Somewhere in our world of infobesity, where messaging is coming at us constantly – from ticker-tape snippets of news running under the actual news on TV to advertisement interrupting the “social” on social media – there is a space reserved for those who listen and watch to understand.
Linda Notelovitz, founder, and CEO of LifeDesign is a communicator who speaks to that space. “In a world of citizen journalists and online creatives, the sheer amount of messaging people have to deal with is overwhelming. What sets communicators apart today is not so much the speed with which they can get a message across, but the way they can tap into the kernel of a brand and bring out the humanness of it.
“This is what makes like-minded people relate to content, whether its film, printed or digital. It’s what creates memorable messaging that rises above the infobesity.”
Humanising brands is part of the LifeDesign psyche, says Notelovitz. “To ensure, in just a minute or so, that people hear what we call the ‘message behind the message’ is an art. Captivating an audience amid the burgeoning imagery and data available to consumers requires creating messaging that strikes a chord, rather than shouting over the noise.”
For over 25 years, Notelovitz has brought a deeper understanding of both audiences and agencies to the work she does. “Knowing the industry as well as I do and listening to understand audiences allows me to sense the space that captivates,” she says.
This knowledge has served Notelovitz and her team well, across a number of industries, countries, and brands. “Essentially, the brand messaging must touch something in human beings in order to compete with everything else they’re seeing and hearing daily. I believe that when communications make others feel heard, we’re doing our job.”
The insight that gives life to brands
Simon Joseph, former Commercial Marketing & Sales Director at Heinz, says: “Linda navigates a good balance between the task at hand and creativity. She has great ability to hear the client’s brief and connect emotionally with the work. LifeDesign understands brands and the brand voice, and the importance of giving brands a purpose. Her uncanny ability to take an insight and translate it into a creative expression brings brands to life.”
Having filmed in more than 20 countries around the globe, LifeDesign is able to create content, from commercials to branded content and travel films; including online and digital; anywhere. “I curate talent where necessary, in a way that ensures everyone working on a specific project has not only the client’s turnaround time and budget in mind but also their need for a production that is valuable and stimulates action.”
