Elegant Communication is All You Need
Elegant Communication is one of our key philosophies here at Lab and one of the main driving forces behind our rebrand in July. We had a chat with our Creative Director, Tom O’Connor, about the rebrand and how the concept of ‘Elegant Communication’ influences everything we do.
Q: What was the thinking behind the new Lab brand?
A: Differentiating yourself is becoming more important due to the commoditisation of build and design. To compete in our market, ideas need to be rock solid. You need to start wide, with all your creative ideas, and gradually chip away to reveal concise ideas. You need to have the confidence to resonate, and part of this is having the confidence to go with less, rather than more. That’s exactly how we went about rebranding Lab – we refined our initial concepts to show the idea of ‘elegant communication’ in its purest form.
Q: Tell us about the Lab alphabet, why did you decide to create your own alphabet?
A: We wanted to experiment and define how much of a letter you could take away, with it still being easily read. This relates directly to our neuro offering as our brains can fill in gaps without even realising – which often makes a piece of creative more memorable.
When you work hard refining a technique, over time, this becomes simpler.
For example, Picasso created a style over many years yet he created Le Chien (The Dog) which uses negative space*, so people will fill in gaps with something far more personal to them. The whole image is created with a single line, but tells the audience so much through so little. The important part is to have confidence in something simple and elegant, rather than feel the need to add bells and whistles. Again, it’s about trusting in that ‘less is more’ idea.
Q: Were there any practical aspects you had to take into consideration?
A: There are always practical sides of creative input that need to be thought about. As devices are getting smaller and constantly redesigned to meet user demands, this needs to be thought about creatively. You need to ensure you have a responsive design which can also be communicated elegantly to your audience – no matter how they’re viewing your site.
*Negative space is the space that surrounds a subject, whether it is an image or text.
- Elegant Communication’ influences everything we do.