This year, alongside my consulting work, I am teaching at The Cass, London Metropolitan University. My mission is to help visual designers underpin what they do with just the right amount of insight and strategy – not too much, not too little! This has prompted me to define a ten point philosophy for creative branding practitioners; a wish list of ingredients that will help make the outputs successful. Here’s how it goes:
1 Know the problem you’re trying to solve.
2 Design is for people. Understand people.
3 Ask questions. Notice details.
4 Make lots. Edit lots.
5 Discovery can be found in the accidental.
6 Work with people who are different to you.
7 Conversations lead to better ideas.
8 Words are pictures. Pictures are messages.
9 Simple isn’t easy.
10 Make it meaningful. Make it beautiful.