Interpretive planning is used in museums, science centers and cultural centers today. “It is a a decision making process that blends management needs and resource considerations with visitor needs and desires to communicate a message to a targeted audience.”according to Wikipedia.

By extension “interpretive design” is a powerful cornerstone for branding.

Let’s take technology and museums. In technology, IBM’s Watson was, and is, being utilized to humanize technology for brands in the financial, automotive and pharma industry, among others… And the original IBM Watson Jeopardy campaign was a huge consumer and awards success.

At the Pitti Palace in Florence, Italy, a recent exhibit combined Karl Lagerfeld’s lifestyle portraits (‘Karl Lagerfeld’s Visions of Fashion’ pictured above) with rooms of classic art masterpieces. The outcome, an exhibit with a riveting interpretive design experience. I experienced it myself.

Interpretive design… a line of thinking, planning and actions to power the future of branding.

Canopy can help you build and maintain a custom interpretive design plan for your brand. One that impacts the various mediums utilized in your marketing campaign. Contact Marc Sampogna at marc@canopybrandgroup.com or 646 767 6576. 

Photo credit: Proj3ct Studio