What are you building that is made to last?

This beautiful watch has just gone on sale at MoMa. It is and I quote "Distinctively Uniform Wares, the 104 Series watch has an uncluttered, straightforward design inspired by the simplicity and utilitarian functionality of mid-century British factory wall clocks". Did the original designer of the wall clock ever imagine he was making an icon? 

No, he was building something that first solved a problem, how to tell the time clearly without clutter. You can't ever truly know what you're making is made to last or stand out for generations but if you design it to solve a problem, to be the efficient and useful to the end user, then you stand a chance. 

Great design starts with cutting away, editing down then building on top. You can end up with the most complex of creations but each step must be simple, useful and serve a purpose. When you follow these rules you won't be designing a trend but a statement that will last. 

There is space of course for all sorts of creative, and I do believe that sometimes the best solution is a non permanent one but everyone should aim for one piece of iconic work in their portfolios. 

This Wolf Mantra

Too often I see fantastic creative people that have let themselves slip into a world where they let others define what is and isn’t creative. Often it is work that seems to define what productive creative is, puts artificial limits on how we express ourselves. Sometimes that is defined by client or by budget but very often it is creative people limiting themselves. 

We should never let our job limit anything we do, our careers should enhance us, make us feel empowered. We work in a fantastic time, the world is bubbling with ideas and now more than ever the ability to make those ideas happen.

So if you fine yourself limited then step back and reconnect with what you define as creative. Then find the role that allows you to be that.

The art of the old school.

My Polaroid Land Camera - 330 model. 

My Polaroid Land Camera - 330 model. 

Since beginning my career I've always been fascinated by life before digital. Even though digital is a huge part of what I do, I find it is key to understand what creatives and makers had to do to achieve what we can do with ease these days on a computer. 

For me it is learning the craft and time it takes to create. It gives a better appreciation of what people make and have made. 

A big part of that for me is photography. I shoot digitally for work and client projects but you can always find an old 35mm or Instant camera in my kit bag. I love experimenting with the film, lighting and knowing that you can't fix anything that's not captured correctly in post. 

It is part art and part science. You have to focus on the image, the core of what you aim to capture and not rely on the visual alone to tell your story. 

As a creative I've often told my team to break an idea down to what I call "The pub line" .If you can go to a stranger in a bar and tell them the idea without having to whip out visuals or explain it for hours and hours, then you know you've got a solid idea to build on. 

Videos, campaigns, imagery they stimulate the mind but what we all remember if the core of the idea.

So I constantly train myself to think about the core and everything else on top is the enhancement to what I'm saying. A good website will help build a brand but a good idea will help it become loved.