NOVEMBER 2019 SAFFRON
COMPUTERARTS.CREATIVEBLOQ.COM- CHOOSE GOOD CLIENTS
We like to work with everyone who is
ambitious, honest and gives us the
opportunity to work in partnership with
them to create good work. Someone willing
to invest and consider brand a core part of
their business, with a story to tell. - HAVE A CONFIDENT ATTITUDE
We attract people with our attitude. People
tend to like that we’re direct, we’ve even
been called a little brutal, but charming.
Some like it, some don’t. - ADAPT TO SURVIVE
The branding industry is evolving and
suffering a deterioration in culture. We’re
asked to pitch for free, timings have been
slashed, and deadlines accelerated. In
effect, clients are asking for more work for
less money in less time. We’re exposed to
this, and we’ve adapted. - BECOME MORE AGILE
For an organisation to become more agile
in a fast-moving world requires flexibility,
empathy and fast decision-making.
Those of us in leadership or who are
exposed to clients have to translate this
to keep getting the best out of our teams
in a more challenging environment. We
have to evolve and explore new thinking
and methodologies. Being flexible and
questioning procedures that worked in the
past and be more experimental. - THINK GLOBALLY
‘Brand’ does not mean the same across
the world. As a global company, Saffron
is exposed to different degrees of
market maturity, from super brand-
savvy businesses in mature markets like
UK, Germany and US, to price-driven
environments where people just want
a logo. There’s a huge amount of mental
elasticity required to adapt the procedures
and mechanics of what we do to these
differing environments.
Saffron’s Gabor Schreier
outlines some of the strategies
he sees as vital to branding
success in the current climate5 KEY TIPS FOR
BUILDING A MODERN
BRANDING BUSINESS
ROBERTO VERONA
Design director, Saffron
Roberto Verona runs the design team at Saffron
Madrid, overseeing the creative process and
driving teams through the various stages of the
programmes. He speaks fluent Spanish and English
and has worked on project with clients including
Madrid Open, Mtel, Proximus, BSI and Tuenti.Left and above:
Saffron designed a
fresh logo, identity
system and livery
for Gulf Air, as well
as a complete
redesign of
aircraft interiors.