Brand expressionist calls for magazine name change

I’m prompted to write this letter after reading Colum’s Lowe’s Private View (DW 6 February).

Given the huge number of people with a legitimate right to use the word ‘design’ to describe what they create, but who have never heard of Design Week, I think he goes a long way to highlight the real, but unlabelled, ties that bind the motley crew of us designers who do read Design Week.

Aren’t we all professionals who have chosen to use our creative ability to help clients connect with customers on a more humanistic level? Aren’t we all, in our own specific ways, through different media, ‘influencing’ audiences. Haven’t we chosen to earn a living by doing this ‘communicating’ in ways that are useful to clients? In my experience, it’s certainly the core reason they hire us.

If this is what we do, isn’t it time to just get on with the programme: accept that we are all brand-expression professionals, period.

I’d suggest you change your name, but ‘brand-expression via non-classical ad-media channels weekly’ just doesn’t roll of the tongue. I could get used to Brand-Expression Week though.

Gus Desbarats

Alloy Total Product Design

Farnham, Surrey GU9 9JE