Ask Tosh Hall, Jones Knowles Ritchie's chief creative officer, what was he remembers about 2021 and you’ll get a lot of 1990 and a little bit of 2027.
Like much of the design and branding work his firm was responsible for last year, Hall’s response is at once rooted in history and positioned for the future. Jones Knowles Ritchie presented brands through a kind of wide-angle perspective meant to communicate their vitality in a moment where it is no longer enough to merely stand out on a shelf or impress with a TV commercial. This is advertising in what Hall calls the “age of distinction.”
“We stole our tagline from a poet, Oscar Wilde, who said ‘Be yourself, because everyone else is taken.’ And in some ways, the world has come around to that way of seeing things,” said Hall. “We believe brands should be distinct and that’s because the world has changed. You don't just go through one door of communication. That changed so rapidly, and it’s a really fragmented world in which brands have to stand up today.