Calvert Creative

I attended a lecture not too ago entitled “Getting a Seat at the Table - Design Strategy in the Corporate World.” The title alone provoked my attendance; I am a designer, but I don’t work in a traditional design firm or agency. My office is part of a business development company, and researchers, scientists, developers and strategists surround me. My projects often include collaborating with these different people and offering my perspective as a designer, and so I am always interested in learning how other designers in similar situations view their role within the corporate world.

The presenter at this lecture, a designer in the field for more than 30 years, spoke about the frustrations that our profession often endures when working with those that don’t see the value in design. He had worked on many projects for big corporations, some very successful and others disastrous. One particular client of his had become frustrated with the amount of time a particular project was taking, and didn’t understand the effort and skill required in the design process. One day he overheard this certain individual mutter, “Give me a cup of coffee and a ruler, and I could be a designer too.”

Now for most of us designers, this would be the tipping point. This quote would send us over the edge, because a) we understand that there is so much more to the process than getting a caffeine buzz and drawing a straight line, and b) how dare anyone think that becoming a designer is that easy! Haven’t we all toiled for countless nights in our respective studios, slaving over that last second project so we can get our degree and become successful in the real world!?!

Stop.

Breathe.

Count to ten.

Yes, there are some out there that simply don’t see the value in design. There are those that believe that becoming a designer means owning the latest version of Photoshop. But, just as this presenter set out to explain, maybe it’s time that EVERYONE started seeing himself or herself as a designer. For one, the trend of DIY (Do It Yourself) Design has been going on for several years. This movement embraces public access to powerful design and media production tools and software; from page layout programs to video editing software, anyone can start creating what once only “professional” designers could attempt. The idea that design is an accessible form of communication that can help inform and invigorate our society should be an exciting philosophy! To some however, placing the craft of design in the hand of amateurs will devalue, and eventually eliminate, “good” design. Professional designers will no longer hold authority with their clients. Design may lose its status as a valued profession.

Basically, get your cousin Joe to design the company website and buy a logo online for $99.

I had a college professor who warned of this. If designers remain as simply production artists, say for instance all you do is design logos and websites, then it may be true that our profession will fade. If our role is solely to “make things look pretty” or “jazz that graphic up a bit”, then we better look for a new career. But I refuse to label design as simply making pretty graphics or flashy websites. It’s time that we redefine what design actually is. Not just design as visual communication, but design as business strategy.

Now let’s go back to the idea of EVERYONE being a designer. I don’t mean everyone being able to draw a logo or make a website for their company. I mean everyone, from the CEO to the office administrator, is involved with the communication and strategy of developing the company’s communication and brand. Design thinking in business involves asking the right questions, creating a process that helps define boundaries and move towards the most effective solution, clarifying the unorganized, and communicating the unclear. It has a systemic view, interdisciplinary approach, and democratization of creativity. It means asking, “What if…?” and, “Why this or that?”; it involves looking beyond the obvious and embracing the new and undiscovered.

As the presenter offered, when asked the question “How many designers does it take to change a light bulb?” the design strategy responds with “Does it have to be a light bulb?”