In a recent interview over at Salon.com, Debbie discussed what drives innovation with Senior Curator for the Museum of Modern Art, Paola Antonelli.
And learn all about Sterling’s own Innovation team by clicking here
Last night, Debbie was joined together on stage with design and creative influencers from Instagram, Apple and The New York Times at the In-The-House 4 event. The evening discussion gave an inside look on how the digital format has changed the course of design in the scope of culture, connectivity and content, from an in-house design team perspective. These lead creatives also gave valuable insight on the culture ‘in-house’ and getting your foot in the door at your favorite brand-homes.
Derek Scott of Instagram led off with a passionate talk on how pivotal the brand mission is in creating meaningful and follow-able content on a visually-driven platform. He presented an impressive list of membership and viewer stats that should make everyone stand at attention.
Instagram challenges brands to show us how they see the world, and as Derek said, it’s not always easy for brands to take this view of themselves. A few of the success stories he cited were Nike, Patagonia and Michael Kors.
Fashion brands like Michael Kors jumped on the Instagram platform early, honing years of visual and artistic industry expertise.
Second up was Renda Morton.
Somewhat new to The New York Times, Renda gave up her studio overseas to become the product design lead there, and she strongly encourages you all to Subscribe. Additionally, Renda revealed some of the process behind the NYTimes website redesign in 2011, and then subsequent redesign after that one. The site is now device responsive, in that it adjusts to every format from laptop to tablet. Â And just this week, in response to research about news content, the brand has rolled out a new app called NYTNow (read more about it here) that pushes early edition and late edition news briefs to extremely busy readers and also offers non-traditional news and entertainment stories written by a dedicated content staff.
One of the most interesting secrets revealed is that the NYTimes design team recently went through 116 design templates just for the top page of the web version of the paper. Clearly, more thought than ever is being put into presentation that pleases the new digital generation.
116 templates the New York Times’ digital product team explored for the top page, alone.
A peek at the new NYTNow app, which will be evolving with feedback from users.
And lastly, Joe Marianek spoke about his valuable experience becoming a ‘company man’ at Apple, and the enthusiasm every individual has for the brand inside the complex at Cupertino. Having worked agency side, in-house and now for himself at his newly established design firm in NYC, Joe gave students aspiring to take the leap into in-house some valuable interview advice.
Joe encouraged designers not to just walk into an interview with a portfolio filled with perfect works, but to also remember to include a design challenge, or even disaster, that struck in their former job or educational experience that they were able to solve. Design is all about problem solving.
Joe encouraged in-house designers not to get swept up in the occasional monotony of designing iterations of the same thing; rather to focus on the creativity and individual talents of the people you work with, and constantly find small innovations for more beautiful design solutions.
We’re excited to share this great interview of Austin McGhie, our head of Strategy, on Intrepid Radio!
“You cannot brand anything unless you’re a Rancher. You position something and you become a brand…”
Tune in for the full broadcast: HERE
Austin McGhie talks with GraphicDesign.com and expounds on the points of his new book: Brand is a Four Letter Word.
Q. What are the biggest mistakes designers make when undertaking a branding project?
A. First, as I say in the book, unless youâ€™re a rancher, thereâ€™s no such thing as branding. You canâ€™t just brand something. The idea should never be used as a verb. Brand is the prize. The outcome. Itâ€™s a noun. The actual workâ€”the verb, if you willâ€”isÂ positioning.
The biggest mistake designers make is starting any design project without fully understanding that position. Great brands, like great people, have a strong,Â clear point of view. A world view that is theirs and theirs alone. Understand that POV. Feel it. Explore it.
Then, and only then, go to work.
Time to get revved for next week!
As part of the lead-up to the HOW Design Live conference, held this June in Boston, Imprint will be offering sneak peeks of some of the talks as well as combing through their archivesÂ for perspectives on the speakers.
On the Friday afternoon of the conference,Â Print contributing editor Debbie Millman will be interviewing the veteran brand strategist Wally Olins, who cofounded Wolff Olins in 1965. It promises to be a lively dialogue between two industry leaders with strong opinions on branding and design. Millman, president of design at Sterling Brands, interviewed Olins, now chairman of Saffron Brand Consultants, for her book Brand Thinking and Other Noble Pursuits, released last year.