13 November 2008

Risk and reward

Designers know that creativity not only underpins projects that win awards, but that it also contributes to commercial success. Clients, however, still need convincing. We ask six leading industry figures how
they would convince brand-owners to go beyond

In-house style

Risk-averse clients are becoming a rarity, and top-quality creative work is now just as likely to
emanate from in-house teams as from external consultancies, says Lynda Relph-Knight.
Just take a look at the evidence among the recent crop of award-winner

Pitch perfect

For young designers, having a great idea is just part of the creative process; refining it and marketing it are just as important. Stand out from the crowd with Glenn Tutssel’s top ten tips to selling the big concept

Soul cantilever chair, by Pearson Lloyd

Top of the form

From Fab Four philately to Cornish art galleries and cantilevered chairs, the past year has seen some cracking creativity receive its just reward. We select some of the best of this year’s winners for your delectation

Team spirit

Creative collaborations may not always be born out of a shared goal or vision, but even chance meetings that take place at the request of a client can give way to exciting partnerships, says John Stones

Fashion designer Hussain Chalayan’s spring 2008
Readings collection, which featured dresses with
Swarovski crystals and laser technology developed in
collaboration with Moritz Waldemeyer

Team Spirit – Moritz Waldemeyer

Few young designers can boast a more impressive list of collaborators than technical wizard Moritz Waldemeyer. He has worked with 3D designers Ron Arad, Zaha Hadid, Yves Béhar and Fredrikson Stallard, as well as with fashion designer Hussein Chalayan, and the fruits of the collaborations have been very high-profile. His collaborative triumphs include Arad’s Lolita […]

New Asset

Context is all

Digital technology may have opened up new possibilities for the writer of promotional copy, but there are still certain basic rules. Keep it simple, don’t waste the reader’s time and try to work within the constraints of whatever medium you find yourself

Prototype sign in London’s West End for the Legible
London initiative, designed by Applied Information Group

The new realism

Creativity and increased sales don’t always go hand-in-hand, but that could be changing. Lynda Relph-Knight is heartened to see more design groups competing for places in the cumulative effectiveness awards tables

Häberli, ‘wearing’ the lasts of the Campermeable shoe

Team Spirit – Camper Together

While some high-street brands have the occasional fling with an outside designer, Majorcan shoe brand Camper has made collaboration a central plank of its retail strategy. It has cleverly managed to maintain its own strong identity while functioning as a place where you can see cutting-edge design by external designers. Initial collaborations with Marti Guixé […]

VCCP scoops O2 Academy rebrand work

O2 is to hand the branding and interiors work resulting from its tie-up with Academy Music Group, announced last week, to its incumbent creative group VCCP without a pitch.Though the direction of the project is still in discussion, VCCP is expected to create a new brand identity for AMG’s 11 UK venues, which will each […]

De-construct [square]

De-construct designs site for Keith Tyson

De-construct is designing a website for Turner Prize-winning artist Keith Tyson. Due to launch at the start of next year, the site will feature ten of Tyson’s projects, and later collaborative content created with mathematicians, scientists, writers and musicians.De-construct was appointed by Tyson in March, without a pitch and on the recommendation of Dee Horton, […]

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