AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact
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Transcript of AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact
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Becoming more valuable through purposeful design
SAVAGE THINKINGTM
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HELLO!
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I’M ROBIN TOOMSPrincipal, VP Strategy at Savage
• Designer MBA• Brand Innovator• Change Agent
HELLO!
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I’M ASHLEY RUNDALLArt Director at Savage
• B.A. in Advertising and Design• An Eternal Student• On Purpose Designer
HELLO!
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THINKING MAKING
THE THINKING & MAKING CONTINUUM
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HEAD HANDTHINKING MAKING
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HEAD HANDTHINKING MAKING
HEARTPURPOSE
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WHY WE NEED TO DESIGN DIFFERENTLY
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WE ARE NOT DESIGN FACTORIES
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No, it’s not as easy as 1-2-3.
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WE ARE NOT SEENAS VALUABLE
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When companies cut costs, design and marketing are usually the first to go.
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IT’S EVEN WORSE WHEN WE DO THIS TO OURSELVES
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Design critique sites often focus on critiquing the execution rather than the strategy.
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New logo? Game on! Graphic design criticism is now a spectator sport, and anyone can play.
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Rebrands fail when people don’t understand “why”
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WE HAVE THE ABILITY TO HELP PEOPLE CONNECT
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THE BETTER PATH – SAVAGE THINKING
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reframe the problem
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reframe the problem
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reframe the problem
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reframe the problem
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reframe as purpose
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reframe as purpose
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reframe as purpose
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reframe as purpose
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reframe as purpose
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reframe as purpose
connection with purpose
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HEAD
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HEAD HEART
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OUR GOAL IS TO INSPIRE PEOPLE TO TAKE ACTION
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INSPIRE VS. MANIPULATEIf you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea. Antoine de Saint Exupéry
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“Count on Carter’s” Tagline and Campaign
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BASF “We Create Chemistry” Purpose
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SAVAGE THINKING FOR DESIGNERS
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CHALLENGE THE TRADITIONAL ROLE OF THE GRAPHIC DESIGNER
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DESIGN HAS THE POWER TOALIGN PEOPLE TO PURPOSE
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CREATE WITH PURPOSE AND YOU WILL BE MORE EFFECTIVE AND VALUABLE