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The role of a designer can no longer be defined as a discipline. The creative industry is evolving at such a rapid pace forcing creatives to alter their mindset and master new software, platforms and processes. At the second Manchester Dribbble Meetup on 18 October, e3creative Founder Jake Welsh presented on how design is expanding.
The room was comprised of a range of creative-types from agency owners to students, including aspirational and experienced designers working in freelance or for agencies or brands in-house. Jake’s presentation provoked new ways of thinking by emphasising the importance of creating experiences that people remember through embracing a storyteller mentality.
Brands are connecting with customers in more intuitive ways and it is increasingly becoming the job of the creative to deliver against these emerging demands. Unlike designers, storytellers don’t just read and deliver the brief, they challenge it to unleash opportunities. As an example, Jake referenced his approach to winning e3creative a contract with Ascot Racecourse to re-launch their website. His pitch was to focus on what racegoers are interested in and remove the anxiety of attending the races. His approach was to position Ascot as a lifestyle brand by uplifting their hospitality venue by removing the majority of images of horses and replacing them with experience-led visuals to share the story of attending the races. As a takeaway point, creatives should not get too immersed in the product itself because often what the product does for consumers is the real value.
Storytellers guide the narrative and don’t just play a part in it like designers traditionally have done, previously specialising in the likes of graphic design or web design, etc. Storytellers research and craft new ways for brands to connect with their clientele and don’t let mediums dictate the message. Storytellers utilise platforms or software as visual tools and often simultaneously. As a final point, Jake urged the room not to create meaninglessly work and suggested, as a quality standard, everything craftsmen output should flight for a place in their portfolio.
The talk sparked conversation around the room and a common question by novice designers was how to frame their own story when assembling a professional portfolio and interviewing for job opportunities. Jake, alongside the creative team at e3creative, advised them to choose a couple of pieces of their best work and explain why they are proud of them. Let the work stand for itself and rather than focus on the practical steps behind creating the artwork, tell the story of how the pieces are impactful and sell the inspiration and thought process fuelling the design.
Manchester Dribbble events are held at e3creative quarterly and the next event is being planned for January 2019. If you have any questions, comments or suggestions, please email them to Valerie at firstname.lastname@example.org