Provenance – a cautionary tale

Most briefs recognise the importance of provenance, often being used not just as a quality marker but also the opportunity to add a little personality. But how can brands avoid their personality getting lost amongst generic attributes?

This cautionary tale looks at what happens when two head-to-head competitors seek to use exactly the same provenance as a key element of their marketing.

What we cover

  • What does provenance look like?
  • Provenance getting lost amongst generic attributes in design.

It’s not our longest piece, but it’s perhaps one of the most instructive. At Hart and Jones, we combine expertise in semiotics, insight and design to help brands create stand-out growth.

Download our whitepaper to find out how.


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