Package Design - June/July 2014 - 19

radar." That to me is how we help generate a high level of

we can have bottles made and product formed while the

engagement for our clients and the consumer.

industrial design team is looking at product delivery and

GC: Creative organizations like ours have to be strategic

the brand strategy team is looking at market strategies

business partners today. To understand a customer's

based on perceived opportunities. This allows initiatives

business, we immerse in their vision, strategy and even visit

to have real legs and brings all of the stakeholders

their plants to better understand their manufacturing and

together in a deﬁnitive way.

distribution process; it's part of our own due diligence. The

FR: These green shoots of change for the industry as a

innovative opportunities happen when the brand, the

whole are great, but we have to keep watering them. Not

product, the packaging and the communication come

just Kaleidoscope but all smaller and medium sized, and

together in a way that is unique to the market.

agile agency partners. We are not interested in the petty

BH: The holistic, agile approach is key. We're thinking

opinions that tend to inﬁltrate and divide our industry. We

about the market, the retail space and consumer

are interested in driving a conversation and creative

marketing. What is the platform? What could it be? Our

results for our clients business, and the industry that fosters

job is to ask the right questions and determine how to

meaningful brand experiences for the consumer. The

prove it all out. Innovation is a buzzword, but realization is

design industry can no longer afford to navel gaze and

the term we use to describe the part of our business where

discuss design it has to be about business results, brand

our clients' ideas and our own are realized and come to

building and great brand crafting. At the end of the day,

life. It's where the rubber meets the road.

it's our vision -- our experience, personality, chemistry and
culture -- that helps us foster an environment of ideation

PD: What is the difference between process and

and realization and build a relationship with our clients.

methodology in the big picture, and why is that

Living up to its name - evoking
the artistry and precision of
colorful pieces that come
together with a personal twist of
the lens -- Kaleidoscope offers a
mix of team members with
varying experience, including
brand strategists, industrial and
graphic designers,
implementation and mock-up
artists and other specialists. They
all work together to solve brand
strategy, design and realization
challenges - simple or complex,
local or global.
Kaleidoscope's six disciplines
include:
l Insights and Innovation
l Brand Strategy
l Industrial Design and

Engineering

important?

l Brand and Package Design

GC: Everyone wants to talk about their process, but

l Implementation

process implies a series of steps in a speciﬁc order. Every

l Prototyping and Mock-up

engagement is different, so instead we follow a
methodology - we understand the challenge and pull

Kaleidoscope was recently

from a collective set of tools and approaches while

named one of Chicago's Best and

always keeping the end user in our sights. For example,

Brightest Companies to Work
For® by the National Association
For more information on Kaleidoscope, visit
www.thinkkaleidoscope.com.

for Business Resources.

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19
Package Design - June/July 2014

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