"The most important word you use is why?" That was what Sir John Hegarty told the crowd at an inspiring presentation that I was lucky enough to attend back in 2013.
In my role as creative director, I get to brief in the design team. It's important to ensure that everything that goes
through the studio is the best it can be. I have to mentor and up skill creatives and I always love to watch how designers respond
to briefs. Many designers sketch out ideas, others go straight to their computers. Without a doubt, Google is one of the most incredable inventions of our time, yet still, one of my pet hates are designers going straight to
Google without an idea. I've been known to not let designers on a
computer until I first see an idea.
I want designers to have that moment of discovery and to have the ability to ask why. Recently one of
my team was struggling with a project. I could see it in her face... The
fear... And on her computer... Google!!!
After a brief discussion
regarding a couple of the finer points of the project, I asked her to
look out of the window. I asked why are those power boxes across the
road painted grey? The bushes that surrounded them were green and I
couldn't help to notice the stark contrast. My team often have the
tendency to look at me like I'm crazy. I mentioned that everyday we
simply take all around us for granted. We look but we don't really see. I
told her to do this with the project. I needed her to ask why? Our roles as designers are to get to the core of the task and to find a simple
answer and to never offer the obvious. Asking why and seeing
differently is what makes us designers. Testimony to this was when I
returned back to her desk an hour later to find the most incredible,
intellectual and different work... Neither of us knew why those bloody
power boxes were painted grey though!