Edwin Himself is Edwin Negado » 2011

Currently listening to: “Baby I’m for Real” Mix by Terry Richardson

February 20, 2011

“I chose these songs because I like them…and they remind me of Cali, and they make me feel like Mr. Romantica!” —Terry Richarsdon

Via Wieden+Kennedy Entertainment

David Terry by Shaine Edwards

February 20, 2011

Reposted from WK12′s Tumblr. Written by Shaine Edwards.

Strategy is powerful. It conquers nations. It gets leaders elected. It gets bad leaders overthrown. But strategy isn’t just something you use to beat your roommates at Risk. It’s also a communication tool. After all, the most creative thinking on earth is useless if it doesn’t find the right audience. That said, I don’t know a goddamn thing about strategy. Thankfully, I sit downstairs from someone who does.

David Terry is Director of Strategic Planning at W+K Portland. He sat down with 12 to discuss strategy, simplicity, and art of knowing what you’re talking about. The thing that really stuck with me is just how passionate David is about what he does. His ideas about brand advertising have more to do with human identity than product identity. He favors emotional intelligence over business intelligence, because that’s where the truth lies. How can you help a human connect with something if you don’t understand the human condition? How can you talk about a lifestyle brand if you don’t even have a lifestyle?

It’s easy to be sarcastic about advertising. It’s loud, it’s often ugly, and it’s usually trying to convince you that one type of toothpaste is somehow superior to another toothpaste. But good ads tell true stories that people can relate to. Everyone has a favorite pair of jeans. Everyone remembers their first car, or the first beer they sneaked out of the Old Man’s fridge. We make emotional connections with brands we love for no reason other than that we love them. Don’t even get me started on Marvel Comics.

David’s approach to planning begins by looking for that emotional context, which informs every subsequent step of the work. In this business it’s good to remember that you’re talking to people, not consumers. Consuming is something people do, not something that defines them.

The New Nationale. Portland OR

February 19, 2011

While browsing Apartamento’s website for places to purchase their latest issue, I came across Portland’s Nationale. Sitting right across the Doug Fir, the shop’s signage choice of using vinyl stickers can make it a little hard to find if you’re driving along Burnside Avenue (which is why I should get a bike!). If you’re unfamiliar with the area, just look for the Jupiter Hotel sign and you’re pretty much there.

Within the shop, you’ll find a good selection of imported goods, including Savon de Marseille soaps from France and zines from Switzerland’s Nieves catalog. Nationale maintains a local vibe, too—selling fragrances from Portland’s boutique perfumer, OLO. There are plenty of items that I have yet to see elsewhere within the city and their focus on curating hard-to-find goods will keep you guessing on what they’ll be carrying next. I’ll definitely be back.

And much thanks to Alela Diane, who was kind enough to show me around the shop.

On my desk: Apartamento and Monocle

February 19, 2011

Two publications worth exploring outside of the digital container—Tyler Brûlé’s Monocle and Marco Velardi’s Apartamento. If you are a printed publication going through some major weight loss, take notes. Art direction, paper choice and well-written content really matter.

On my desk: Beams x Inspiration iPad bag

February 19, 2011

This years Inspiration Gathering attendees were treated with a complimentary iPad bag courtesy of Beams Japan. I don’t have an iPad, but it definitely makes for a good camera bag.

On my desk: Shirts! from Outsiders BMX and Marble Cycles

February 19, 2011

Rhandy of Outsiders BMX pretty much runs the BMX scene in San Diego. If you are ever looking to build an old school BMX bike, this is THEE guy that you should get a hold of.

The shirt on the right was given to me by the kind, Atsu Hanashima. He helps run Marble Cycles along with Makoto Kaji. My friend Ted (Jyumoku) introduced me to them at last week’s Inspiration Gathering. Their shop is based out of Los Angeles and focuses on custom motorcycle fabrication. Check out their site to see some of the work they’ve done.