Ed­i­tor’s let­ter

Computer Arts - - Welcome - NICK CAR­SON Ed­i­tor nick.car­son@fu­turenet.com

At its core, de­sign is all about solv­ing prob­lems, and a well-thought-out client brief with gen­uine depth and sub­stance can be the per­fect cat­a­lyst for great de­sign. But what if you’re the prob­lem?

Self-brand­ing can be one of the hard­est ex­er­cises for a de­signer: it’s just too close to home. Our spe­cial re­port (page 58) ex­plores dif­fer­ent ap­proaches to ‘brand you’, and how find­ing that distinc­tive niche to oc­cupy can be­come the cor­ner­stone of ef­fec­tive self-pro­mo­tion.

Bal­anc­ing out this more holis­tic ap­proach is our guide to the art and sci­ence of so­cial me­dia (page 42), and how to get the most from dif­fer­ent plat­forms. It’s not an ex­act sci­ence, but a bit of in­sider knowl­edge can make all the dif­fer­ence.

Great self-promo doesn’t have to be about crow­ing your own bril­liance from the rooftops, though: some­times it can pay to ditch the ego and let the work speak for it­self, like Ragged Edge. The stu­dio has been bid­ing its time and grow­ing steadily stronger since it was founded a decade ago, un­til break­ing cover with its D&AD Pen­cil-win­ning Cam­den Mar­ket re­brand. Find out more on page 76.

And after Jamie El­lul’s rous­ing col­umn a cou­ple of is­sues back ex­tolling the virtues of a small but per­fectly formed stu­dio, this month it’s Greg Quin­ton’s turn to pitch the counter-ar­gu­ment: with The Part­ners due to merge with four other WPP sta­ble­mates to form a 750-strong mega agency, he ar­gues that big­ger can be bet­ter on page 25.

Next month, our an­nual colour trends re­port re­veals the three hottest pal­ettes for 2018, and we pay a visit to young pre­tender Koto, the stu­dio that han­dled a global re­brand of Fanta only a cou­ple of years into busi­ness. And with Christ­mas fast-ap­proach­ing, our prac­ti­cal guide to mak­ing it as a de­signer-maker-seller dou­bles as a handy gift list for sup­port­ing in­de­pen­dent de­sign­ers. See you then!

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