Life changes once you’ve flushed
A petrol stand is relevant if you are just about to run out of petrol. But of no account if your tank is full.
A toilet is relevant if you have had six cups of tea and left the tea house three hours ago. But insignificant once you have flushed.
Interestingly, the question of what is relevant for us at a given time doesn’t have to be out of our control. Relevance can also be designed. It is our key concept, and we call it relevance design.
The recipients of a communication must instantly perceive the purpose of spending time on it. Otherwise, they will not. Therefore a context has to be established quickly. A frame for the communication that is as close to the recipient’s life as possible.
This is why we not only base our work on what you want to communicate, but also on what the recipient wish to receive.
All people are people
Much communication is dogmatic. For instance, it is a common misconception, that “serious” content should be communicated in a “serious” manner to be perceived as credible.
An engineer does not want to read convoluted, structurally complex texts simply because he is an engineer. On the contrary. All recipients, regardless of their role in society, are first and foremost people. And there are universal rules for how to talk to people.
We know these rules.
We also often see communication products that are “closed”. Without the reader friendly entrances that are so important to be able to invite the recipient inside. They become houses without doors or windows.
For us, there is no divide between communicating aesthetically on the one hand and being inviting and inspiring on the other. It is when the two meet, that really good communication emerges.
Integrate it, really …
These days everyone is saying it: We work strategically. We are integrated. But more often than not, when work is passed on from one specialist to another, good ideas become diluted.
At Manifesta we work, well, strategically as an integrated agency. But we like to think that we know exactly what we are talking about.
Manifesta is about the not so common merger of social science and psychology with communication design. Manifesta is about what actually works!
We truly strive to completely obliterate the divide between strategic and analytic thinking – and getting into the nitty-gritty of building great communication products. Interdisciplinary thinking is what we have for breakfast and what we brush our teeth with at night.
This is how we truly move things forward and achieve strategic goals through communication.
What is the intended effect of the communication,
and what is the purpose of achieving this effect?
Who are my stakeholders, and what characteristics do they have?
How do I create relevance for my recipients?