• Emily Osborne

06_What Industry Is Right For Me?

In a 2016 interview with Dave Dye, Sir John Hegarty remarks this:

"Nobody gives a shit about whether it’s in Caslon, Garamond, Baskerville, sure, pick a nice typeface and make sure it’s easy to read, but there are a thousand of those, and it’s just a matter of opinion which one you go for, but what’s the idea? Caslon isn’t an idea, it’s a typeface. That for me was a wonderful example of where their thinking was wrong. The question should be what are we trying to do here? What’s the purpose? What are we trying to engage people with? That’s what advertising did, and I loved it."

I don’t believe I’m a graphic designer any more than I am an illustrator – sure I can do it to a moderate degree, but does that mean I should? Do I have an irrevocable passion for design? Do I ponder kerning and alignment? Do my dreams consist of colour palates and grid systems? No, unfortunately not really.

What a sin, to include a comment such as this within a body of work submitted to a graphic design degree. But still, I leave it here. Why? Because I think it’s an important step to consider why I do the things I do and where I find enjoyment. Just because I can do something doesn’t mean I should. This is clear in Jeremy Bullmore's collection, more specifically the essay titles.

The design practice is one of powerful connotations and influence, those at the highest levels can shift societal norms and social-economic situations. Therefore surely those who complete this job should be entirely invested and well versed. Respectful and obsessed within their practice. Without complete and utter obsession with the craft, why should I contribute to creating more visual waste in an attempt to remain a ‘designer?’

Instead by the focus on the creative problem-solving aspect, my skillset can fluctuate and adapt to what is required. Whilst if I can maintain and improve upon the skillsets required to be ‘creative’ the ability to absorb your surroundings, process information, find insight and bring a little humour along the way. Well, then this is where I can see myself and exist.

This act of communication be that through copy or visuals is fascinating to me both from an aesthetical and psychosocial aspect. The impact of careful planning and research alongside powerful insights and audience understand further this interest. D&AD recently released an article that piqued my interest, and although this seems well in the future when I have a wealth of understanding, experience, and knowledge behind me, the term “Creative Strategist” comes to mind.

D&AD Advice - Become a Creative 2021

When discussing multidisciplinary creatives, Ellen Turnill Montoya has some good advice:

“Something I struggled with a lot in my career was the pressure to hone down what I do to something more focused, but the creative world has both space for specialist designers, and multidisciplinary ones too, and I feel that magic happens when we come together."

Im interested in interaction between creative and strategy and will continue to investigate this direction. When discussing motivation and key inspiration within her career path, Katee Hui, Senior Strategist at Pentagram says:

“I ended up in strategy because I'm very curious. I like to know why things work – and why they don't, and what some of those universal human truths are that underpin why we do things.”

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