People began to move away from purely using creative ideas as an underlying argument and started shifting towards undertaking sophisticated, strategic work with creative concepts; delivering results that would support the client, not massage the designer’s ego. Doing things the right way: knowledge first, development second, all hand in hand with the client. For me as a brand designer, this has remained exciting and enriching after all these years. The perspectives, techniques and media may well be fresh, but the methodology remains the same.
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