Photo by Hello I’m Nik 🇬🇧 on Unsplash

A proper, well thought out process is one of the hallmarks of a great agency. A proper process effectively guides the chaotic creative journey and turns it into something that resembles organization.

A good creative process introduces useful checkpoints that offer the client the opportunity to guide the project while leaving enough room for the creatives to flex their artistic muscles. A bad creative process is one that is too restrictive or doesn’t offer enough structure to guide the project in a way that is helpful and makes everyone feel involved.

Clients appreciate process. It helps them understand the unorthodox…


Photo by Keisuke Higashio on Unsplash

One of the most inspiring presentations I’ve ever seen was delivered by a senior strategist at my former agency. The presentation had no pretty images. The typography was bland. The colours clashed. There was no heartfelt personal account. The presentation was on data. Specifically, data in regards to performance on our digital projects.

As designers, we exist in an abstract world. A world filled with subjective opinions and educated assumptions. It is a place filled with conventional wisdom and too often, decisions based on preferences over data.

During the presentation, the strategist brought up the topic of analytics. They were…


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In an industry filled with opinions, the idea of good design can seem like an empty promise.

Yet good design is everywhere, and that is because most of the time, you don’t notice it at all. Good design gets out of the way. It may well be pretty, but this is far from the core of what makes it good.

It is always difficult to explain how you arrived upon a good design. Much like explaining to someone how you actually managed to build that IKEA cabinet you bought last weekend. “It just worked, ok?”

Good design is empathetic. Good…


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As designers, we are constantly striving for perfection. This is something many people can relate to but it’s especially prevalent among those of us whose job it is to literally create something beautiful.

Perfectionism can be one of the biggest detriments to quality creative output. It’s effect can be widespread.

Most design work follows the 80/20 rule, otherwise known as the Pareto principle. The Pareto principle states that, for many events, roughly 80% of the effects come from 20% of the causes.

This means that in many cases, 20% of the work takes 80% of the time. This 20% of…


Photo by davisco on Unsplash

As a young designer, often times you can find yourself designing websites for best case scenarios. If the titles are all the perfect length. If the copy is written succinctly. If the images are all expertly curated and handpicked from professional photographers. If the assets are not only tastefully chosen, but perfectly consistent, then my web design will look and be perfect.

The more websites you design, the more you start to design for the worst case scenarios. What if the client puts a rainbow gradient in the header and uses a photo taken with a toaster? These are important…


Ok, yes, the title is intentionally misleading. A more accurate title might be ‘visual design is the least important part of product design’. But the obscurity of the definition of design is actually the point.

In the past few years, the design industry has exploded. Roles which were simply referred to as ‘graphic’ or ‘web’ design in the past have transformed into the delineation of dozens of specialties. Included in this list is probably the most debated of all, ‘user-experience design’, which in many cases, does not refer to design in the traditional sense at all.

When you ask someone…

JP Brown

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