As a visionary creative director and president of a New York based design firm, David Schimmel argues that the creative process is the source of innovation and consumer satisfaction, key ingredients to competitive success.
Once considered bells and whistles, good design is now a necessity. In an economy where “quality at a fair price” is pretty much a given, intelligent, communicative design differentiates goods and services. It adds value.
David believes in “work that works.” User-friendly design has become an antiquated notion. “Now,” he tells us, “it’s about design that’s friendly to the user.” Good design connects with the consumer; it elicits feelings of happiness, satisfaction, and pleasure. This is function + feeling.
How does And Partners keep up with the acceleration of automated technology, the pace of information, and the instability of the communications industry? Creativity is changing and not something that can necessarily be learned. “There is no precedent in design--no single perspective, and no telling where the industry will be in five years,” says David. “This is something that keeps me up at night.” The challenge of that also excites him.
David deems it imperative to be “a media agnostic and an evolutionary strategist.” Staying on top of technology, reading everything you can get your hands on, and responding to environmental changes are central to creative success.
He also gave us PC students some reminders to help us along the way:
Narrative is integral. Design has an ability to tell stories, and the stories must remain personal.
“One size/style fits all” doesn’t work anymore. It’s important to find context and common ground in order to relate to each other.
Learn the value of metaphor. Everything is representative of something else. We see ourselves reflected in our surroundings. We buy what we are.
Keep it real.
Portfolio Center students share a strong desire to communicate ideas, the willingness to let go of preconceived notions, and the compulsion to learn new ways of thinking. These qualities are fostered by the school’s constant stream of industry bigwigs, who bring their varied and colorful perspectives from all over the country. These creatives, who are always generous with their time and energy, tend to hang out with students, conducting informal workshops and continuing the day’s discussions over dinner. Often, what results are provocative interviews—written, shot, and designed by PC students.
