- Wolves football club – loved the logo so built lots to go with it. Branding is becoming a combination of things. How do we get bigger and widespread word of mouth? Converting customers to fans. Experiences. Theatre production/music/smells/interior design. Design tunnels that footballers run through before entering the pitch – motivational tunnels. Stimulating and exciting projects.
- Ideas need to be connecting with people. It’s the discussions and idea that will be remembered as opposed to the mediums.
- The future of design is inherently connected to the attentive economy. Awareness, physicality of making stuff, how tools effect how we think.
- Museums/galleries, visual arts, trade publishing and fine press all might need to change.
- Multiple technologies and specialisms. Economical reasons – studios are smaller. 20 people used to work in a graphic design studio but now there are multitalented people. People appreciate hand-made things more because there is so much less of that nowadays. Look at advancement as a positive as you can be more unique. Keep up with advancements of what people are trying to replace you with.
- Things will change in publishing. Publishing houses are now merging for different sectors. Designers have to be multi-disciplined. Selective choice.
- Clients are expecting virtual reality or animation in work. Advancements mean that designers are expected to keep up with progression. Multi-skilled.
- Production sectors have had to evolve and be conscious about the environment. Marketing side, writing side, more collaborative. More up to speed with different practices.
- Design is visual culture. Lined seem to be blurred years ago – Saul Bass, no distinction between the fact he made movie sequences. Commercial artist – different skillsets depending on what the job is.
- Adapting to the market. Clients are providing the services of products to the market. Being precise and clear about what is needed to be created. Clients don’t always know what they want, they have the budget but don’t know how to spend it. Designers can help with the brief. Marketing is difficult and suppresses creativity.
Susanna and Maziar Raein
How can collaboration enhance practice? Working with someone who has knowledge about the economy for an economical project would be beneficial to both the designer and the client.
Evolution of technology. Deconstructing tools and technology that we use. You don’t need to have 30 years if experience of letterpress to create using letterpress. Beauty in ordinary things.
Maziar spoke about having ‘programme alzheimer’s’ which for me summarises precisely how we are evolving in the creative industry. Everyone is having to learn multiple programmes at once, trying to merge different specialisms. Illustration and typography meet animation or video for example. There are so many boundaries now which ultimately evolve into being one – it’s also seen as normal now for design to merge specialisms. How do I feel about that? I’m not sure I like that! I love having separate specialisms because they’re complex and wonderful in their own right. Then again, I could argue that photography has overlapped in illustration and typography and that’s something I love to combine. I suppose that is no different from animation combining with virtual reality for instance.