though i'm not a fan of the new brand, i applaud their shear audacity in the creation of this "design strategy." just goes to show, it's not what you're selling but how you sell it. pepsi dna? gravitational pull?! classic.
i am all for different approaches when it comes to being a creative. left brain, right brain, you stumble on and discover relationships you might not have ever thought of. the ol' thinking out of the box. the problem i have is that when the research and making connections are done, was it all worth it? couldn't i have just easy said, "redesign brand and logo and incorporate following themes: global, 3d, spherical, & positive feel. then again, the exercise is necessary for the dialogue to happen. its storytelling for the client, right?
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