DESIGN IS BROKEN, LET'S TOGETHER FIX IT
An inspiring talk by The Coca-Cola Company's Rebecca McCowan at the PENTAWARDS meet last week in London. Rebecca explored how design has got out of control and is all too often seen as the quick & dirty packaging bit that is all too often not given any due care & attention it deserves - let's talk brand first people.
Rebecca and her dark crusader compadre from another mother Fe Amarante are both pushing forward how design is broken and that we as a community can only come together to fix it. The days of just dictating a brief and then subjectively ripping apart the first output of creativity shared have to end. Design is a two way empathetic journey with both sides of the fence coming together. Setting expectations for all at the outset and then keep realigning throughout the process is key to success. Design isn't linear and there will be lots of roadblocks thrown into the mix during the journey, but ride them together.
Lots of clients ask me what makes for a great partnership. The best design is a true empathetic collaboration and exploration of the possible. Trust your team and help them on their way at every juncture, holding a gun to their head metaphorically and screaming "prove it!?" won't deliver you the best work.
Just as in any relationship the best result is one where you come together talk, discuss, develop, refine and move forward as one. The 'them' and 'us' will only ever delivers average. Be the best partner you can and be the best agency you can, ultimately its about being humankind to the people in front of you. Sadly, this is not normal but abnormal these days. Let's just be kind and trust in each other.
#design #designisbroken #brand #marketing #brandonconsultants
Kreatör | Creative director | Art director | Cert. Futurist | Kommunikationsstrateg @ Creative For Hire
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