OWT Discourse: SUCCESS / FAILURE / INSPIRATION
with Malcolm Garrett / Craig Oldham / David Bailey / Dave Haslam
It's a brave move to kick off a new series of events by asking your audience to contemplate the nature of success and failure from the moment they book their tickets. But that's what OWT Creative did with their first Discourse event, which explored the overlapping themes of success, failure and inspiration.
Billed as part knowledge exchange, part pub chat, the evening was built around three guest speakers from the design industry. Each were given 20 minutes to talk around the theme, followed by time for twitter-fed questions from the live audience.
And it worked. The whole evening was a thought-provoking discussion of what we actually mean when we talk about 'successful' design.
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DB: "Don't just hop on the computer, turn your brain on first."
MG: How much of the design process is luck? "Probably quite a bit. But what you need to do is make your own luck. And the secret is spotting the good luck."
DH: (quoting former Buzzcock's manager Richard Boon) "Make the place you happen to be living in the place you want to be living in."
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David Bailey (not THAT one), was up first. The founder of Sheffield-based agency Kiosk, who originally made his name at Designers Republic, pondered the notion of design perfection. It's what we all strive for, but should we? Is Apple store's functional gloss actually less inspiring than the relative chaos of a trip to Shoe Zone? Is design more successful when it's aesthetically pleasing, when it fits the brief, or only in relation to the could-do-betters?
It was (perhaps ironically) the perfect set up for an evening which asked the question: is it possible to marry professionalism with true creativity in design?
The gleefully potty-mouthed Craig Oldham of Manchester studio Music was up next. He asked the audience to forget about professionalism, and the set standards and processes that it implies. Instead, it's a designers job to challenge the perceived 'right way' to do things.
It was a recurring theme throughout the night: you can't be truly innovative if you're not constantly questioning what you're presented with, whether it's a client request or a whole design tradition. The production-line approach to design might give the client what they asked for, but that doesn't necessarily mean they'll get what they need. Professionalism breeds adequacy.
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MG: "You can't do great work for a client who doesn't want it. It has to be a partnership."
MG: "At 3am in the studio, when everyone was fed up and wanted to go home, we always used to say 'It's not the fucking Sistine Chapel!' "
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Malcolm Garrett - the self-proclaimed 'token professional' on the panel - topped the bill. He chatted to compere Dave Haslam about his surprising inspirations, failures and successes - including Spice Girls memorabilia, working with his heroes, and creating the cover for the Buzzcock's fist single Orgasm Addict while in his second year at Manchester Polytechnic.
His take on success was an interesting one. Perhaps his proudest contribution to the design industry is not his iconic designs from the punk era onwards, but his decision to embrace new technology and head up the first studio in the world to go wholly digital in 1990. And this is characteristic - the raw, animal quality he brought to the Buzzcocks cover was achieved through photocopying Linder Sterling's original illustration in the days when photocopiers were still a rarity. He avoided polish and perfection, embraced new techniques, and shied away not just from popular design at the time but also from the existing punk aesthetic. A true innovator, by the other panellists' criteria.
However, Garrett himself was careful to stress that successful graphic design should have a purpose, "it has to represent something." David Carson's fall from favour after the demise of 90s grunge typography wasn't simply to do with the passing of a trend. "He forgot he was in a communications industry," said Garrett, "and he stopped communicating."
Any tips for success? "Always analyse why you've been asked to do something," take risks; challenge preconceptions, and make the most of what's available to you - whether that's new technology, or opportunities to collaborate and share skills. Most importantly, learn to spot the good opportunities, and pick your battles.
All things which every designer needs to be reminded of at the end of a tough day in the studio. A great night.
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CO: "She's a fickle muse, Inspiration. She might just fuck off and leave you with the kids."
MG: "Inspiration comes from everywhere, it comes from life."
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If you missed this sold out event, it was all caught on film and will be available via the OWT website soon - hopefully unedited, so there's still an audible soundtrack of spilt drinks and moderate heckling, flies bouncing off the disco ball, and an ongoing debate about Oldham's red trousers.
OWT's next publication will be created using the ideas and materials generated on the night, so keep an eye out:
www.owtcreative.com, @OWTcreative #OWTdiscourse