Brief, and to the point – all that good design should be

Steve Seamark’s letter on D&AD winners (DW 25 October) refers to ‘creative “ideas” being put forward by consultancies that have never actually seen the light of day’, and subsequently to the long poster pictured in this year’s D&AD Annual.

Steve Seamark’s letter on D&AD winners (DW 25 October) refers to ‘creative “ideas” being put forward by consultancies that have never actually seen the light of day’, and subsequently to the long poster pictured in this year’s D&AD Annual.

Can I suggest that he checks his facts?

The poster was designed by The Partners to publicise a lecture and created to our brief. It was displayed within the University of Wolverhampton, was sent out to local schools and colleges, and was an integral part of its marketing and recruitment strategy.

Apart from the more obvious promotional aims, one of the key points of the brief was that it had to ‘get noticed’ within an environment saturated with other posters. The designers requested that the poster be hung to overlap on to the floor to gain maximum impact.

The lecture was well attended; the poster was in great demand, often ‘disappearing’ – proof of effectiveness, surely?

Dr Bryony Conway, Dean of the School of Art & Design

University of Wolverhampton, Wolverhampton WV1 1SB

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