Oh, yeah! Papyrus on a busy background brings all the designers to the yard!

Designers, here’s a scenario:

Coca-Cola is launching a new energy-regulating beverage in early 2010 called “Sublime.”

The team in charge of creating a graphic identity for the new brand is hip, open-minded, and–to be quite honest–desperate to create a winning logo.

They decide to try crowdsourcing.

What do they fear?

• A pool of inferior entries.
• Wasted time, effort, and money.
• Backlash from a design community put on edge by the crowdsourcing efforts of other organizations.

What do they hope for?

• A top-notch pool of thoughtful and creative entries.
• Superior return on time, effort, and money invested.
• An enthusiastic response from a design community that willingly participates in the project.

Execution:

The Sublime team decides to blend what they know of co-creation from inter-agency efforts with a crowdsourcing element to lure in a few outliers.

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