Big Picture. That’s the approach I like to take to design. Tackling one job at a time is sometimes necessary, however I always like to question; why are we doing this, how does it fit into the bigger picture. Not only should we ask how things can benefit the client or company, but also what is its effect on the industry, sector or world. I am not arrogant enough to call myself a visionary, however I always like to take a visionary approach. Can what I am promoting, be done in a way that makes people stop, look and listen. Once they do, does it change or effect the way they think about certain things. Working with like-minded people at Emberson, we very much take a ‘campaign approach’ to all that we do. I love this. This is where I feel I am at my best, when taking a big step back and looking at the given brand in its entirety. Putting my arms around a brand, messaging and approach allows us to instil continuous elements of design and tone, allowing the visitor to know they are dealing with a brand through familiarisation, rather than to be told.
I have got to this approach probably through the variation of working environments I have experienced. I have worked in-house, in agencies and for myself, freelancing. Clients and employers have been big and small, cash rich and cash poor, and with each circumstance has come different hurdles, peers and positions. All experiences though round you to become who you are.