What is a manifesto?
How to write it?
Case Study
The North Face:Most travel equipment brands focus on how their products can enable you to travel and explore your surroundings, which is engaging on the surface. But, in The North Face’s brand manifesto, they go another layer deeper by diving into why we explore.
By describing how exploring helps us understand ourselves better, The North Face’s purpose is crystal clear -- they not only want to help us explore more, but they also want to help us change for the better, lead more fulfilling lives, and cherish what we have.
Apple: For almost his entire career, Steve Jobs was considered crazy. His bitter disdain for the status quo compelled him to shatter conventional wisdom whenever he could, driving such a large wedge between him and his colleagues that they forced him out of the company he founded. Despite all his controversy, though, Steve Jobs’ ability to think differently was what fueled Apple’s innovation and transformed it into the most valuable brand in the world. Steve Jobs’ story is the driving force behind Apple’s purpose. If they can inspire people to think differently and challenge the status quo, then they can help propel society forward and change the world -- just like Steve Jobs did.
LEVI'S: No one wants to coast through life. But, a lot of times, we drift away -- and we don’t even notice it happening. To help catch yourself settling in life before it’s too late, Levi’s crafted a brand manifesto overflowing with so much purpose that it could convince Eeoyre from Winnie-the-Pooh to go make his mark on the world.
By asking their audience whether they’ve made the world any better and telling them that all they need is their gut instinct and the clothes on their back to make that impact, Levi's conveys a brand purpose almost everyone would passionately follow for the rest of their lives -- don’t ever settle.
Primary Manifesto of OO STUDIO
OO studio is a design agency based on Edinburgh, Scotland.
"What we always want to do - translation, the way people get along with society also needs translation. Social problems exist in all aspects, and our empathy is reflected in the design of visual symbols" - OO studio funder.
The translation design is to subvert the traditional definition of traditional symbols in our lives. We insist on shouldering social responsibilities from a young perspective, looking for fresh and interesting points in our daily life that deserve attention. In order to stimulate the infinite possibilities of symbols, use visual communication, information expression, and emotion to convey more possibilities.
We believe that our presence brings warmth. Social problems exist in all aspects, and our empathy is reflected in the design of visual symbols. We pay attention to these issues and bring people a better living environment. What we pride ourselves on is not only the upgrade of vision, but also the warmth of the society. Bring multi-dimensional warmth to people with the conversion of icons. As we can empathize with, and urgently want to solve social problems, every change of visual symbols is a big change.
We pay attention to these issues in order to bring people a better living environment. With multi-dimensional attention, we care about people's health. In the future, our continuous development will show the public that young people's creativity and sense of responsibility will take the brand mission to participate in social issues, improve and develop.
However, our tutor pointed out that our manifesto lacked focus, so I made changes.
Final Version wrote by me:
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