When You Get Out There.
For the Curious,
More Can Be Found.
Doors opened, entries walked, the pilgrimage taken.
When you get out there, closer to the heart of the story, the feeling of it: the place, the brand, the people,
the story, can be found.
For nearly 20 years, Girvin’s run thinkshop collaborative working sessions that are designed to
explore and bring team alignment to the holism of brand.
To do that, we go in, and we go out, and we go deep.
I was talking to a client, and she’d referenced, “to know cowboys, as a part of our brand, you need to get to Texas. We’ll be in Lubbock and Waco, and we’ll see you there.”
We’ll go there.
The point to learning is a journey, getting in, talking, connecting with people live to read them, to understand them in their hearts, dreams and desires. And, in one type of branding instance, build a brand around them. I had another client at National Geographic and he talked to me about the idea of getting out there, which he referenced in hours. To really get out there, it’s 48 hours of travel.
Then you’re out there.
But I’m thinking about the out there — in there — proposition, it’s about proximity, the closer you are,
the closer you are.
I have a reference in working on a brand, to get there. To get in there, with a family of winemakers, you need to get in there — out, to them, in their place. You explore, you listen, you talk, you write, you track, document, take pictures;
you take notes; and from all that,
you create something.
Over time, I’ve liked the idea of linking travel to working and learning, being, connecting more to relationships, being with people. To that, I’ve worked in Paris,
being there, working there,
Jakarta, Bali, Seoul, Tokyo, Osaka, London.
Getting out, to link to a family, starting a vineyard, Kevin Henderson and I flew to Eastern Washington [he is the pilot]. We built a book of the story, that later became the foundation for this sequencing.
The book is large, vertically formatted – we build them in variations on format and design direction,
customized to the user, and the needs met, ideas explored.
Part of the opening, like a journal with type —
in setting the textual and visual tone.
The Vineyard is located in The Palouse, a vast and extraordinarily fertile stretch of land, a prairie,
straddling the Columbia River,
nestled to the Cascade Mountains, extending nearly across the state of Washington.
It’s an emotionally charged view — ever-changing under the
rolling skies of thunder-heading
Nimbus clouds and searing sunlight.
Notes from the brand journal, the quest to be out there,
closer to the heart of the Reynvaan storytelling:
The iconic stones of the Vineyard,
used in labeling and messaging,
abetting the character of the wines:
TIM | Walla Walla
G I R V I N
DECATUR ISLAND STUDIOS | N E W WOWNESS
CREATING STRATEGIES, PRODUCTS,
IDEAS FOR CHANGE.