Branding & design

Chong Huang, Tay (30 of 30) Oral History of Wolff Olins.

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  • Recording date

    2002-01-25; 2002-03-12; 2002-04-12; 2002-09-12; 2002-09-16; 2002-10-01

  • Is part of (Collection)

    Oral History of Wolff Olins

  • Recording locations

    Wolff Olins offices, London

  • Interviewees

    Chong Huang, Tay, 1952- (speaker, male)

  • Interviewers

    Roberts, Melanie (speaker, female)

  • Abstract

    Part 30: Tape 15 (F12207) Side B: TCH continues talking about Cadillac project and their presenting a prototype sports coupe 'Evoke'- Explains scale of Cadillac's vision to include showrooms; new style communications etc- WO to find new DNA for product but very little put into action- Speculates on why not- Describes the content of the brand book that WO developed including its analysis of the meaning of luxury today and referring to examples of classic design in America to arrive at some sort of essence- Aimed to provide a visual vocabulary to set the style- Ending interview reflecting on having worked in design, consultancy, account management and being in management twice- Desire to compartmentalise people in WO making it difficult to re-enter past territories- Having to discover one's own place within the company- Not clear about what might be next- Talking about Omnicom effect on TCH and generally particularly in terms of loss of a sense of independence- Relevance of Wally actually leaving at the time Omnicom came on board- Not being attracted to working on own in this business- Feels rewards not as great as people think in terms of value created; relates to advertising and management consultancy- Talks briefly about personal finances-

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