Designers should innovate and communicate ideas

I handed a copy of Jim Davies’ feature (DW 11 April) to one of the brand voice specialists I’m working with. ‘It makes some interesting points about verbal identity,’ I said, ‘but there’s all the usual stuff about designers being illiterate’. He trundled off, giggling.

Passion for good content is infectious. If there’s a perception problem within the industry, let’s break out of it. If clients aren’t seeing beyond the cosmetic, let’s convince them. If design education needs to be more aware of tone of voice, let’s look at how to fix that.

After all, if creative people can’t innovate, who can?

Lydia Thornley

London EC2

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