Nick Sampson, Strategy Director from our Business team explores the role of Brand Managers and HR. Article republished from Nick's NZ Marketing Magazine column.

Download the PDF from our website (427KB).

DNA took on more than what they went looking for when I came to their door. I am an Environmental Psychologist and a trained Cognitive Behavioural Therapist, a little more heavy weight than their projected need to further integrate consumer insights into their work.

My role with DNA is to consistently bring a humanistic perspective to business, ensuring all paths lead to a desired customer experience. I do this by revealing the nuances of how people make meaning of their world and how they go about their everyday lives. I draw on psychological theories and approaches to analyse and design highly focused research, ensuring insights are grounded in consumer truths and give robust direction to our strategic and design thinking.

Eighteen months on and consumer truths have worked to shape the approach, experiences and future focus across a breadth of brands. I have worked with DNA to evolve or create strategies and delivery solutions for companies such as Proform, a truck accessory exporter; Lewis's, a home furnishings retailer; the Firestone retail experience; the international brand story of Trilogy skincare and Telecom's online and retail/interactive experience. I love the diversity in my role here at DNA and I am currently working across a wide range of sectors with clients from Cavalier carpets to Mon Ami, an adventure café concept.

Kylie Phillips, DNA's 2008 intern, has been doing well on the back of her third and final year student projects from Massey University Design School.

It has just been announced she is a Double Gold Winner in the 2008 Graphis New Talent Annual, for her projects, "Futura's New Look"- a project representing her take on the typeface Futura and "Are You here" - a massive tome measuring nearly a metre high and an inch thick. Eight weeks ago she was in New York picking up Certificates of Typographic Excellence for recognition from the US Type Director's Club for her project "Cat in the Hat". "Are you here" is also up for finalist in this year's Best Design Awards.

Kylie graduated earlier in the year with a Bachelor of Design, First Class Honours degree and was concurrently awarded 'Massey Scholar'. Congratulations Kylie, the hard work looks like it was all worth it!

Sustainability is a big issue... and the bigger you are the more it counts. NZ Post has initiated a company wide approach to deal with sustainability which is part education, part innovation and part motivation.

DNA has recently been working hard with New Zealand Post developing the ‘My World' programme identity, delivery framework and collateral. The plan is simple, but it is also very bold, which has required an engaging and value based understanding and approach. We have developed an illustrative style which is both informal and flexible as much as it helps us deliver information in a way that is easy to understand. The project launch to date has included the development of poster templates, the likes of light sticker switches and a huge amount of content for the New Zealand Post intranet site. DNA are excited to be working on the next phase of this project which includes a 'My World' initiative that will reach all New Zealand Post employees and their families.

At DNA we have had to sort out our own approach to sustainability in house - and also the best way to inform ourselves on what matters most to New Zealanders (and the staff and customers of our clients). If you want to read more on our take on Sustainable design we have a brief outline available.

Download the PDF from our website (426KB).

We have a few upcoming case studies to share with you - but in the meantime we though you may be interested in the diversity of new clients and project types we have just been commissioned to work for.

Lead by a mix of all our teams from Brand and Strategy, Insight/research and Online and from both DNA Auckland and DNA Wellington we are starting or are underway with new work for:

• UNICEF - internet site
• XERO - Brand strategy
• MOH - portal design
• ACC - website redesign
• Cavalier Carpets - brand and online delivery
• HOLD e-commerce website
• Beacon - Brand and online delivery

All these projects and more are underway so watch this space as we'll keep you posted on learning's and results as they unfold.

We're keen to hear what your current business challenges are. Take our 2 question survey, and be in to win a nice for dinner for two in your town.