In our new monthly instalment ‘Creative Encounters’ we interview professionals within the design, architecture and arts world.
This month we interview Nick Wills, Senior Graphic Designer at I-AM.
Nick has been overseeing our team of designers on a number of projects
and developing strong ideas and stories, for the last three years.
I rather fell into design. I always knew that my career would be creative, but exactly where I was unsure. Graphic Design
was not a widespread subject throughout my education. The first time I
became fully aware of how suited I was to it, was discovering it during
my foundation year. Up until then illustration had been my focus. Both
are commercial enterprises and that interested me far more than other
self-initiated creative avenues.
I have always been a problem solver at
heart and the opportunity to understand and improve what I saw was very
appealing to me. It was a definite awakening that year, throwing myself
into discovering as much as I could about agencies and other designers.
The power to improve our environment through clear communication rather
than the poorly considered design that unfortunately litters our daily
lives is a powerful driver.
How is the role of 2D changing compared to when you started?
I think there is now much more emphasis
on helping our clients understand the value of design; how it can best
achieve effective results, and the difference between what is ok, what
is good and what is great and the reasons why.
As a visual and commercial discipline,
design falls into a category where everyone has an opinion, whether
justified or not which means our solutions must always have a strong
foundation in reasoning and stand up to scrutiny. It is important to
help understand why one answer is better than another when people are
often dealing with elements that may be completely foreign to their
day-to-day decision making.
What currently inspires you?
I am inspired now, as I have always been,
by an appetite for knowledge of everything around me. For me, the most
appealing part of the process is the understanding of the client, their
market, their audience and what they want to achieve. Design is quite
unique in the fact that there are few professions where you have to know
about everyone else’s to truly create the most successful outcomes. It
is this that continues to inspire and retain my interest, 16 years since
I began my career.
How can design provide value to brands? Are there any particular brands or branding you admire?
Design might not be noticed or it might
be in your face, but good design should always improve people’s
experience. Whether that is expressing a brand, navigating a space or a
website or grabbing somebody’s attention and giving them something to
tell their friends.
Good design provides a cohesive story
through every touch point. It should be a fluid and seamless journey
with no discordant notes. It should communicate, it should look great
and most importantly it should be effective. Bad design sticks out like a
sore thumb and studies have shown that a bad experience outweighs a
good one in your memories. That is why we always seek to create the best
experience we possibly can. Good design can generate loyalty and
advocacy, improve efficiency and reduce costs, and even make people
smile. A great story that makes me smile is that of Hiut Denim – the singular focus inspires their tone of voice and creates an engaging and memorable brand.
Email us: hello@i-amonline.com / Call us: 020 7613 4114 / Tweet us: @i_am_group / Like us on Facebook / Connect on LinkedIn
Address-:
P-2 Raghuvanshi Estate
11/12 S B Marg, Lower Parel
Mumbai 400013
Please get in touch:
Brian Pinto
Country Head
+91 9930519476
brian@i-ammumbai.com
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