“Design is thinking made visual” Saul Bass (1920 – 1966)
Lesley Anderson Head of Publicity
The annual London Design Festival has just been and gone and for those that don’t know (shame on you!), it’s a series of events held in all sorts of places, that celebrate and promote our great city as the design capital of the world – and a gateway to the international creative community.
Design takes many shapes and forms and as Jony Ives once quoted “We have always thought about design as being so much more than just the way something looks. It’s the whole thing: the way something works on so many different levels…” And so this got me thinking. Do we approach creative challenges for our clients, in the same way that a designer would?
It’s our mantra at Ogilvy PR to be curious about everything around us – take a different route to work, read a publication you would never normally pick up, or just do something out of the ordinary and see where it takes you. And where better to start fuelling this curiosity, than by shaking off the shackles of your PC for a moment, stop trying to come up with an idea staring at a meeting room wall, and start observing actual objects around you and pondering the possibilities they hold beyond their everyday use. Go on, try it. Look at your pen and imagine what else it could do apart from write? Wonder what use your chair could have apart from being something to park your arse on?
Never settle for ‘well it’s a product and this is what it does, so we need to tell people about it”. To give it mass appeal, we need to apply different layers to the product to allow us to engage with different audiences, and therein grow our storytelling footprint beyond the given.
So while the London Design Festival is over for another year, let’s continue to celebrate the great design around us and apply it to our work ongoing. Switch off your PC for 5 minutes and start thinking. There is a designer in all of us.