For those who are unaware, AIGA is the professional association for design. Their philosophy is to highlight exceptional pieces in every product category whose design particulars increase their ability to communicate.
Our team of Extroverts walked down the block to the AIGA NYC chapter on Fifth Avenue and 21st street to view offerings from the winners of the AIGA 365 Design Effectiveness competition. We saw a collection of clean, sophisticated items that clearly outshone the pedestrian designs we see on a daily basis.
Two features stood out to me as consistently effective design elements—strong geometrical precision and clutter-free layouts. These elements were utilized on a wide range of products, from 3-D design books to coffee bean packaging to corporate financial reviews.
With these pieces fresh in our minds, we returned to the office, where we had a free-flowing brainstorming session. We discussed our thoughts on the out-of-the box design principles we’d just seen, and shared personal insights. Feedback on various design elements ranged from “niche ideas work(ing)” to “surprising and delighting (your audience).”
Beyond the elements of design, we began thinking about ways to apply these approaches to our own work. Taking a “no ideas are wrong” approach, we shared our thoughts on different ways to improve the agency’s design profile. The resulting suggestions ranged from “embracing cool for cool’s sake” to “providing company jetpacks,” (which was my personal favorite tidbit).
What I am learning at Extrovertic is that advertising doesn’t begin and end with fulfilling client requests. It also involves looking to the forefront of creativity. Every piece we produce should explore different ways to present material that will benefit our clients and the patients they serve.
This ability to integrate design and creative problem solving into everything we do will eventually become part of Extrovertic’s status quo. A smartly designed communication affects account people and creatives alike—it makes our collective work better, which benefits everyone involved.
That’s why we look to AIGA to identify pioneers at the forefront of integrated creativity.
Who knows, maybe someday Extrovertic will be the first agency to introduce jetpacks into everyday office life. An AAE can dream….