history of photojournalism, visit the work of Dr. Ross Collins.

#CreateTheLabel: Das sind die Gewinner des Design-Contests für Viva Con Agua


Adobe
Gemeinsam mit Viva Con Agua haben wir im Rahmen eines Contests dazu aufgerufen, das neue Backlabel der offiziellen Wasserflaschen zu designen. Viele von euch haben mitgemacht und tolle Entwürfe eingesendet. Hier ist das Gewinner-Design, das nun auf 1 Million Flaschen kommen wird.
„Wasser für alle. Alle für Wasser. – Regt mit eurem Entwurf für das Rück-Etikett der Viva con Agua Wasserflasche zur aktiven Unterstützung von Viva con Agua an!“, das war die offizielle Aufgabe unseres #CreateTheLabel-Contests zugunsten von Viva con Agua.
Viele von euch sind diesem Aufruf gefolgt und haben tolle Designs eingereicht. Vielen Dank dafür! Denn mit eurem Engagement, habt ihr uns nicht nur ein weiteres Mal eure kreativen Skills bewiesen, sondern auch Viva Con Agua supported. Die gemeinnützige Organisation setzt sich für sauberes Trinkwasser auf der ganzen Welt ein und ist auf jede Hilfe angewiesen. Egal ob Spenden oder tolle Designs, um die Aufmerksamkeit für die Initiative zu erhöhen.
Viele Einreichungen, eine schwere Entscheidung

Unter dem Hashtag #CreateTheLabel haben uns so über Instagram und Behance über 100 Designs für das Backlabel erreicht. Die Auswahl fiel der Jury rund um Viva con Agua Mitbegründer Michael Fritz, Towart des FC St. Pauli Philipp Heerwagen, Musikmanagerin Mitra Kassai, Geschäftsführer von Viva Con Agua André Lau, Designer und Illustrator Andreas Preis sowie Adobe Marketing Manager Katja Dollinger nicht leicht:
„Es ist wirklich Wahnsinn wie viele tolle Designs in so kurzer Zeit entstanden sind. Für mich ist es immer sehr spannend zu sehen, wie Viva con Agua wahrgenommen wird und die Message dahinter von Künstlern kreativ verarbeitet wird. Das ist auch ein Grund dafür, weshalb wir die Millerntor Gallery ins Leben gerufen haben. Kreativität ist ein Stück Freiheit, die wir teilen sollten, um andere Menschen zu inspirieren. Sei es, um ebenfalls kreativ zu werden oder eben an die Menschen zu denken, die nicht wie wir sauberen Zugang zu Wasser haben“, fasst Michael Fritz zusammen.
Die Gewinner des #CreateTheLabel-Contest
Doch am Ende kann es wie so oft nur einen großen Gewinner geben. Wir freuen uns daher sehr, ihn hiermit bekannt geben zu dürfen: Das Gewinner-Design wurde von Moritz Adam Schmitt eingereicht. Herzlichen Glückwunsch!!
Der Freelancer aus Köln war über die Wahl sehr überrascht: „Ich freue mich natürlich riesig darüber, dass man meinen Entwurf ausgewählt hat – zumal ich echt nicht damit gerechnet habe. Die anderen Teilnehmer haben echt richtig coole Arbeiten eingeschickt. Dementsprechend war die Überraschung umso größer.“

Allerdings lässt Moritz Adam Schmitt auch den Hauptgedanken hinter dem Contest nicht außer Acht: „Ich persönlich – und ich glaube alle anderen Teilnehmer auch – haben im Laufe dieses Projektes ein anderes Bewusstsein für die Thematik Wasser bzw. was es bedeutet, kein Wasser zu haben, entwickelt. Deshalb: Wenn mit unser aller Arbeit und Design die vielen Posts auf Instagram und Behance noch ein paar mehr Menschen erreicht und auf die Problematik aufmerksam gemacht haben, war dieser Contest schon vor dem Zusammentreffen der Jury ein voller Erfolg.“
Wahre Wort, Moritz. In diesem Zusammenhang möchten wir gerne auch die 3 weiteren Gewinner des #CreateTheLabel-Contests bekanntgeben, die wir per Zufall ausgewählt haben und die jeweils ein Creative Cloud Jahresabo gewonnen haben:

Marina Amrehn
Julia Bochmann
Leonie Sauerland

Herzlichen Glückwunsch an alle! 🙂 (alle andere Teilnehmer erwartet übrigens ebenfalls eine kleine Überraschung, siehe unten)
Das Gewinner-Design: Flat-Design trifft Kacheloptik
Das Gewinner-Design wird stark vom Flat-Design bevorzugt, seinem bevorzugten Illustration-Stil. Inspiration fand er zudem beim italienischen Illustrator Marco Goran Romano, der häufig mit Karo-Kacheln arbeitet.
Inhaltlich will Moritz möglichst die Identität und das vielfältige Engagement von Viva con Agua widerspiegeln und versinnbildlichen. So hat er bewusst Elemente wie eine Lautsprecherbox (stellvertretend für die Arbeit von Viva con Agua mit Musikern), die Flaggen von Uganda, Nepal und Äthiopien (den Orten, an denen Viva con Agua Trinkwasserprojekte umsetzt), Brunnen für eben diese Projekte, das Wappen von Hamburg als Heimat von VcA oder das Logo des FC St. Pauli als wichtiger Supporter der Initiative.
Das finale Design des Backlabels
 

So geht es weiter: Millerntor Gallery 2017 und 1 Millionen Flaschen

Jetzt geht es für Moritz auch gleich Schlag auf Schlag: In der vergangenen Woche hat er sich bereits mit Michael Fritz von Viva con Agua in Hamburg getroffen, um das Design für das Backlabel zu finalisieren. Der nächste Schritt wird der Druck der Labels auf die Flaschen sein. Ende Juni könnt ihr so bereits die ersten Flaschenexemplare mit dem neuen Backlabel in der Millerntor Gallery bewundern. Die Flaschen werden dort als Teil der Ausstellung präsentiert – inklusive eines Making-Ofs. Und Moritz wird natürlich auch vor Ort sein.
 
An alle Teilnehmer: Ihr seid eingeladen!!!
Apropos „vor Ort sein“: Wir haben eine Überraschung für euch! Alle Teilnehmer des #CreateTheLabel-Contests sind herzlich zur Millerntor Gallery #7 vom 29.6. bis 2.7. eingeladen. Sprich: Alle, die ihr Design auf Behance oder Instagram eingereicht haben, stehen auf der Gästeliste und haben kostenlosen Eintritt! Wenn ihr also noch nichts vorhabt: Kommt doch vorbei! 🙂
Das ganze Team von Viva Con Agua und auch wir bedanken uns damit noch einmal für eure beeindruckenden Einsendungen und für euer Engagement bei diesem Projekt.
Denn: „Creativity Can Change The World“. Und ihr habt mit eurer Teilnahme an #CreateTheLabel ein Stück dazu beigetragen.

June Visual Trend: Documentary Reality


Adobe
This month we’re considering documentary photography — how it shapes our relationship to current events and each other. With cameras in nearly every hand or pocket, we’re all poised to capture the news as it happens, and social media lets us share our photos in an instant. All this means that we’ve come to expect a constant flow of real-life images keeping us updated on what is happening around us.
This raises some pretty interesting questions: How did we come to think of photos as a news source? How do documentary images shape our collective consciousness and our shared moral compass? And how is the current proliferation of real-life images impacting trends across photography, including the stock world?
 

When journalism went visual.
There was one critical technology development that made photojournalism possible — the 35-millimeter camera. Small and fast enough to capture real life, not just posed portraits, the first commercially available Leica 35mm cameras arrived on the market in the mid 1920s.
As photographers started to document the ways people really lived, their photographs began to shape a shared understanding of current events, especially crises. During the Great Depression, the New Deal’s Resettlement Administration realised the power of images to impact public opinion. Working for the Administration, Dorthea Lange famously captured one of the most iconic and heartbreaking images of the era, “Migrant Mother.” The 1936 photograph shows a mother whose facial expression tells the story of her struggle to survive and feed her children. According to Lange, both women recognised that the act of photographing had the potential to reverberate far beyond their encounter: [Text Wrapping Break]
I did not ask her name or her history. She told me her age, that she was thirty-two. She said that they had been living on frozen vegetables from the surrounding fields, and birds that the children killed. She had just sold the tires from her car to buy food. There she sat in that lean-to tent with her children huddled around her, and seemed to know that my pictures might help her, and so she helped me. There was a sort of equality about it.
That same year, Life Magazine launched and became an instant hit. As one of the first photo-centric periodicals, Life employed captions and vibrant photographs as a new form of reporting. In 1943, while covering the early days of World War II, Life challenged the Pentagon’s prohibition against publishing photographs of dead soldiers, and won. When they ran their unprecedented image of fallen soldiers lying on a New Guinea beach, they forever changed how Americans’ experienced war back home. 

Since then, photojournalism has continued to produce the iconic images we all associate with major world events. When you think of the Vietnam War, you’re bound to remember Nick Ut’s devastating, Pulitzer Prize-winning “Napalm Girl,” while the Pulitzer Prize-winning 1970 image of Mary Ann Veccio screaming over the body of an anti-war protester at Kent State remains a lasting symbol of the protests and violent clashes back home. Likewise, the current crisis in Syria may be forever symbolised in the heartbreaking photograph of drowned three-year-old Syrian refugee, Aylan Kurdi, whose body washed ashore in Turkey.
The ethical questions behind documenting.
With the tremendous power of photojournalists to forge public opinion and move people to action come significant ethical responsibilities. For example, NPR reported that in the 1980s, the NGOs working to deliver food aid to famine-struck East Africans came under fire for the images in their ad campaigns. Photographs of starving children helped raise millions of dollars, but critics argued that the subjects were framed as incapable victims, stripped of their dignity and agency. Instead of “poverty porn,” the new generation of fundraising images focus on active, empowered subjects.
Talking to NPR, Jennifer Lentfer, the director of communications at IDEX, an international grant-maker, suggested a good rule of thumb for photographers: “If that person in a photo was your nephew, your child, your grandmother, would you want them to appear in that ad? If the answer is no, you’re over the line.”
Our appetite for reality is growing. 
Since the earliest days of photojournalism, we’ve come to expect that we won’t just hear the news, we’ll also see it. Today everyone, from professional photojournalists to citizen journalists, is capturing and sharing nearly real-time images of breaking news — from protests to police violence to politics. To help designers keep pace, we’re partnering with Reuters and USA TODAY Sports to add comprehensive editorial images of breaking news, sports, business, entertainment, and more.

We think that this changing visual environment is also impacting stock photography. People simply expect authentic, natural images across design styles. Follow us on the blog this month as we dig deeper into the state of documentary photography, exploring the images in the new Adobe Stock Editorial collection and asking experts what makes an excellent documentary photograph. To see more, browse the Editorial collection on Adobe Stock, and visit our dedicated gallery of authentic stock.
For More Information: 

Check here for more on the history behind Lange’s “Migrant Mother” image.
Learn about Life Magazine’s fight to publish its image of dead soldiers, and how the photo was captured here.
Watch a video of Nick Ut describing the day he took the “Napalm Girl” photograph.
For more on the photographs of the Kent State shootings, read here.
And for a good overview of the history of photojournalism, visit the work of Dr. Ross Collins.

Giving your business a visual identity has never been easier

Adobe
Your visual identity is key to how customers view your brand: here’s how you can take charge of creating your own unique identity.
In the age of the cloud and digital marketing, the traditional staples of a business’s visual identity – letterheads, envelopes and business cards – may seem quaint and even outdated. In fact, they are not only still relevant, but quite possibly far more so.
Consumers in the digital marketplace have never been so demanding, which means brands have to work harder to win and retain customer loyalty. Consumers expect their brands to deliver consistency, reliability and authenticity, and they don’t care about the size of your business either.
Your brand’s visual identity – that unique system of graphical elements that resonates with consumers – makes your company’s presence consistent and recognisable, which is particularly important online. Traditionally, big businesses have had the advantage of more resources and spending power to maintain and project their visual identity. Until now.
With Adobe Creative Cloud for teams, businesses have everything they need to design great content for print, the web, social media and more. And if that sounds daunting, Adobe provides CCT business tutorials to help you create and integrate the components of a visual identity – including colour scheme, fonts, logo and letterhead – that will make your business stand out.
Creating a powerful visual identity has never been easier: watch a tutorial, choose a template, open an app and you’re on your way.
Design your own logo in six easy steps
Here’s an easy 6-step process for designing your own logo from the tutorial.
In this example, you can use vector shapes to create a logo that looks great on screen and in print. The vector art scales to any size – from business cards to billboards – without losing quality.
1. Set up your logo project
Open a new document and set up your workspace. Bring in a reference image to use as inspiration and use the Layers panel to easily manage your artwork.
2. Use basic shapes to create complex art
Combine rectangles, triangles, circles and freeform shapes to build your artwork. Use Smart Guides to align the various elements.
3. Add colour
Select the colours you want to use. Be sure to explore the vast collection of prebuilt colour sets in the convenient Swatch Libraries. To keep the colours and shapes of your logo handy, simply add them to one of your Adobe Creative Cloud Libraries.
4. Fine-tune your logo
Adjust the scale of your shapes and rotate them to assemble the logo.
5. Add text
Round out your logo by adding your business name using the typesetting features in Illustrator. Creative Cloud members can choose from the vast library of typefaces from Adobe Typekit.
6. Preview and save your logo
See how your logo looks on mockups of everyday items, from t-shirts to business cards. You can save your logo artwork for printing, sharing as a PDF, posting on the web, and more.
Add Spark to your visual identity
In addition to Creative Cloud for teams, Adobe’s visual identity tools include Adobe Spark.
Adobe Spark allows you to create professional-looking social posts, webpages and presentations, making it a valuable tool for small businesses, bloggers and marketers who want to get a message out with ease and style.
George Siosi Samuels, host of the It Will Come podcast and founder of the Siosism website for aspiring entrepreneurs, start-up founders, small business owners and community influencers, understands the importance of impact. He has been identified by Adobe as a ‘Key Person of Influence’ for his successful use of Adobe Spark.
In exercising that influence, Samuels is continually seeking ways to improve the quality of his content and outreach, particularly on social media, which is why he uses Adobe Spark.
“If I am positioned as a thought leader then my site and the podcasts I offer should have a thought-leadership look and feel too,” Samuels explains.
“Spark helps me quickly and easily create impactful visual content for my website and social channels with a quality that connects with my creative audience.
“I like that it brings together three free platforms into one package with its Post, Page and Video platforms. They are easy to use, enabling me to create a range of visual content including social graphics, pages and videos.”
To help you acquire the skills you need to create a vibrant visual identity Adobe provides a range of training and support aids.
In addition to the business tutorials, APAC users have full access to e-seminars, including all video-on-demand content, as well as the Helpx ‘getting started’ portal.