Recipes for the future of branding | Koto

Summary

Cotto, a global creative agency, developed 'Seasoned,' an initiative aimed at making branding more accessible and less intimidating for aspiring creatives. Through collaboration, experimentation, and inspiration from cooking, Cotto created a platform that teaches branding in an engaging, fun way. The team, using cross-disciplinary efforts, developed a unique brand identity that reflects their culture of creativity and openness. The project highlights the importance of play, experimentation, and community in the creative process. 'Seasoned' serves as a resource for anyone interested in the branding industry, with plans for future growth and continued support.

Takeaways

• 😀 Cotto is a global creative agency with studios in London, Berlin, LA, Sydney, and New York, focused on creating the best work possible.
• 😀 The initiative, Season, was launched to make branding more accessible to budding creatives and demystify the branding industry.
• 😀 The Season project started with a simple idea in June 2023, with a team of 30 people from various disciplines contributing to the effort.
• 😀 The core goal of Season is to help newcomers in the branding industry feel less intimidated and provide a fun, engaging learning experience.
• 😀 The team experimented with various approaches and visual styles, eventually deciding on a food-based concept for the brand, inspired by cooking and food culture.
• 😀 The food metaphor was chosen because it connects people through conversation and learning, offering a step-by-step process that's easy to follow.
• 😀 The brand's identity was shaped by maximalist food imagery from the 70s and 80s, combined with quirky design elements and playful typography.
• 😀 The 'Season Sans' font was created as part of the experimentation process, reflecting the quirky, inviting, and bold nature of the brand.
• 😀 The team organized a 'Cotto Bake Off' as part of the launch, using food-inspired content to create a fun, energetic promotional piece for the brand.
• 😀 The Season platform includes educational resources (books) on branding, with plans for more content to be released in the future, including portfolio reviews and Q&A sessions.
• 😀 The project took a year and seven months to complete, emphasizing the importance of time, experimentation, and learning in the creative process.

Q & A

What is Cotto's primary mission as a branding agency?

Cotto describes itself as a team of optimists pursuing brand excellence. They aim to make the best works of their lives, whether through copywriting, strategizing, motion design, or other creative work.

What initiative did Cotto begin in 2023 to help people enter the branding industry?

Cotto started an initiative called 'Season' to help creatives and aspiring creatives navigate their way into the branding industry. The goal was to demystify branding and make it more accessible.

How did Cotto begin the process of creating the 'Season' platform?

In June 2023, Cotto put out a call to its team on Slack to gather interest in creating a platform aimed at helping people enter the branding industry. This led to the formation of a 30-person team from Cotto London.

What was the role of the Slack channel in Cotto's creative process?

The Slack channel played a crucial role in sharing ideas, brainstorming, and keeping everyone involved in the creative process. It became the central hub for the team's collaboration and optimism.

What were the two main creative routes Cotto explored during the development of the 'Season' platform?

The two main creative routes were: Route 1, which leaned heavily into education with a classic Americana College aesthetic, and Route 2, which aimed to appeal to a younger, fresher audience by drawing inspiration from alternative groups and movements.

Why did Cotto decide to explore a third creative route involving food and cookery?

Cotto decided to explore food and cookery as a third route because it is universally relatable, invites conversation, and provides a step-by-step approach, which aligned well with the brand's ethos of making things easier to understand and less intimidating.

What was the inspiration behind the name 'Season' for the platform?

The name 'Season' was chosen because it connects to the world of food, where seasoning imparts knowledge. It also embodies the optimism and energy of Cotto, reflecting the brand's philosophy of imparting knowledge and creating a welcoming atmosphere.

How did Cotto experiment with new creative tools during the development of 'Season'?

Cotto used new tools, including AI, to experiment with visual elements, typography, and other design aspects. Although the technology was still developing in 2023, it allowed them to explore new creative possibilities, leading to unexpected and playful outcomes.

What role did digital and motion design teams play in the 'Season' project?

Cotto's digital and motion design teams helped refine and enhance the chaotic and experimental designs produced by the creative team. Their work brought cohesion and clarity, making the final output more engaging and functional.

What is Cotto's long-term vision for the 'Season' platform?

Cotto's long-term vision for 'Season' is to continue creating content that helps newcomers to the branding industry. They plan to release additional educational resources and foster engagement through Q&As and more interactive content, aiming to break down barriers and make the industry more inviting.