Every event has its DNA; find it before you design.

technique — attributed to Colin Cowie

Cowie's discovery process for clients is structural. Every person, couple, car, hotel, or product has its own DNA. The team starts from that DNA and tells a story enhanced morning, noon, and night, across spring, summer, fall, and winter, in different colors, textures, and temperatures. No two events look the same because no two clients have the same DNA. The discipline matters because the alternative is a template event that could have been produced for anyone. Templates produce events that look like events. DNA-driven events produce experiences that feel inevitable for that specific client and unrepeatable for anyone else.

For luxury event producers, brand experience agencies, and creative directors discovering client briefs. The technique is most useful as a corrective when the agency has defaulted to template events that could be applied to multiple clients.

story-dna, client-discovery, personalization, unique-story