THE WEEK IN DESIGN 19

Where we put the effort

A couple of weeks leave refreshes the mind and makes us look again at where our priorities lie.

A snapshot of recent work shows a range of quality from the very good to the very poor, but the vast majority would fall into 

the category of 'ok'.  Broadly, this is work we would have been very pleased with 5 months ago when we started the new ethos 

and it is testament to how far we have come to say this is no longer good enough – we are victims of our own success, the bar has 

been raised and more is expected.

The crucial thing here is attention to detail; are all aspects of the product as successful as each other

• Communication
• Idea
• Design
• Brand

Where one is weaker, it can relegate the product to the 'ok' pile and all aspects should be considered before work begins.

Often, we're talking about the tiniest of tweaks

The idea is still strong. Better brand and therefore ownership, better communication with the specified location, improved text layout and emphasis.  

Clearer communication of the subject, retains the beauty of the design.

By ensuring we pay attention to the details and planning well from the start, we make sure none of the principles 

weakens the product.

The best work of the last two weeks has centred around our brand environments; those arena we generate to indicate subject and to hold information.

For the hospital graphic, the environment is one previously utilsed, but the treatment is new.  It has the clinical aspect nailed and

Gives us the ability to keep information in free space, where it doesn't pretend to 'be' anything other than information. 

This means neither it, nor the viewer have to work to hard to impart the facts.

It's always good to be surprised by the success of a piece of design.  The exercise graphic is a prime example.  A simple premise of an old school workout sheet, with the text information embedded, proved an elegant, stylish,

deceptively simple solution to a problem which could easily have been over complicated.

Crucially, what elevates both these pieces is that they are true to the guiding principles; strength in communication, an idea which sells the story, well designed and on brand

This is our new benchmark.

Thanks

C.