Last year, Simon Waterfall, former Creative Director and Founding Partner of Poke London, spoke about his creative journey and the importance of a cross-disciplinary approach in creating successful, cohesive design and communication solutions. Commenting on how he got his position as D&AD’s first ever ‘Digital President’ and the bridging role of ‘digital’, he offers further insight of communities, collaboration and human creativity.
“How you get your messages out these days colours the importance, the order and how you react to them, and I think you can use that in your design. The web doesn’t work in isolation. That’s because people don’t watch and retrieve information, in isolation. People watch the TV, they’ve got the phone in their pocket and they are on their computers chatting to their mates. People do things in a multidisciplinary way now and expect branding and communications to join up. It would be considered lazy if an advert was out of sync with its website, which was out of sync with its twitter.”
Via. Steve Price: Pillars of Inspiration.
Filed under: On Social Design, Collaboration, communication, Cross-disciplinary, D&AD, Design, Digital Communications, digital media, poke, Simon Waterfall
