Article

Helena Mcaleer
Helena Mcaleer 25 September 2015
Categories

An Interview With Peter Knapp, Landor Associates

Peter is Global Creative officer for Landor Associates, he specialises in integrated branding programs where graphic, three-dimensional, digital, and engagement design platforms merge to form total branded experiences for consumers.

Peter is Global Creative officer for Landor Associates, he specialises in integrated branding programs where graphic, three-dimensional, digital, and engagement design platforms merge to form total branded experiences for consumers and is speaking at Inspiration 2015, Book your ticket now!

 

 

Who Are You?

Hi, I’m Peter Knapp, Global Creative Director here at Landor, based in London. Landor is a worldwide company and we are a branding consultancy who come up with cross channel solutions for the difficult business commercial world that we live in.


What Inspires You And Where Do You Look For Inspiration?
I try to look up for inspiration. I suppose by that, what I mean is the possibility of the future. NASA inspires me, I follow the Mars rover on Twitter. I just find it incredible to see landscapes of Mars beamed back through your phone. I find the Hubble Telescope inspiring. Just generally thinking what is up there and out there. That’s really the enormity of things is what I find inspiring.

 

What Do You Do When You Have An Idea And How Do You Go About Turning It Into Reality?
What do I do? What do I do when we get the idea? I think the first thing is relax, it’s such a pressure and a strain to find a good idea. The world is full of ideas, but I think there are few and far between that I would really call good. That’s the pressure of it, it’s like looking for hen’s teeth or sifting for gold. When you get it, you are so pleased, so joyously pleased that that’s the bit when you can afford yourself ... I don’t know ... 5 or 10 minutes relaxation before the project then starts.

 

The secret of turning a good idea into a reality is two fold. One, I think is to communicate it really clearly so people know exactly what you’re talking about. The other candidly, is to work with a great team, I’m lucky, I work with a really great team. Fantastic designers, fantastic creatives, brilliant strategists, really effective client services to people.

 

I think to be clear and to surround yourself with great talent is the way ahead.

 

Talk Us Through An Idea Of Yours, From Inspiration to Realisation
We have been authoring the brand of Etihad, the Abu Dhabi airline, and really, Etihad represents the fascination and the developing of Abu Dhabi. Abu Dhabi I think is going to be a really fascinating destination and they are doing things in a very unusual, very unique way. Etihad had to represent this in some way, be true to its roots and its heritage and its region, but also talk about the place of its origin, Abu Dhabi.

 

The idea was all centred around Etihad being remarkable, creating things that forced opinion, forced reaction and weren’t just average or normal or nice. To come up with things that really did make people stand back in admiration and engage. Because it’s a pretty bland old world out there at times, and I think we wanted to make something special that really did engage with its audience.

 

I think the idea of remarkable will do that. We’re just beginning to see that now with the Etihad brand, the new livery launched recently and I think the reaction to it has been great and people have said it is remarkable. You start to see the brand living through the idea, which is great.

 

What Are You Going To Talk About At Inspiration?
My inspirational talk I think is going to be about science fiction. Again, it’s all around the idea of what could happen. I think of some of the most remarkable minds who have projected into the future, the likes of Gene Roddenberry, Gerry Anderson and Stan Lee. People who have seen no barriers to what could be, who have had powerful imaginations and who have helped inspire the engineers and to some degree, the politicians and the innovators of the world by the strength of their future projections.

 

I find a lot of inspiration in science fiction in many different ways. That’s what the talk is going to be about and to show the value of science fiction and tomorrow today.

 

Hear Peter Speak at Inspiration 2015, book your place now:

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
14 Amazing Examples Of Brands Killing It With Facebook Ads

14 Amazing Examples Of Brands Killing It With Facebook Ads

How do you design the perfect Facebook ad that converts? A lot of people will start throwing money at Facebook, but not see any success. This comes either because they don’t have a proper strategy for their Facebook ads or their ads are not well designed. But for those brands which have a good strategy and work hard to test and refine their advertising, Facebook ads can generate huge profits. And we’ve found 14 of such examples.

Luisana Cartay
Luisana Cartay 11 December 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more