First of all: I was involved in this project. The creativity – both in terms of content and design – inspired me, even though almost every rule I have ever learned was deliberately broken. The intellectual approach and the use of AI were fascinating. Brand books often only record the surface and form, the corporate design, of the brand. A brand manifesto should include the topics of orientation, values, attitude, innovation and marketing strategy. In this case, that of a tech company, the idea was a kind of “prayerbook” that would carry the brand philosophy internally and externally, and be the starting point and framework for all activities. I brought Simon Sinek’s „THE GOLDEN CIRCLE“ (“Always start with WHY”) into play and suggested a structure based on WHY, HOW and WHAT. To the company’s horror, I also advocated an old-school solution: Not a digital implementation, but an analog one. A book, 207 pages, printed on uncoated paper, hardcover, ribbon marker, linen spine, thread stitching, cover with hot-foil embossing, … The following is an excerpt.
MAKING THE FLOW WORK.
A story of forward-thinking and the relentless pursuit of inspiring innovation.
(P. 7) We all know that even the most enjoyable tasks can be a drag – multitasking and juggling around too many things within our digital ecosystem is more of an obstacle than a haven of diversity that presents real world solutions. It’s all quite become a digital supermarket: there’s an app for everything – want another one? Workfl ow – what workfl ow? Often the only thing fl owing are ideas, but when it comes to ‘the work’, hold-ups are the norm and are killing the momentum of creativity, productivity, and delivery. With the number of apps we use increasing, so has the complexity of even the most common day-to-day tasks, diverting our focus and attention away from what we all really want to concentrate on. Today’s highest level of tech sophistication unfortunately doesn’t translate into an overall new level of user convenience, effi ciency, or experience. With an endless stream of more of it all to come, abandon all hope ye who enter the digital jungle throughout the next years. OR?
(P.11) Why we are getting out of bed in the morning.
We’ve been around. Maybe experience and looking beyond the status quo are still key to innovating, inventing, re-thinking, and inspiring others … It has always been our purpose to support brands and the creative community. We have always been driven by finding the next ‚big useful thing’, adding value to brands’ systems, processes, and outcomes, as well as the users’ workexperience leading to more inspiration and creativity. Guilty as charged – of course we are also doing this for ourselves, because we are users just the same! With the increasing growth of apps, solutions, ‘digitalization’ of work and our market segments over the years, we have essentially been focusing on genuine technology / solutions, highest development standards, and most of all next-level user experiences. We don’t play around. We are the leading player in what we do.
(P. 15) OUR PURPOSE
We believe in enabling creativity and in opening up new ways to inspire everyone to achieve their full potential – creative pros, brand communicators, and brand consumers. We believe in changing the way we work and that we can innovate the state of things.
The rationale – simplicity empowers & inspires people.
We believe that the process of creating content must allow you to concentrate on the creative idea and message, and not on the necessary tools, hence we want to enable and inspire today’s and future generations of creators through intelligent technologies that change the way we work without the burden of complexity.
(P. 26) Put the fun back into function.
(P. 27) Because we are not in the tech business. (no?) We are in the user experience business. (oh!)
(P. 29) “Please understand, I am not trying to say technology is unimportant. But if we are just focusing on the technology, we will not succeed.” Satoru Iwata (Nintendo)
(P. 33) The process.
If your app can’t do it, we make it do it! Maybe some have thought “I wish there was …”, and we definitely have picked up the ball and made it happen. We actually have developed something most people didn’t even know they wanted. A cool invention that works for everyone.
The rationale – fast & efficient.
All relevant creative elements, images, texts, layouts, and rules are available in your loved or needed application of choice – no matter where these elements are stored. In developer code: Our inAPP RPAs (robots) make work easier by assisting you with the recurring/repetitive task of accessing data.
(P. 36) The outcome.
New heights of creativity, productivity, efficiency.
Across the board, from creative development to production to scale and output as well as brand compliance. From corporate workflows and their professionals to independent pros and social media users.
A genius tool for all, adding values by involving Creative Assets into pre-approved Brand Material Assets.
The rationale – smarter than smart.
Combining years of experience in IT, production, design, born-in-the-cloud SaaS technology + arterial intelligence makes it possible to integrate with all essential systems and guarantee access to all brand assets.
Traversing data sources, cloud storage, or stock media is available with seamless authorization protocols.
Ultimately enabling technologists, creatives, production specialists (inclusive. non-specialists) with a solution that makes everyday work more manageable & productive.
(P. 37) OUR VISION.
(P. 41) FUTURE FORWARD.
Our brand is not simply about class-leading technology & products, genius solutions to everyday problems, and dedicated service.
Our brand is both aspirational and inspiring: an invitation for users and corporates from all over the world to experience state-of-the-art workflows and work across departments, functions & locations
in a way that is actually – cool!
Rediscover a lost art form – quality working.
Rediscover your own potential that’s been stuck in complexity hell.
We have invented a concept that is new and unique and – most importantly – speaks and connects to users so they can engage with it.
We are spearheading a new era of connectivity, and we are certainly dedicated to continuously upping the game in a niche that we own today.
(P. 43) „Own’ the connector space“
Be the leading brand in Digital Asset Management & Connectivity.
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Innovate, surprise, renew, impress, inspire, touch, deliver, kick ass.
(P. 45) “CI HUB enables creativity and encapsulates the relentless pursuit of inspiration in our professional journeys.” CI HUB is the world’s leading Digital Asset Connector, breaking new ground in the world of digital asset connectivity and beyond, inspiring the world’s leading minds through a user experience that is second to none. Born from a big idea, with best-in-class technology, future-proof support and continuous innovation, CI HUB is revolutionizing our workflows and is an un-missable, must- have tool that puts the fun back into function.CI HUB aims to remove workflow blocks and to enable professionals to be their most creative, productive, and efficient, ever.
…
(Imprint: The CI HUB Manifesto, 1st Edition, August 2024, All rights reserved. Idea, Concept, Text, Design: Dr. Jens Niedzielski, Bangkok. SBN 978-3-0078832-1. Publisher & Image Source Info: CI HUB GmbH, info@ci-hub.com)