A Design Process Success Story

Janice Jaworski, managing director, Anthem Worldwide's NYC office, says, "The process that we engaged in with Unilever is one that they employ on all of their package design programs with all of their different vendors." Specifically, Anthem is very focused on understanding where the brand has been in terms of its visual expression in the marketplace and what its current objectives are and how it can understand both areas. Unilever made that easy. "They definitely have a 'creative brief' established," says Jaworski. "They have their marketing objective and business objective identified. They have who the competitive set is in terms of players in the particular space, they know who their target consumer is, and they really help immerse us as a design agency into the process very well at the start."