68 Planning for Change

Commitment to an identity program over a defined period of time makes sense, though identity programs are made for reinvention. Organizations often coordinate program changes with scheduled events: a product launch, a trade show, an advertising campaign. Built-in plans to evolve allow organizations to anticipate the next event with less internal heartburn over the changes.

Every opportunity to keep the identity program fresh and relevant also represents an opportunity to react to changing market conditions and shifting customer needs. Programs provide the necessary space for an identity to evolve, but change just for the sake of change doesn’t necessarily contribute to a better brand experience—just a different one. Designing dynamic programs requires knowing what should remain constant.

Sprite
BIG/Ogilvy
Brian Collins, Maja Blazejewska, Satian Pengsathapon, Jason Ring, Iwona Waluk, Weston Bingham

The future ain’t what it used to be: Sprite continues to appeal to a youthful demographic with exciting graphics that challenge and inspire.