The decision to name Hilary Cottam as Designer of the Year has raised the question about what constitutes a designer.

Simon Waterfall

Simon Waterfall, Creative director, Poke

Today’s designer designs at greater scale, with pressure to understand business and control outcomes. Designers work in teams with other specialists, like Cottam, who contribute to the project’s success. Gone are the days of the prima donna, if they ever existed. The problem lies with competitions that reward individuals, and fashionable pictures, rather than teams and results.

Janice Kirkpatrick, Director, Graven Images

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