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The very nature of design has always been one of managing change, and a world in constant flux is one we should all be used to. That’s according to Jody Tucker, managing and creative director at Tucker Creative.
“What has changed dramatically in recent years is the challenge of a marketplace increasingly pushed to accommodate more options, and an audience that is obliged to make more decisions with fewer opportunities to reflect,” Jody says.
“It’s a daunting real-world view for any brand owner or start-up.”
Tucker Creative tries to take the heat out of the decision-making process, creating space for a big-picture view. “And working progressively with the client to get back to ground with a solid grasp of the size and cost of the opportunity, the proposed brand response, and a plan of what success and required resource will look like,” Jody says.
Simple and original wins every time.
“We do not like to be prescriptive or process-driven in our response, but we have identified some consistent themes in our most successful projects: clear and open communication; the power of simple but original thinking; and, perhaps most importantly, the sense that ‘great ideas’ are really just the ones that spread easily,” Jody says.
He says that whether a project is identity-driven, like a brand or package, or more strategic in nature such as audience-to-brand relationship building, the client input is often as defining as the creative response.
“The idea that as a prospective design client you go shopping in search of a particular insight or solution, is perhaps a little dated – the real value lies in building a relationship with an outside resource that can consistently help to realise the full potential of your brand and team,” Jody says.
“We believe our ideas are only ever as good as our relationships, and so we invest in both accordingly.”
Jody says remarkable design gives you a competitive advantage.
“Any investment in brand or product development is meant to deliver a more connected and influential relationship with the customer,” he says.
“Here is where the creative solution is key: better design is perhaps one of the few areas where you can still make a real difference. If the challenge of a crowded market is being seen and heard, then ‘remarkable design’ – design truly worthy of remarking upon – is the best chance of amplification and awareness.”
One last tip. “If you get to scale, design is free,” says Jody. “Think of it as an investment, not a cost.”
For further details visit www.tuckercreative.com.au
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