Design Assembly

While most of us in the design industry have been effected by the economic downturn in some capacity and undoubtably, will continue to be until well into 2010, what if at the other end of this sticky patch the recession turns out to be not all bad?

A big question to ask, I agree, (if you’ve just been made redundant you’re well within your rights to stop reading now) and maybe a bit over-doing it with the optimism. But as a fairly young industry we have been niggled by several reoccurring issues over recent years and perhaps the recession will help design move to a more grown-up era, passed studio politics and portfolio envy.

For example, in terms of jobs, as the industry shifts from an employee to an employers market, we may see some interesting appointments being made. Perhaps more craft-led ’boutique’ designers finding roles within bigger or ideas led consultancies (and vice-versa) will begin to put an end to the corporate vs. boutique, ideas vs. craft, elitist argument that has been eating at design (and D&AD judging panels) for a while now. This mixing of cultures would allow designers to stand directly in the middle, solving a design problem with a fitting solution, be it idea or craft-led, and not governed by the studio ethos or aesthetic. Surely there’s no better grounding for the next generation of designers?

Another employment related scenario that could see a change for the better, is one where designers step completely away from the design rat-race and begin to take roles client side. A generation of marketing directors and brand managers that genuinely understand the benefit of design would definitely be a positive move.

When thinking in terms of clients, and with regards to the long-running designers as icons debate, perhaps the recession will lead us to an embracing of design as service industry and away from utilising clients as a vehicle for self-expression.

While on the subject of clients, as they are being more thoughtful in what and when they are communicating, (as we are already experiencing) we as designers are having to be more thoughtful in how we communicate for them. Perhaps this extra thought will keep us on the right path to embracing other mediums beyond print, giving birth to a more diversely equipped bread of designer?

Another area that may benefit is our attitude towards other designers/studios. Could honest, open and mutual respect be another by-product of the current climate? Both for those that made it through the recession and those that weren’t so fortunate. After the debacle around the Olympics identity, where designers felt the need to give their damning verdicts to anyone that would listen, and the rest of society was left questioning the benefit of design as a result of the negative press, perhaps a renewed respect for fellow design businesses will help us all move forward as a more secure breed?

One positive change the recession has already brought is the shift of work from larger studios to small, young agencies (granted, this probably isn’t that positive if you’re the ‘larger’ agency in question). The companies that have been patiently waiting in the wings for the past couple of years are now getting their chance to impress those in a position to commission work, as the benefits of having little or no overheads (and egos) to contend with are making them an appealing alternative financially.

Obviously the above are a series of questions laced with wishful thinking, and in six months time when things are scheduled to turn for the worse (again) I may look back on this with mixed emotions. However while the mood is temporarily positive and there’s a hint of spring in the air I’ll skip optimistically into the distance, down to the Hoxton dole queue.