We at Fitch have noticed an interesting dynamic developing in the automotive industry. The roles of the in-house design department and the external design consultancy are becoming blurred.
In our experience of working with car brands, there is a very real opportunity for the multidisciplinary design group to work as a catalyst, unlocking the potential of the in-house team. By doing this, in-house designers can not only develop their own perceived value within the corporate culture, but they also add to the brand through going beyond their traditional design parameters into new areas of design, extending their value and relevance.
The process design consultancies use is geared to tackle a multitude of design issues and the in-house team would benefit from this breadth of experience.
The common element in my experience is that within these two groups there are designers who are passionate about what they do and understand the value they can bring to a wider range of design issues. They are often extremely brand- and consumer-literate and just want to produce good and relevant design.
Studio design director