podesta_email_20084.txt

podesta-emails 2,440 words email

P17 P22 V11 P19 V16

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Let's schedule. On Feb 15, 2015 4:55 PM, "Jennifer Palmieri" <[email protected]> wrote: > Fun. Afraid we are in Rhode Island and get back late tomorrow. Be free > other weekends, tho! > > Sent from my iPad > > On Feb 15, 2015, at 10:29 AM, John Podesta <[email protected]> wrote: > > You and Jim want to come to town for dinner tonight? Trying out a new > pasta machine. > On Feb 15, 2015 9:13 AM, "Jennifer Palmieri" < > [email protected]> wrote: > >> This diatribe make me like her. >> >> Sent from my iPad >> >> Begin forwarded message: >> >> *From:* Wendy Clark <[email protected]> >> *Date:* February 14, 2015 at 11:53:52 PM EST >> *To:* [email protected] >> *Subject:* *Fwd: Visual Identity / Design Rationale* >> >> Jen, >> >> I apologize for inadvertently missing you from the distribution below. >> >> Not that your valentines night was missing a branding diatribe. Ha. >> >> Speak tomorrow. Wendy >> >> >> >> Begin forwarded message: >> >> *Subject: **Visual Identity / Design Rationale* >> *From: *Wendy Clark <[email protected]> >> *Date: *February 14, 2015 at 9:10:21 PM EST >> *Cc: *Robby Mook <[email protected]>, Teddy Goff < >> [email protected]>, John Anzalone <[email protected]>, Jeff Liszt < >> [email protected]>, Jim Margolis <[email protected]>, Mandy >> Grunwald <[email protected]>, [email protected], David Binder < >> [email protected]> >> *To: *Joel Benenson <[email protected]> >> >> Joel, >> >> Thanks for taking time to outline your thoughts. >> I have read them carefully and want to answer your questions and try to >> address some of your concerns. >> The makes for a long email, but I believe we’re at that point. >> I’ve also added the rest of the team in here as our exchange may be >> helpful for everyone. >> >> As we outlined on Friday’s team call, Teddy and I met with Pentagram on >> Friday right before the 9am call and confirmed 3 streams of work that they >> have been looking at for the last 24-36 hours. >> >> They are: >> >> 1. Hillary. — we need to determine if there is a similar technique that >> addresses the inevitability that comes with the period. What everyone >> lights to is the design asset that the period provides and can be applied >> to other words with and without Hillary. However what does not work is the >> implied emphasis of a period itself. There is no debate on what the core >> mark would be on this route if there’s another option for the period. >> >> 2. H Window — while there’s lots of positive reaction for this direction >> there’s also more to do in terms of getting the team and the Secretary >> comfortable to go on this. In her feedback on our call her language of >> “embracing people, embracing our problems and embracing our future” was >> really helpful along with “reaching outwards to inspire upwards." How do >> we imbue this approach with an even stronger sense of her passion and >> motivation behind doing the job? She leans away from Hillary type or >> Hillary signature, she’s unwilling for this to be so focused on her. While >> we will maintain this as something to consider, per Mandy and Jim’s input >> on the Friday call, we are seeking other solutions. So the core mark has to >> work harder to her mission and/or attributes. The other thing we need to >> add to this is the contextual relevance of a tagline and/or words as was >> displayed on the Hillary. approach. That combination of words and design >> consistency really compels everyone. How would we introduce words and/or a >> tagline within the design route of the H Window? >> >> 3. Something else — the ideas that have been surfaced on H+You, &, + >> sign, Together, Us, the President’s # idea and the Secretary’s language >> outlined above need to be explored outside the constraints of the two >> existing directions. I think the watch out here is to not get too clever or >> too cutesy with symbols. >> >> You will see options within all three routes on our call tomorrow. >> >> On the design brief, we’ve been working against the version we all >> emailed and socialized 3 weeks ago and a distillation of the core idea and >> qualities/attributes was finalized on a call you, Mandy and I had. >> I recognize there’s new insight since then, if there are core attributes >> that the design should represent beyond the current brief that would be >> important to agree on. In the meeting last week the Secretary seemed to >> associate with what we had identified: fresh yet familiar, tenacity, >> resilience, empathy, creativity, action-oriented, future focused. >> >> As to the Obama parallel, we’ve discussed in the presentations that >> Obama’s campaign execution truly represented a turning point for political >> branding in presidential campaigns — they in fact used what many would say >> were widely accepted brand techniques that companies outside politics >> historically use — contemporary colors and iconography, dynamic composition >> in the mark, the mark to represent truths of the brand, etc. We all >> observed in the political campaigns before Obama it was largely typesetting >> with use of flag imagery, stars and photograph identity as the core design >> assets used. >> >> And this use of branding has a lot to do with why I believe I’m here. >> And why Pentagram and Michael Beirut are here. >> >> As you point out on Michael’s quote below, the Obama visual identity >> changed how the design and branding community considered political brands. >> >> This benchmark sets the stage for a much more branded execution for >> Secretary Clinton, and quite frankly a fairly high expectation of a branded >> execution. >> But at its core, great branding must always reflect the unassailable >> truths of the brand. >> And the best, most compelling brands in the world are singular and >> relentless in their quest to do just this. >> >> We have a gift in the Hillary Rodham Clinton brand because of massive >> recognition/awareness. Obama did not start with this. >> At the same time we must create a new, fresh view of that familiar brand >> in a truly authentic and compelling way. >> >> To be clear, a logo can communicate and aid attribution of qualities, but >> it is not a proxy for the messaging of the campaign until they are >> relentlessly connected and delivered, repeatedly and consistently. >> That’s when brands take on meaning. >> >> As Michael has used previously, no one would look at a red Target logo >> and think: design for all — fashionable yet affordable choices for my home >> and family — expect more, pay less. But their relentless, contemporary, >> fashion-forward products and aligned messaging has imbued that logo with >> meaning just that. >> >> Similarly, Apple, the world’s most valuable brand, launched with their >> rainbow apple mark in 1976. It simply stood for creativity, thinking >> differently. Their repeated, consistent use of the mark along with some of >> the world’s most creative advertising has imbued that bitten apple logo >> with meaning but no one would look at that mark standalone and say it means >> Apple is the leader in human-centered designed, electronic devices with a >> vision for the future. >> >> And non-corporate examples are similarly rich in learnings. The Human >> Rights Campaign simply uses the equality sign. It’s compelling, simple and >> speaks to their core — being a relentless champion of equal rights for >> humanity. There are plenty of other attributes that are associated with >> HRC, but equality is their unassailable brand truth. >> >> So, here’s the point. We want to create a visual representation for >> Secretary Clinton that is equally as compelling, interesting, exciting and >> inviting as Obama’s mark was eight years ago. And to use techniques that >> some of the best brands have done and continue to do around the world. And >> again, the mark is simply one aspect of a bevy of connection points >> (messaging, speeches, PR, advertising, web, etc.) >> >> And this leads me to explain, if I’ve failed to so far, why the H window >> approach is so compelling to us. >> >> This approach will represent in 2015 what the Obama approach represented >> in 2007. >> It literally resets the benchmark for political branding, if not all >> branding. >> It is of and for the times leveraging the massive and important shift to >> customization, personalization and co-creation. >> And, more importantly, while meeting this marketplace shift the mark is, >> at the same time, anchored on the unassailable truth of Secretary Clinton’s >> life and career — being in service of others. It’s not about her, it’s >> about you. It also meets our brief of fresh yet familiar, it shows >> creativity and empathy. >> >> Now, we have work to do. >> While this direction is immediately compelling and will fuel advocacy >> from her fans and drive conversation and content around and for the >> campaign, we have yet to effectively land its core manifestation. >> And while we’re likely to use it in numerous variations and iterations as >> it is so flexible to do, we have to have an anchoring point. >> And in honesty we’ve struggled to land that core mark to everyone’s >> confidence and liking. >> >> We’ll share some more iterations tomorrow. >> One in particular introduces another attribute — future-focus — and a >> design asset like the period from option 1 that is interesting. >> >> But for this conversation, I don’t want our relentless efforts to make >> the core mark work construed as being obstinate. >> It’s simply that we believe this approach would be level-setting for the >> candidate and campaign and are determined to land the core mark so we can >> reap the benefits of this approach. >> >> Some final assurance, you will also see completely new exploration to get >> a sense of other approaches tomorrow and Michael/Pentagram has added two >> other senior partners into their effort to engage in the work, the >> limitation until now was set by us for confidentiality purposes. >> >> If you’ve read this far, I appreciate the chance to frame the >> opportunity, underscore our continued confidence and provide any clarity. >> >> A revised deck will be coming shortly. >> >> Thanks. Wendy >> >> >> >> On Feb 14, 2015, at 12:33 PM, Joel Benenson <[email protected]> wrote: >> >> All, >> I have a nagging concern that was reinforced at the meeting on Wednesday >> and while it’s not keeping me up at night I just want to share it with the >> three of you to address however you see fit. >> >> From the time the broader group was brought into the meeting at Pentagram >> there has been a concern about the static nature of the mark, the lack of >> action or anything suggesting forward movement etc. Each time we were told >> there would some exploration in a new direction. We have had several calls >> along the way and the meeting this week where we thought we would see >> something in a new direction and we really haven’t. To me, a new direction >> means a new concept something different from the idea of the “window,” >> which is one concept but we really haven’t been shown anything else. >> >> I don’t think it’s fair to compare things repeatedly to the Obama mark >> but I think the process – or at least what’s been written and said about >> its development, might be worth looking at again. The “O” because linked >> to an identify that was not only positive and suggestive, it was also >> reflective who Obama was and what he represented. There was a rising sun, >> a path or road both of which suggest movement. Apart from the design >> issues have raised, conceptually a window is two dimensional object and the >> core quality Pentagram is affixing to it (transparent, open) only get us to >> the use cases as Teddy says and not to the core qualities about H that we >> are trying drive and communicate. >> >> I would also like to press Michael to match what he said himself about >> Obama’s mark/brand. >> >> Designer Michael Bierut <http://en.wikipedia.org/wiki/Michael_Bierut> called >> Obama's branding "just as good or better" as the best commercial brand >> designs. "Every time you look, all those signs are perfect," Beirut said. >> "Graphic designers like me don't understand how it's happening. It's >> unprecedented and inconceivable to us. The people in the know are >> flabbergasted." >> >> At this point, I tihnk it would be wise to do one or both of the >> following: >> >> · Review the brief to assess whether we are or not asking them >> to execute against the right things (we now have research getting us closer >> to our core rationale, attributes etc.) >> · Ask Pentagram to develop something, perhaps with a different >> team, that is truly different from the territory we have already seen and >> possibly get 1 or 2 small firms to take a crack at this so we generate >> some healthy competition. >> >> This is not a knock on Michael or Pentagram, who are terrific in the >> world of corporate branding. But I think we’re looking for something in >> the mark can present the discipline of a corporate brand while creating the >> truly dynamic potential we want in a political mark. >> >> Thanks, >> >> Joel >> >> >> >>