Volker Pook

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The family name Pook is written in Japanese in a katakana phonetic translation using the characters “pu” and “ku”. Katakana (Jap. 片仮名 or カタカナ) is a syllabary, a set of symbols that represent syllables. Besides hiragana, it is the second Japanese syllabary. Each katakana symbol stands as a syllabogram either for a vowel or a consonant with the following vowel. Since my wife is Japanese and my children are half Japanese I am trying to learn this language.

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Work

SAMWIN

Samwin

Relaunch of the brand Samwin, development of brand architecture and a sales movie.

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Gies

Gies

Branding for the 111th anniversary and event year, revision of the brand architecture, packaging and trade-fair appearance.

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Zoom

Zoom

Cross-media development of corporate identity with campaign for the launch of the trade collection Zoom.

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Egger

Egger

Relaunch of the brand EGGER.

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It is possible to pay closer attention to the things we experience. To see something does not mean that we have experienced it. Only when a number of senses are addressed, which make a brand something to be experienced, do we properly register the visually conveyed message. Because we want to recognise and understand the things we see, brand recognition comes before brand consideration.

In the flood of images that we are currently exposed to, all information that our brains consider unimportant is filtered out. Each day we come into contact with around 3,500 brand messages. Which ones do we remember the next day? To stage brands and products in a distinctive way is the goal of a brand experience. In order for this experience not to become an experiment, the communication should be carried out in a strategic way and effectively implemented.