Stories and Design

All change!
Change is good I am told, I hope so because I have changed my company name to Raconteur Design. This one will be around for a good while I feel. For a long time I have felt that there is a strong connection with story telling and design. Not just in the sense of the back of pack story although that is a part of it. Good design tells a story. Historically humans from all cultures have told stories as a way of passing on information and creating deep cultural bonds. On an individual level we all tell stories every day. We tell ourselves stories, we tell others stories. We are a collection of stories, our stories are what define us. We use story telling to connect with those around us to impart on others our unique vision of the world.

Robert Fulford in the Triumph of Narrative says "Stories are how we explain, how we teach, how we entertain ourselves, and how we often do all three at once. They are the juncture where facts and feelings meet. And for those reasons, are central to civilization."

Companies tell stories. If money is not the sole motivator for enteprise, what other 'thing' motivates a company. What pushes this hero past the antagonist, the hardship, little red riding hood's wolf? As Joseph Campbell would say, they are "following their bliss", reaching for their holy grail. These stories engage on a deep unconscious level, they speak to the part of us that connects us all as human, they talk about humanity in all it's nuances.

The process of design is in itself a story, where the client represents the story to be told and the designer, a storyteller. I say a story teller rather than the story teller, as we all tell stories and companies are responsible for telling their story in so many ways, design is just one way. The art of design is visually capturing and telling a story in an instant. "Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact." — Robert McKee

For a story to be compelling it must be many things. It's got to have relevant and personable characters - people you believe in and can identify with. It's got to have an engaging narrative that takes you on a journey. And it has to be told in a way that captures your attention. All three of these parts must be well thought out, and resonate with truth and sincerity. Then a story will be listened to, learnt from and retold to others. It will bind communities and create culture.

I am a story teller. The type that went from place to place, gathered people in the square and transported them, inspired them, woke them up, shook their insides around so that they could resettle in a new pattern, a new way of being. It is a tradition that believes that the story speaks to the soul, not the ego... to the heart, not the head. In today’s world, we yearn so to ’understand’, to conquer with our mind, but it is not in the mind that a mythic story dwells. —Donna Jacobs Sife

Stories talk the language of humanity. They create cultures and identity, with stories go pictures. Icons and imagery created by diverse cultures through time speak directly to the unconcious and bring a culture's story to life. So design is a way of telling a culture's story. It represents that culture, it unites it and translates it's view of the world to anyone who cares to listen.

The design Raconteur

I'm back! We have now returned to the UK and I am now living on a narrowboat between Bristol and Bath. A lot of time has past and I have continued to ponder on what the role of design is and how it shapes my practice of it. I have been thinking a lot about story telling recently and it's role in design. I have registerd the company name of Raconteur design, because I feel strongly that storytelling holds the key to succesful meaningful design. I am not completely sure how yet on a process level but feel it instinctively. More thoughts to come I hope...

Smile. Resistance is futile.

I sit here now looking down at my chest and see the word Smile emblazoned across it. It is faded now as the T-shirt makes up one of a limited amount I packed in my backpack to take on my trip to New Zealand, where I still am 2 years later. I still love it though, particularly when I forget I am wearing it and get a big smile from a random stranger in the street :)The T-shirt is made by Howies and is made of organic cotton... Hooray! Howies started trading in 1995, a part time business selling politically minded biking T shirts. The business grew in an ad hock hap hazard way always driven by obvious passion for mountain biking and the natural environment. Highly creative engaging design sits at the heart of Howies and has helped to define and carve their vision and in some cases inspired their business. The telegraph recently sited Howies as 6th on a "survivability index" which looks at businesses likely to weather the recession storm. So how did a small company started in a flat become so well loved? From that same article:

Howies has attempted to build a brand that sells an idea as much as it does clothes, Rupert Eastell, head of retail at BDO Stoy Hayward, said. “Howies, in particular, is creating something the customer comes back to time and time again. It is creating a community and is much cleverer about the bits around the edges than competitors.” he said.

The community that Hayward speaks of is key to a small brand's success, arguably any brands success. By using political slogans on their T-shirts which act as a brand beacon they give a voice to a community, and you can be part of it just by wearing one of them. The slogans are slightly subversive but not militant, always executed with wry humour of a British or maybe Welsh brand, they are accessible. They give the wearer a sense that they are part of something a bit 'underground', and you don't need to be into mountain biking or skating to be in the club. The designs do not follow strict visual brand guidelines and although there are many visual similarities in the branding they are more made into a family by the tone and spirit they adopt. You might argue that the logo itself is indistinct and lacks personality, but it is more a mark that says things should be simply put, no spin. It also acts as a blank canvas allowing a certain freedom in applications that other more 'visually distinctive' brand marks may not allow. Take for instance the Point Of Sale units designed by Carter Wong A brilliant piece of branding born out of solid guiding brand principles.

Sloganed T shirts are of course not the only product Howies sell, they pedal (excuse the pun) far more classic leisure items, that have a timeless quality about them. Like Patagonia their business ethics are based on truly sustainable principles concerning both the environment and the people that work for them. There is a naive quality that comes from Howies, adding to the sense that we are all in it together and that everything is far from perfect but with an intellectual optimism, we will endure, harmonise and more importantly enjoy.

Do good brands v Brands that do good

In times of economic doom and gloom it is an easy call to lighten the mood by linking your brand to a good cause. Cause related branding such as buy red is on the increase. While there is no doubt that they do some good by raising awareness for a cause providing cash donations. I can't help but think that ultimately this is a selfish act. For example, for every sale of the red ipod, Apple donates just $10. The good association and boost in sales is worth a bit more surely. Also how deeply to consumers engage with these causes? There is a danger that they are merely fashion statements, another band to wear around your wrist. Easing social conscience but not affecting radical changes in opinion or action. In short they stand for a shallow way to do good.

On the other hand we have brands that do good. Brands that are inspired by a desire to generate profit to help people and the environment. Of course there are charitable brands, and they have the most sincere of approaches and powerful brands. It makes me wonder why anyone would buy an alternative to products such as suncream produced by the cancer society or pet food from the RSPCA (something I'd like to design).

There is another type of brand that does good. Brands like Patagonia and Frank water use business as a means to wholy support a cause. As a result they have a single minded powerful brand which communicates to consumers in a heart felt engaging way. Frank water exists because they "help fund clean water projects" water for water, as simple as that. Wouldn't it be great if all brands were as focussed and inspiring, and consumer choices as proactive.

Why Inside Out ?

As you can see I have changed my blog title from Odd One Out to Inside Out. This is not a shift in attitude or direction just a better expression of the values I am honing for my company. Odd One Out was representative of me, and the way I feel about myself as a designer and a general throw back to the feeling that I feel well, a little like the odd one out! Inside out is more reflective of my approach to design. Take what is on the inside of a brand/company and slap it right on out there plain as day for all the world to see. Great design is only as great as the company behind it. Clear and heart felt brand values create strong briefs, which in turn generates great design.

A brand like Patagonia...

Patagonia are a California based outdoor equipment manufacturer. On the surface of it, a not hugely exciting or world changing proposition. Wrong, this company is as progressive as they come. It's founding member Yvon Chouinard could be considered an environmental entrepreneur. He established his company to 'use business to inspire solutions to the environmental crisis.' He found his passion in climbing when he was a young man. It was Chouinard's chrome-molybdenum steel pitons that first gave him the taste for environmental business. He sold them to other climbers out the back of his car to fund his prolonged climbing adventures. He established Patagonia in 1965 and by 1970 they were the largest supplier of climbing hardware in the U.S. Today they produce climbing gear and clothing along with surfing and general outdoor equipment. All items are born out of the principle of creating items that cause 'least harm to the environment'. He describes it as 'clean' equipment. Clean in terms of the design and manufacture process and the way that the items interact in the environment.

So being as Yvon Chouinard and Patagonia are one of my heroes of business, I want to asses whether or not I feel that they communicate what they are about effectively. Words and phrases on their website like clean, environmental activist, real difference, freedom, respect, support, bare footed, organic, slow growing, risk, soul, reflection, functional and friends all bring resonance to their brand values. Overall I would surmise that they are a progressive company who are about commitment to the wild world. Commitment to wild spaces and people in equal measure. They underline these values in their company tag line, "committed to the core". Because they are committed to the wild world they strive to protect it so it may be enjoyed by future generations. So do they walk their talk? To evaluate this effectively we need ask only one question. Is every aspect of the company inspired by and true to their core values? As a checklist we look to three key areas:

Product - Is what you sell a true product of your core set of values?

Operations - Is the way that you run your business truly reflective of your core values?

Communications - Are you communicating your core values effectively to others?

Product and Operations: This is best summed up by Patagonia (obviously!) in their 'Environmentalism: What we do', section of their website

"Our definition of quality includes a mandate for building products and working with processes that cause the least harm to the environment. We evaluate raw materials, invest in innovative technologies, rigorously police our waste and use a portion of our sales to support groups working to make a real difference. We acknowledge that the wild world we love best is disappearing. That is why those of us who work here share a strong commitment to protecting undomesticated lands and waters. We believe in using business to inspire solutions to the environmental crisis"

So if we assume that this statement is true, and I don't see anything to suspect the contrary, their product and processes truly reflect their values of commitment. Commitment, on their own part, to the cause of protecting the wild planet. Also a commitment to spreading the word of environmentalism to others. You buy a Patagonia product and you truly buy into a way of life and a mental attitude as well as a bloomin great rucksack.

So in my opinion, does Patagonia effectively communicate their commitment to wild spaces? They definitely do, by what they say; They admit they are not yet perfect (100% sustainable) in their product and manufacturing processes, but express a deep commitment to improving them. They are committed to the people that work for them by offering liberal amounts of compassion and inspiration. They are committed to the cause of effecting change through business and so have a raison d'etre.

Do their values translate visually? Their human and environmental policies shine out like a lighthouse. Active wear made by a committed company for similarly committed individuals out there in wild spaces doing what they love. The website is illustrated with images of people doing extreme activities. They have ambassadors for their products, hardcore individuals who have gone above and beyond the barriers that would have had us lesser mortals running for cover. They are images that show people with a level of commitment necessary to achieve great things.

Patagonia through its verbal and visual communications sets itself up as a 'committed leader' which in turn inspires dedicated followers. This is in contrast to a company like Timberland who have adopted the role of 'guardian' - We take care of it, so you don't have to. When you buy a Timberland product you do so to support their responsible processes, it's a more one way relationship. A brand like Nike on the other hand has adopted the role of the 'motivator', they give strength to their followers to be the best they can be.

The Brand Mark:
Does the Patagonia logo simply and confidently communicate their commitment to the wild world? The brand's namesake Patagonia, has many truly wild spaces. It is also under threat from a lot of environmental concerns that echo the woes of our planet. In the logo we see a foreboding set of black mountains that do speak of wild spaces and the risk one takes when venturing into them. But that sky, that dawn, it is inviting and exciting. It has a true optimism about it, just like the company. It talks about the commitment to creating a brighter tomorrow. in its styling it is reminiscent of South American textile design, so giving it a back to nature authentic feel.

The font chosen for the Patagonia brand name is classic but a little left field. It looks in congruent with the mountain silhouette behind it. The mountains themselves are badly drawn with a thick heavy key line that forgets the dawn of more enlightened brushes in Illustrator. You might say that the logo itself could do with a refresh, a bit of love and respect paid to it. You could also argue that it's slightly clunky appearance is representative of the raw aspects of nature and a slightly devil may care attitude, setting it apart from the multitude of slick big corporate logos. Overall I would conclude that Patagonia fulfils its aim of inspiring people though action and effectively communicates their commitment to wild spaces. I would say though, that some of the styling in the logo is a bit tired and could do with just a bit of attention to gently coax it into the 21st century and the brighter - with Patagonia's and its followers' help - future beyond.

Which design company?

A quick UK only google of design companies reveals a selection of 71,800,000 entries. Granted some of these are directories and other related sites and the like but an awful lot are companies. If I narrow my search to brand design companies the list gets slightly shorter but is still 309,000. So I ask myself, what makes one design company distinct from another? If, as a trade we are selling brands, it makes sense that we too should have strong unique selling points and stand out from the crowd.

Could it be that we are all a little bit worried about placing our stake too firmly in the ground. Design is a chamelon art, ever changing to suit the specific needs of our clients and in turn their customers. Few design companies talk about what is important to them, they pedal their clients work and talk about creativity and strategic thinking but fail to articulate what they see as the role of design, what it means to them and how they make it work. These core values are the things that make one company different to the next.

There are a good proprtion of companies that offer indistinct products. This could be a combination of not really understanding there own values or by desparately not wanting to put anyone off and so being all things to all people. This comes across as confusing at best and bland at worst. These companies are a bit like a badly designed 'own brand' option, and as such will always compete on price.

When we consider the better design companies, the ones that have a strong brand. I would say that they fall into 4 camps.

The first being the 'look at me' agencies those that believe that the world revolves around design and more specifically their company. They talk a lot about the glittering design awards they have won. If you are in it for the money, this is your agency. They only represent a small proportion, perhaps 10%. They come across as being arrogant in thier approach and promise 'big returns on your investment' for them it is all about the money.

The second are the 'Big safe pair of hands'. They believe in strong partnerships, working closely with their clients to produce design that is socially acceptable. To them design is a way to gain respect, love and popularity. They appeal to the majority of people, especially a lot of the big multi nationals.

The Third are 'simply fabulous darling' their exuberance for design gushes forth in bucket loads. They love design and are most anxious to produce stunning work that other designers will love too. They want to set themselves apart from others.These companies are the next biggest proportion of design companies. For them if it is beautiful it is successful. Like the 'look at me' types they like awards but for different reasons. For these companies, challenging the norm is key, and there designs will often fly against convention.

The Fourth is a rarer brand of design company the 'what ifs'. The most strategic of all the design agencies; Big on intellect, not in the least bit ideallistic. They are pragmatic in their approach but still challenge convention. They use a lot of genuine (not just for the waffle) strategic thinking and intellect to solve design problems. The brief is the best measure of a design solution's effectiveness. That and those that buy it.

To my mind, if design is about pleasing people, you need a big safe pair of hands. If it's all about the profit margins, head for the 'look and me's. If you want to be the cool kid at school you need to be 'simply fabulous darling'. If you are prepared to keep the ego out of it and want effective design based on intellect, you should ask... 'what if'

Montana Wines

Montana are the goliath of New Zealand wines. They are the country's biggest producer and exporter. As I am currently in New Zealand and drinking a fair bit of the stuff, (well it would be rude and uncultural not to). I was wondering if the design on their bottles and other public literature matches the values I can surmise from their website. If we take a look at the site we see that there is a strong natural theme in the imagery used. On there front page they state their mission "we work hard to deftly coax out all the nuances that nature offers us, so that the truly vibrant taste of Montana wines can shine through".The power of nature plus the craft of the wine maker equals great wine... sounds simple but is very powerful. This to some degree is suggested on the website but it would seem in a rather superficial way. The shots of the vines are somewhat generic, how exactly do you "coax out nuances of nature" and what are they? We learn more when the different branded varieties are described. "The cool, sunny climate, rugged topography and geologically young soils combine to produce some of the world’s most distinctive wine" Still the explanations are vague and do not bring the relationship of winemaker and nature to life. And if we weren't sure about the quality of the wine there is good lengthy description of the production methods, full of tradition and care. A good proportion of the site is given over to the promotion of New Zealand and it's attraction to the tourist. So mixed messages coming from the site. How do the bottles measure up to that core statement.



The logo is somewhat monolithic in its execution. The mountains pictured are foreboding rather than inviting. They say little of the nuances of nature that produce the vibrant wine inside. Come to that there is little to communicate the vibrancy of the product inside. I would judge that this wine was dependable and of good quality but vibrant? I don't think so.


In short I think that Montana is suffering somewhat of an identity crisis. The mantle of being NZ's biggest wine, seems to weigh heavy on its shoulders. There is not enough vibrancy inspired through nature and it looks like the craftsman has been replaced by a big shiny metal machine.



To further confuse the matter their new series of premium quality wines move further away from the nature and craft message. The idea behind this range is simple and powerful. The wines are reflective of the area they come from, representative of the different natural elements that their geography provides. They are crafted by artisans.The letters on this series although visually striking communicate little of this. I like their simplicity and the idea of a simple logo that represents the different areas but couldn't that work harder?







These coffees by Robert Harris sucessfully communicate that they are created by craftsmen inspired by and in tune with nature. And to boot they have a strong New Zealand identity and a vibrant appeal.

Chasing design awards

I was recently asked by another designer what design awards I had received for my work. I told him that I had just one from the DBA. Part of me of course wished I could wow him with my long list of accolades. I think it is natural that everyone wants to be rewarded for their efforts, to be told they did a good job and to be held in high regard by their peers, but is a design award the best way to do it? When most awards are given, they are not furnished with a brief, don't congratulate the marketeer or even the product that goes with it, just the design. Aesthetics and originality should of course be key objectives of a designer but they should almost be taken for granted when being considered for a design award. Does the design effectively communicate what is at the heart of the brand that it is promoting? That should be the first question. An award should be given to the whole package, of which design is a part of rather than being judged as a complete article. In that way we might just stop a little bit of the egoism that goes with design and concentrate on getting back to doing what we should be. That is working with companies to succesfully communicate their brand.

Designing for your personality type.

I have just completed David Keirsey’s personality test and found out that I am an ENFP or a champion Idealist, as less than 1% of the population I feel quite special! It describes me as an unrelenting idealist who looks for the good in all and who is most comfortable dealing in abstract concepts. It also says that I have "outstanding intuitive powers and can tell what is going on inside of others, reading hidden emotions and giving special significance to words or actions" all qualities that help me with design. It also says I am... "Fiercely individualistic, Champions strive toward a kind of personal authenticity" Although this too has helped me with my career it has also lead me to become disillusioned about design projects in the past.

This has occured most frequently whilst working with large global manufacturers (although some smaller companies too). The brand and marketing managers involved are often operating in a hostile atmosphere where stress and fear seem to reign supreme. They are fraught in their job, and fairly often have not been enpowered to make even small decisions so exasperating their insecurity. This atmosphere makes it impossible to be authentic because they have little idea of what they are being true to.

These situations often lead to poor quality of brief and in turn unispiring, mostly ineffective designs. There is also a huge lack of trust. Brand managers are not allowed to take ownership of their projects and are acting as a mouthpiece to distinctly absent management who in turn are responding to the needs of their shareholders. The disillusionment on my part arose from a feeling that I was not trusted as the expert in design that I was being paid to be! Trust is the key word here, an atmosphere of fear and mistrust is in turn naturally passed onto the design company trying against all odds to make some kind of sense of a confused brief.

As well as studying my own personality type description I spent time looking at the others. Covering the full spectrum of society these are the people that my designs have to communicate to. There are four distinctly different personality types with more specific descriptions within those four. The majority of the popualtion makes up two of these types, but even so there are obviously differences within them. People are complex creatures also and although these types of personality profiles are insightful, they are not all encompassing. There are those that cross types and when it comes to the products we buy it doesn't just depend on our guiding values but also on our current whim. With this in mind it seems difficult to try and create a design that appeals to different people. I wonder why then, so many of the brands that I have worked on try so desparately to be all things to all people. The logic is, sell to more people and you make more money. These brands often appear confused, projecting mixed messages. Even worse they are the bland brands, those that look like everything else. They often fall into price wars and 'me too' new product development. If they were at a party you might think they were either trying too hard or even worse you wouldn't realise they were there at all.

In contrast those brands that have metaphorically taken the personality test and so have insight into what they are about have a strong sense of self. They are the easiest and most inspiring to work on for me and the clients involved.

Why OddOneOut?

This should have been my first blog I guess, but seeing as this is a recent revision of the blog title I am now only just explaining myself. Enough of the excuses for my topsy turvy blog it after all by nature a non linear story! OddOneOut is the name of the design company that I am creating, my design company. All that I have learnt up until now will go into this blog and my company. There will also be some new stuff too of course and these posts will be a reflection of both. As business is all about people the things I am talking about are equally applicable to individuals, charitable organisations, governments and socities. I am obviously most interested in business because just like everyone I need to earn a living.

At the centre of every 'good' business there are a core of guiding principles or values. There is another ingredient that brings these values to life and that is passion. Passion equals enthusiasm and energy. It motivates people into action and it is what you call upon when things get tough. I want to work with people that are passionate about what they do. Businesses that place the value of people at their core. Those that believe that it is not only money that makes the world go round but people and the 4 elementary forces of nature of course!

What OddOneOut will look and feel like is a little fuzzy at this point. But I hope that this blog will chart my progress and help to create a recognisible shape. It is of course also a blog of self discovery since OddOneOut is a reflection of my core values and an expression of my passion. I believe that design can help those that have a passion communicate it. Very simply put I believe that good design communicates that passion.

All geeks together, Science and Design.

I am currently reading The Canon: A whirligig tour of the beautiful basics of science by Natalie Angier. As I read it I am learning new things and remembering old lessons shoved to the back of my mind. It is making me look at the world from a different perspective which I think is good for me! Angier comments on the relatively recent phenomenon of labelling all scientists as geeks or nerds. If this is the case I think designers might be counted as geeks also. Not that we are wrestling with theories of everything or creating ground breaking discoveries that will change the world, but that we are just a little bit overly obsessed by small details. We have large collection of typefaces and pantone references are like the periodic table to us. We are guilty of talking in a code that often excludes non designers and can often have a self inflated view of our own importance. Hang on, those last two points include most other professions too, so how come they are not labelled in such a negative way? I think the main issue is lack of relevancy and issues of communication.

Science does not figure obviously in most of our lives, even though we interact with science in every aspect of day to day living, it doesn't mean that the whys and whats are of interest to us. Science seems to be something we are very interested in when we are young but kind of looses its shine once we have moved on from the buttons and flashing lights of the science museum. If scientists want to reclaim their rightful place on the list of jobs most dreamt about, by young girls and boys they need to put a bit more emphasis on good old fashioned communication. Design, in this case, as well as performing the function of translating a lot of very complex information simply also needs to convey the passion and inertia that drives science ever onward. It is that excitement and curiosity that fizzles with age for most of us and yet I am sure can be reignited.

Designing meaningful difference

As a designer we are trained to seek out and exploit difference. We design logos that set companies apart from others. We design packaging for products that sets them apart from their competition. We naturally think differently to others and originality is the design holy grail. There is another side to difference though. Difference needs to be meaningful. Meaning in our lives is dependent on our actions. When we help someone or acheive something it enriches our life. Meaning in business as it is in life is derived from doing the things that you are passionate about and having possitive benefit. That is meaningful difference. It is nearly impossible to create truely meaningful difference through design when the ideals and motivation that drive the design do not ring true.

I believe that difference is a good thing, it is our difference that drives our creativity and enriches our societies. People are inherently different but at the same time we all hold some common values. Do we try to be different? Probably not, I think it is more likely that we try harder to be the same, to conform. If we naturally follow what feels true and important to us, follow our hearts, we will naturally be different. Popular culture is more often about conformity, exploiting our fundamental need to belong. Our economy is driven by spending on consumerables and as such we are told to be continually disatisfied by life. We are told to throw away our uncool 6 month old gadget and buy the new slightly improved one, to toss out our wardrobe and dress like the latest fashionable celebrity. So I ask myself as a designer do I feel guilty to be part of this system of pressure and supression of difference? The simple answer is yes I do feel guilty but not hopeless. I think there is a changing mood that is incredibly inspiring and exciting.

There are government leaders, Barak Obama being the obvious one who cellebrate difference who do not influence by messages of conformity and fear but that preach that we should be proud to be different. He is very sure of his vision and it is the passion and energy that he leads with, that people are drawn to and follow. There are similarly businesses that are as self assured, that have a burning passion and ultimate aim beyond profit that attract us to follow them. However these leaders and companies are completely polarizing. They are vocal with opinions, and brazen in their actions. As such not everybody will sympathise and agree. These people operate outside of accepted 'norms' and will inevitably face opposition. On the flip side those that follow them will do so with an enthusiasm and dedication that is infectious. It is by no fluke that Obama has gone from the outside chance to a president with over 70% support.

I am passionate about design. I think that it has a huge power to influence, and inspire. I love the challenge of communicating complex messages in simple sensory ways. However, I do not like using my design skills to gloss over, to bambozal and to twist what is true. It makes me feel dishonest. When I have worked on designs for products that exploit their suppliers, pollute the planet, produce unhealthy products and treat their staff as an exploitable commodity I feel guilty. Yes we all need to make money but how can I advocate being true to ourselves when I feel guilty about doing what I love.

I did mention however that I do not feel hopeless, I am definitely hopeful. There are an increasing number of companies that are values lead. They exist because they want to acheive something meaningful, they are meaningfully different and want to create meaningful difference. They are not slaves to shareholders and profit. They exist because they believe in something and conduct their business with honesty and regard to those around them. They are inclusive rather than secretive, genorous rather than mean and definitely optomististic rather than fearful. Those are the companies that I would feel proud to work with.

What is difference and what has it got to do with design?

This is my first blog, so like my ever so slightly mad (aren't they all?) English teacher Mr Drummond once said, "all stories must have a beginning, middle and end". He also said that if "you woke up and it is was all a dream" it would be marked as an instant failiure. With this in mind, lets begin.

My name is Clare I am a senior graphic designer. I am living and working as a freelance designer in Auckland, New Zealand. I am originally from High Wycombe in England, a not so small London suburb, that thankfully has lots of beautiful green spaces. Enough about me as it is not the intended subject for this blog. I want to take a look at the organisations and individuals who are as the title suggests expressing their difference through design.

It is important at this point to define what I mean by different. Different in this case means those that are distinct from others in the ways that they think and act. Different from who or what though? I am not entirely sure how to define the 'norm' by which we measure things that are different. Normal is complicated! 'Norms' are the rules or standards and expectations that guide the behaviour of members of a society' (Scott, 2000). So it is those that fly against these norms that strike us as being different. Sometimes called visionaries, inventors, groundbreakers, crackpots! these people lead the way in creating new ways of doing things, continually questioning. I am interested in those that have used design as an integral part of defining and communicating what it is that makes them different.

The interesting thing is that difference seems to be transient. Difference often turns to convention mostly without us noticing maybe this is actually a mark of success? Some organisations and individuals however continue to strive to be different, not for it's sake but because they see the world differently to most of us. Those are the individuals and companies I want to champion. I believe that successful design has helped these people to bridge gaps and communicate with the world. What might have otherwise remained outlandish and alien to most with the help of design becomes trustworthy and even inspiring. Design can only be as powerful as the message behind it. If the message it conveys rings with confidence, truth and sensibility we can connect to it.

In each post, I will feature a design and the company or individual behind it and why I believe them to be different. My aim is to create a sort of whos who of companies that inspire through a focussed heartfelt message and great design.