This document introduces Robin Tooms and Ashley Rundall of Savage, a company focused on purposeful design. They discuss how design is often seen as a factory rather than a strategic process, and how focusing on purpose over execution leads to more effective design. Savage's approach, called "Savage Thinking", is to reframe problems in a way that connects people to a shared purpose. Their goal is to inspire people through design rather than manipulate them.

1. SAVAGE
THINKING
TM
Becoming more valuable
through purposeful design

2. HELLO!

3. HELLO!
I’M ROBIN TOOMS
Principal, VP Strategy at Savage
• Designer MBA
• Brand Innovator
• Change Agent

4. HELLO!
I’M ASHLEY RUNDALL
Art Director at Savage
• B.A. in Advertising and Design
• An Eternal Student
• On Purpose Designer

5. THE THINKING &
MAKING CONTINUUM
THINKING
MAKING

6. HEAD
THINKING
HAND
MAKING

7. HEART
PURPOSE
HEAD
THINKING
HAND
MAKING

8. WHY WE NEED
TO DESIGN
DIFFERENTLY

9. WE ARE
NOT DESIGN
FACTORIES

10. No, it’s not as
easy as 1-2-3.

11. WE ARE
NOT SEEN
AS VALUABLE

12. When companies
cut costs, design
and marketing are
usually the first
to go.

13. IT’S EVEN
WORSE WHEN
WE DO THIS
TO OURSELVES

14. Design critique sites
often focus on critiquing
the execution rather than
the strategy.

15. New logo? Game on!
Graphic design
criticism is now a
spectator sport, and
anyone can play.

16. Rebrands fail
when people don’t
understand “why”

17. WE HAVE THE
ABILITY TO
HELP PEOPLE
CONNECT

18. THE BETTER
PATH – SAVAGE
THINKING

22. reframe the problem

23. reframe the problem

24. reframe the problem

25. reframe the problem

31. reframe as purpose

32. reframe as purpose

33. reframe as purpose

34. reframe as purpose

35. reframe as purpose

36. connection with purpose
reframe as purpose

38. HEAD

39. HEAD
HEART

40. OUR GOAL IS
TO INSPIRE
PEOPLE TO
TAKE ACTION

41. INSPIRE VS.
MANIPULATE
If you want to build a ship, don't drum up
people to collect wood and don't assign them
tasks and work, but rather teach them to
long for the endless immensity of the sea.
Antoine de Saint Exupéry

42. “Count on Carter’s”
Tagline and Campaign

43. Nike’s “Find Your
Greatness” Campaign

44. TOM’s “One For
One” Purpose

45. BASF “We Create
Chemistry” Purpose

46. SAVAGE
THINKING
FOR
DESIGNERS

47. CHALLENGE THE
TRADITIONAL
ROLE OF THE
GRAPHIC
DESIGNER

48. DESIGN HAS
THE POWER TO
ALIGN PEOPLE
TO PURPOSE

49. CREATE WITH
PURPOSE AND
YOU WILL BE
MORE EFFECTIVE
AND VALUABLE

50. QUESTIONS?
ROBIN TOOMS
rtooms@savagebrands.com
ASHLEY RUNDALL
arundall@savagebrands.com