"Following fads leave you unnoticed": the key to distinctive branding unveiled by BUCK's Ben Langsfeld
BUCK's Attention to Detail in Branding Enhances Success
Ben Langsfeld, the Chief Design Officer at BUCK, a global creative company, believes that details are crucial in the craft of design and branding. BUCK, part of the Residence network, is renowned for its meticulous approach, pioneering new techniques, and novel storytelling practices.
In an interview, Ben shared his thoughts on the importance of details in branding. He emphasised that they build a consistent, relatable, and credible brand image, which directly impacts brand recognition, customer trust, and campaign success.
For instance, BUCK's work on the Airbnb project focused on creating something that felt delicious, intentional, and full of life, rather than achieving photorealism. This approach resulted in a ramen shot that showcased the brand's unique style and attention to detail.
BUCK's team members find B Corp values to be a significant part of their work and identity. This commitment to social and environmental responsibility is reflected in their projects, such as the "Worn Wear" program by Patagonia, which encourages gear repair and recycling, and Greenwater Sports Drinks' focus on sustainability and local marine habitat restoration efforts.
BUCK's policy of not working with certain client sectors and its focus on quality over quantity reflect its commitment to maintaining high standards. The company's dedication to detail is also evident in its adoption of a policy of creating impact reports to scrutinise everything they do.
BUCK's creative judgement and ability to help clients discover possibilities they didn't know existed have led to collaborations with iconic brands such as BBC, Pepsi, Apple, and Google. The company's work has been recognised at the Brand Impact Awards, where Ben recently discussed life at BUCK and the process of creating standout branding.
The B Corp community has led to discussions with other certified companies about future collaborations. BUCK's B Corp certification has also led to more serious consideration of Environmental, Social, and Governance (ESG) commitments by the company.
While consumers may not consciously notice details, they can still have an impact subconsciously. Good design, according to Ben, makes life better by evoking care, competency, and trust. This approach has helped BUCK create brands that resonate with consumers and drive success.
In the future, BUCK aims to continue exploring new ways to communicate on the surfaces of today and tomorrow. The real opportunity for BUCK, Ben believes, is that creative judgement is becoming more valuable in an increasingly complex and competitive world.
[1] Snickers' localized campaign "You’re Not You When You’re Hungry" boosted global sales by 16% and grew market share in just one year. [2] Greenwater Sports Drinks' focus on sustainability and local marine habitat restoration efforts drove a 50% sales increase in one quarter after new initiatives were publicized. [3] Goldstone Watch Co.'s emphasis on handmade craftsmanship and rare materials shaped customer perception of the brand as a status symbol and supported continued sales growth through consistent premium imagery and messaging. [4] Uber’s global branding strategy, centralized in one platform, ensures consistent use of brand assets worldwide while allowing local teams to customize as needed. Patagonia’s brand details, like the “Worn Wear” program encouraging gear repair and recycling, demonstrate how embedding core values into product life cycles and campaigns builds a loyal customer base aligned with the brand’s sustainability mission.
- The attention to detail in BUCK's design and branding, as seen in their work on the Airbnb project, creates a unique style that resonates with consumers, driving success.
- BUCK's team members find their commitment to B Corp values, which reflect social and environmental responsibility, to be a significant part of their work and identity.
- The company's focus on quality over quantity, as well as its adoption of a policy of creating impact reports, demonstrates its dedication to maintaining high standards.
- BUCK's innovative 3D UI and art have led to collaborations with iconic brands like BBC, Pepsi, Apple, and Google, showcasing their creative judgement and ability to help clients discover possibilities.
- The impact of good design extends beyond conscious recognition, evoking subconscious feelings of care, competency, and trust, which can help build a loyal customer base.
- The determination to enhance their craft has led BUCK to pioneer new techniques and storytelling practices, setting them apart in the creative industry.
- BUCK's approach to branding, as seen in projects like the "Worn Wear" program by Patagonia, embeds core values into product life cycles and campaigns, creating a consistent brand image that builds customer trust.
- The adoption of a policy not to work with certain client sectors, along with a focus on sustainable practices in their projects, aligns BUCK with the fashion-and-beauty and lifestyle industries' growing emphasis on social and environmental responsibility.
- The increasing complexity and competition in the world suggest that creative judgement, such as that demonstrated by BUCK, will become increasingly valuable in the future, providing opportunities to communicate on the surfaces of today and tomorrow.
