No design gain without a little creative pain

It’s not only identity consultancies which are flexing their strategic muscles these days. Packaging groups are also getting on the band wagon. You’ve got to have a system – some way of working so you will woo clients with your clever step-by-step process.

Turner Duckworth has taken strategic thinking to new heights. The as yet unnamed formula was put together after years of research and countless focus groups, and is pictured below. It translates as ‘creativity’ minus ‘pulling teeth’ multiplied by ‘wow factor’ plus ‘pulling it out of the hat’ equals ‘a Turner Duckworth design’. Which just shows there is methodology in this madness.

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