My talk to Uni College Falmouth Graphic Design BA(HONS) course. 27 November 2009 Introduction to me, some thoughts on digital v's design, top 5 trends for Nov 09 and a bit of design obsession!

1. Hello FALMOUTH

2. The triumph of digital means the DEATH of good design

4. Communication on a massive scale

5. Multi-media team collaborations

7. WHO am i?WHY should I know?

8. BECKY McOwen-WilsonCreative DirectorGeronimowww.geronimo.co.uk

9. Foundation: Middlesex Uni

17. HELLO !

19. HELLO !

20. TVRadioOnlineEvents/experientialPressOutdoorDMSales promotionCRM

23. Above the line?Through the line?WHAT line.

24. Silver ISP (2 x bronze) IDM Award Globes Bronze DMA

25. The triumph of digital means the DEATH of good design

26. DIGITAL

27. DIGITALOnline • banners • search • websites • social media & WOM MobileTouch-screen and ‘surface’ technologyInteractive television

28. ‘GOOD design’”Good design” in relation to graphic design must ACHIEVE certain outcomes.A design is nothing more than visual noise if it fails to COMMUNICATE the intended marketing statement to the specific target audience. The design should MAXIMISE COMPREHENSION,retention and action, with minimal effort from its audience, while utilising only those resourcesand timeframes allocated to its production.”dzinemonkey

29. Relationship BETWEEN the two

30. Brief to agency Account team Planning dept Creative brief Copywriter Art Director ‘Big ideas’ presented to client Design Digital (ideas and tech)

32. GOOD NEWS Design now higher up process

33. SEAT Cupra launchPoetry in motion

34. BACKGROUND• Racing car now available on the road• Male 20-40 yr old petrol-heads (love to drive and the feeling of power)• Digital nativesBUSINESS CHALLENGE• Build anticipation to the launch • Maximise every opportunity to talk… and ‘shift metal’

35. HOWEVERSEATs are not very well known (less than 3.5% market share)so had to stand out from more well known (and bigger spending) marquesCould the combination of design and digital give us the EDGE…

36. ENGAGE the fans - online Joining the conversations online Seeding ‘leaked’ footage

37. ENGAGE the fans – at home

38. ENGAGE the fans – at home

39. ENGAGE the fans – at home

41. DISAGREE:Digital allowed the design to FLOURISH and move naturally from an in-home to online experience

42. It’s all UFOs and no skillAfter initial seduction of online, the pendulum is now swinging back…

47. HAND-FINISHING element to the designs – getting your hands dirty & craft skills are still vital

53. Getting the BASICS right - typography and layoutKnow the rules in order to break the rules

56. Using SPECIALISTs to augment your own skills

57. DISAGREE:Digital is doing offline comms a FAVOURAs more mass market, low cost stuff is going online, paper-based comms become a higher value, targetted, bespoke channeli.e. with more £s per pack

58. Digital is the ONLY answer – everything else is dead

63. W.O.M. is the new HOLY GRAIL – surely that leaves design out in the cold?

68. Articles and tips websites Emails Weekly blog

69. Single campaignINCLUDED:search facility, reward programme, product packaging, website, blogs, email Our designs reached over 7.5million people! All driven by WOM as media spend = 0

70. DISAGREE:Great campaigns are where all channels pull TOGETHER to create a storyThe CHALLENGE for a designer is to consider how you can translate an idea across many media

71. Idea EVERYTHINGChannel ANYTHING

72. The triumph of digital means the DEATH of good design

73. SUMMATION• Digital can allow the design to FLOURISH • Digital is doing offline comms a FAVOUR• Design SURPASSES all channels and is the lifeblood that connects all of the different elements

74. CONCLUSIONDigital is NOT a threat to good design but thinking it’s the only answer IS.

75. The internet and digital technology have been so INSTRUMENTAL in the changing ad environment, that digital capability has become the glue of integrated thought.

76. Good design TRANCENDS channelsDigital helps it live and breathe

77. Other factors that AFFECT us (particularly design in the world of advertising)

78. TRENDS

79. News/culture/events Arts Fashion Advertising& design Film Music

80. News/culture/events Arts Fashion Advertising& design Film Music

82. From deference to REFERENCE

83. Brands can no longer dictate - it’s all about conversations, with others and the brand itself We look to other people for definitions and verification NO LONGER to the brands themselves

85. EXPERIENCEeconomy

86. It’s not just what brands cost any more – it’s ‘What else they can give me?’We’re an adventurous lot and ‘money can’t buy’ is what we’re after. eg O2 treats blue room priority ‘the dome’ Orange Wednesdays Bacardi rooms

88. Badge ofHONOUR

89. It’s no longer ‘cheap’ to search for the best deal – it’s something we’re proud ofHaggling, research – all things we may have hidden in the past are now shows of how astute you are… and when you find a bargain you now want to tell everyone!

91. INSTANT gratification

92. Everything is ‘NOW’Facebook, Twitter, Flickr, IM, Google Wave etcWe want to know everything NOWWe want everyone to see what we’re doing NOW‘Look how clever, funny, caring, socially responsible I am’But there is a down side – will anywhere be NEW again?

93. Alan the day before he lost his Law placement

95. SIMPLIFY and purify

96. Faced with fast-paced modern living we are looking for convenience AND simplicityAs we take control of our lives we demand open and honest communicationFrom understandable ingredients to clear company practices, we want complete transparency

97. Lastminute.comhave respondedto this trend:MAXIMISERS v’sSATIFICERSActive limitation of behaviour and choiceOther examplesFreedom – limits time on internet to specified amount/dayVeg boxes – frees you from selection options

98. SUMMATION5 From deference to REFERENCE4 EXPERIENCE economy3 Badge of HONOUR2INSTANT gratification1SIMPLIFY and purify

99. Where to FIND trend reports•trendhunter.com (and on twitter)•mintel.com•springwise.com (sign up for weekly email)• trade press

100. OBSESSIONThe DARK SIDE of being a professional creative

101. g g g g g g g

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117. Where else would you find so many challenges, so much variety, doing something you love (that also drives you NUTS) and they pay you for!

118. ENJOY!

119. THANKSBecky McOwen-Wilsonbecky.mcw@geronimo.co.uk@Beckymcb