A Special Visitor: Pearlfisher

Through my Strategic Design and Innovation Fellowship I have learned design techniques, composed diverse compositions, and produced a business proposal from start to finish; but in addition to all of this, I have also had the opportunity to network with fellowship alumni through in-class presentations! During these presentations big name companies in the business design industry give insight into their current role, past roles, company, and advice. One of my favorite presentations this semester was when a group from Pearfisher came to speak. During the presentation we got to hear from SDF alum Talia Evans and how she took her experience in Design Fellows and continued her passion into the workforce!

Pearlfisher is a creative brand and design agency with four locations in London, Copenhagen, New York City, and San Francisco. At the agency, different teams work together to offer the best design solutions for their clients. The presentation was especially helpful as the panel included a diverse group of employees. With one person representing each of the companies functional groups, customer relations, research, strategy, design, and animation we were truly able to see the progression of how Pearlfisher works together to create amazing work for their clients!

As mentioned in the presentation, Pearlfisher was the agency responsible for the McDonalds packaging revamp! We were able to hear from strategists on the project and how they were able to take a well known brand and add quality and customization through packaging design.

Promotique by Visaprint did a study with 2000 Americans to distinguish the most recognizable logos. With their research, they confirmed McDonalds is among the top 20 most recognizable logos placing second just behind Apple. In our class presentation with Pearlfisher, Evans discussed the challenge of composing a new design with an already established following. In order to get around this challenge they composed a design to add value to each of the products. Previously McDonalds was using the same packaging for the same sized shapes, burger wrapping, chicken nugget boxes, etc. This caused issues in the kitchen where employees thought they were placing a Big Mac in the customer bag when really it was a Quarter Pounder under the wrapping. Using design thinking, Pearlfisher adopted specific wrapping for each product to both give customers extra satisfaction and help employees with orders in the kitchen.

Pearlfisher has been awarded recognition on this project and many others as it continues to make its mark in the industry. This presentation, along with others throughout the semester, have given me a huge advantage as I continue my career search. Networking with people in different positions have given me a glimpse at the many different options I have as my passions and talents continue to grow.