NEWS

"  Circle Culture
FEB 21 – 02

Momentum for Diversity

The cases of WhiteHouse.gov and Netflix

The return of hope that shaped Joe Biden’s inauguration ceremony on the 20thof January could also be felt when visiting the White House’s new website that went online the same day. Through light and friendly colors, structured and easy-to-find content as well as much free space the website communicates accessibility, inclusion and kindness. Under the creative leadership of Senior Advisor and transgender Robyn Kanner, the Washington-based agency Wide Eye has been responsible for WhiteHouse.gov’s revamping. The idea of inclusion and diversity can thus be understood as a theme that not only the White House’s website wants to stand for, but also the choice of creative agency that Joe Biden’s team has made when opting for Wide Eye. While looking at the agency’s team presentation, it is striking that four out of the five leadership roles are held by women. This case can be perceived as a signal that diversity, which has been of ever greater importance within our societies and overall policies during the last years, has eventually also spilled over into the consultancy and agency landscape. We are thus currently observing a dynamic when it comes to diversity and inclusion that gains momentum. Another case in point is Netflix that just published its first-ever company inclusion report. In an effort to serve entertainment for everybody, so far, Netflix has rather stood out thanks to its program that, from day one on, has been featuring films and series that actively reflect the values of inclusion, diversity and equality. Yet, they have been relatively late to the table when it comes to building up an internal structure that is infused by these very same values and principles. The appointment of Verna Myers as Netflix’ VP of inclusion strategy in 2018 represented a first step towards more diversity on the corporate level as well. We at Cc are curious to follow up on these cases that, hopefully, will flow into an ever increasing amount of lived inclusion at all levels of social, cultural and economic interactions.
"  Circle Culture
JAN 21 – 01

Aleph Farms’ Z-Board

Generation Z global advisory-board program

Earlier this year, the Israeli start-up Aleph Farms announced in a bold move that they have launched a so-called “Z-Board” – an advisory board that consists entirely of members of Generation Z. By including these young people under 25 into its senior management, the food-tech start-up, which grows meat from beef cells with the aid of a 3D tissue engineering platform, demonstrates its sincere respect for, and appreciation of this younger customer segment. The latter do not only show substantial buying power, but they are also perceived as most open to trying out lab-grown meat due to their strong ethical and environmental concerns. Instead of carrying out conventional consumer insights studies to better understand this young generation’s mindset, Aleph Farms thus prefers to directly join forces with this cohort and to have real and equal conversations with them. Or to put it with the company’s own words: Z-Board members will “be partners in Aleph’s vision of developing a sustainable food system and building a transparent relationship with consumers and young communities”. We at Circle Culture Consulting highly welcome Aleph Farms’ super smart outreach and are excited to see what will accrue from that visionary and unparalleled corporate strategy.
"  Circle Culture  Circle Culture  Circle Culture  Circle Culture  Circle Culture
NOV 20 – 01

BVG `Puzzle` Exhibition

Pop Up Art Show featuring Content-Creator Paul Ripke and Ravensburger

It was great to be part of this project as it illustrates how powerful it is to cross pollinate and share the most promising assets of all parties. Paul Ripke is one of the most successful social media activists with a fantastic sense for Zeitgeist BVG is creating smart below-the-line initiatives (that BVG x Adidas Sneaker was genius) to promote what is currently the most sustainable transport option Ravensburger provides a traditional game, that support our urge to calm down, self-reflex and be creative offline The result are three motifs that Paul Ripke himself describes as very personal: "Yellow subway, black tunnel and green tiles. What at first glance looks like monochrome surfaces turns out to be a profound examination of the essence of the city on closer inspection. Each motif is available in a limited number of 500 pieces per puzzle. And now the best part: 100 percent of the proceeds and Paul's fee go to the Kreuzberg Children's Foundation.
"  Circle Culture
SEP 20 – 01

Book of the Month

Hook Point - How to stand out in a 3-second world

The book cleverly summarizes how you can draw attention to your brand. But it also illustrates the fact, that you have to own a differentiating, credible and relevant brand positioning in order to develop hook points at all. Nike is a great example as with each Hook Point, who Nike is and what they do doesn`t change. Their Hook Points simply evolve to continually grab people`s attention to bring them back to the foundation of the brand. Hook Points must evolve, because over time, culture and consumers change - Hook Points adapt to meet their needs, but the core of Nike stays the same, which is why their USP and tagline remain the same. Another reason Hook Points change is because markets become saturated, and brands need to find new ways to capture attention. What works today won't necessarily work six months from now, especially when competitors catch on to it and attempt to use a similar hook. Nike understands this fact and has become a master at evolving their Hook Points without losing the core focus of who they are and why they exist - they never create clickbait that captures people's attention without substance to back it up. All of their Hook Points are aligned with the core values of the brand; and bring people into the story or context where tagline, USP, mission statement, or purpose can live and be provided with meaning.
"  Circle Culture
FEB 21 – 01

GROW

Highlighting the beauty of agriculture

Thanks to several projects at the intersection of biotechnology and agriculture that we had the chance to run with our clients Joyn Bio and Unfold, we could take a closer look at the current challenges and overarching issues that have been keeping the ag tech sector busy during the last years. The ever-growing world population raises the question of if and how we will be able to feed the billions of people to come. Traditional farming has long reached its organic limits. The all-determining efforts thus go into researching and hopefully identifying promising technologies that allows us to take the next step into a more sustainable ag and food production system. One of the key innovations that have defined the ag context and especially the realm of vertical farming in recent times constitute LED lights. The latter are not only able to provide indoor plants with the necessary lightening to grow and flower, but they make it also possible to reduce the usage of harmful pesticides and fertilizers. The project “Grow” by the Dutch artist and innovator Daan Roosegaarde wants to actually showcase both the power and hope that LED lights hold in store for the ag scene’s future – for the planet’s future, for our future. For the Grow installation, Roosegaarde’s team has immersed over 215,000 square feet of leek crops in red, blue and UV LED light. They turn on the lights by night, thereby creating a poetic scenery of – to put it with Fast Company – “glowing creatures at the bottom of the ocean”. With our own cross-disciplinary consultancy service “Art Collaborations” (http://cc-artcollaborations.com), we at Cc are absolute fans of the both inspiring and instructive project: Grow does not only form a perfect symbiosis between art and science, but it also excels in demonstrating how scientific developments and breakthroughs can be effectively communicated by and through art.
"  Circle Culture
JAN 21 – 02

Clubhouse

Lifting audio content onto the next level

One of our latest consultancy projects allowed us to study in-depth how the most brilliant minds in science, impact investment and foresight search digest and use information both in their private and professional life. One of the key topics of the study was the identification of upcoming communication formats. Clubhouse, the invitation-only audio-chat social networking app that just launched in Germany when we had been finalizing our study, builds precisely on the appeal of audio content as a relevant information format, but adds complementary features that have managed to create real buzz around the application’s market launch. Instead of featuring conversations where the audience just listens – as it is the case with podcasts -, Clubhouse invites its members to spend time in a wide variety of virtual rooms where they can not only attend conversations on the most diverse topics, but where they can actually participate in the exchange and become an integral part of the live panels. Yet, despite the hype around Clubhouse, there are also critical voices who condemn the platform’s select, if not downright elitist approach: The invitation-only mechanism to grow Clubhouse’s user base would neither be contemporary nor appropriate in times that should rather be about social cohesion, integration and uniting efforts. We at Cc share these concerns, while still acknowledging both the power and fascination that originate from limited consumption formats – a tool that is still widely used for introducing highly anticipated sneaker models for instance and that is, on a communications level, just recently transformed into cherry-picked slack groups where likeminded opinion leaders exchange on specific topics away from LinkedIn, Twitter and the likes as we also found out in our study. Since we are sure that Clubhouse will offer access for all on the medium to long run, we are excited to learn how the application will manage to sustain its allure nonetheless.
"  Circle Culture  Circle Culture
OCT 20 – 01

The Nobel Prize in Chemisty for Emmanuelle Charpentier

We feel proud to have build a brand for a Company that is based on the CRISPR/Cas9 technology

Emmanuelle Charpentier and Jennifer Doudna have been awarded the 2020 Nobel Prize in Chemistry for discovering one of gene technology’s sharpest tools: the CRISPR/Cas9 genetic scissors. Using these genetic scissors, researchers can edit the genome of practically all living things. Back in 2016 we were in charge to develop the brand and corporate identity of a novel joint venture between Bayer and CRISPR Therapeutics, focused on discovering, developing and commercializing new CRISPR/Cas9-based breakthrough therapeutics to treat blood disorders, blindness, and heart disease.Emmanuelle Charpentier was one of the founding members of this avantgarde life science start up from Boston. http://circlecultureconsulting.com/casebia/
"  Circle Culture
AUG 20 – 01

Unfold Bio

Building a new global vertical farming company from scratch

We were commissioned by Leaps by Bayer and the investment company Temasek from Singapore to develop the complete branding (name, CI, messaging, webpage) for a new company in the vertical farming sector. As always for these kind of challenges, our starting point has been our elaborated questionnaire where we prepare the central features of the vertical farming segment, create worlds of associations and use our classical “thesis”, “antithesis”, ”synthesis” approach to determine the desired direction of the communication content and the connotation of messaging. With this questionnaire (or call it "interview booklet"), we then conduct in-depth stakeholder and expert interviews recruited from our global thinkers network to generate insights for the name-, brand- and CI development. Our first ideas that we derived from the insights are then evaluated in a joint workshop in Singapore with all stakeholders and further developed together. The response after the launch was overwhelming - after 2 hours there were already 205 articles with a potential reach of 468.40 Million, none of it negative. We are proud that the branding, webpage and naming approach all turned out incredibly: www.unfold.ag