When I started out with the idea of core, it all seemed very simple and obvious. The idea was to strip off unnecessary weight, to simplify and reduce a communications venture to its essence, its core. At the same time I saw an opportunity in this philosophy: Let companies, brands, products communicate with their very core. In my experience, a certain kind of pragmatism and a focussed output is what most clients want. Focussed output has a lot to do with economical reasons, but it is also obvious that a clearer message, a streamlined branding idea is what customers understand more easily.
The idea of core is basically threefold: economically streamlined communications, focussed on a simple, easy to understand message, and a kind of no-fuss attitude towards customers. Because customers are users these days, they participate in brands, or they neglect them. It may not always be that simple, but it definitely is a general trend in communications. A more mature and less addictive audience is driving the markets.
A popular (but still good) example is the iPod phenomenon, combined with podcasts and soon also video content. One could argue that Apple spent a lot of money for advertising and marketing. I don’t have access to the numbers, but it may be true that worldwide spendings haven’t been low. However, a colored background with a dancing silhouette is not what makes the iPod superior in the eyes of the average consumer. What counts is, one, is it simple to use, two, can I handle it with my PC or Mac, and three, is it cool because all my friends envy me? Yes, the huge success of the iPod can be reduced to this three question formula.
Do the math. You can apply this formula to other things. Like every simple formula, it isn’t that simple anymore once you start looking at the details. But that doesn’t change the simplistic principle. If a product performs well in a market, it is not because a company wants it to work, it’s because the people want your product.
With core, I am just restarting a process. I am still far away from mass popularity, not to mention being known within the communications field. Perhaps I’m idealistic too, thinking that my clients really care for a “better philosophy” behind my venture. Never the less, I had success with it already and it seems that utilitizing my big picture of the communication market is paying off finally. I get contract jobs combining both, advertising work and web projects.
To give you something to remember core, I made the background pictures you see on this site available for download. There will be more in future, but this set of pictures should get you started. I have been told they look gorgeous and fresh. After seeing these pictures during six weeks of corebasis.com development, I haven’t gotten tired looking at them. I also use them as my own desktop background, wallpaper in Windows lingo. I hope you enjoy them as much as I do.
The clue: No logo, no forced branding, just the bare fruits, veggies or whatever has a real core. Because the message is in the picture.
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