An agency’s work should speak for itself. Did it deliver on its objectives? Did it break through in the market? Did people vote with interest, conversation, interaction or purchase? Was it beautiful? That’s what really matters.
It’s not about the ability to generate or analyze reams of data or conduct hundreds of interviews. Smart design requires inputs and information for sure, but the best strategy behind design is all about collection and collaboration—of people, talents, ideas, perspectives. It’s about truly seeing vs. just looking. It’s about being curious about what you’re seeing, what it means or what it could mean if used in a new way or combined with other ideas or images. It takes a certain appetite and ability to digest.
Honestly, it’s simple. To be successful, design must deliver truth and unique beauty. To break through, design must deliver creative differentiation while maintaining relevancy with target audiences.
As with any well-formed point of view, there’s a process to follow in design. Again, it’s a simple process. It begins with collecting as much input as you can regarding a particular subject and understanding the context of the world in which that product or service will exist and compete. It’s about looking for gaps in the marketplaces where others haven’t thought to go. It’s about finding the truth of an organization, where they’ve come from and what they’re capable of. And then it’s about organizing and mixing ideas and visual elements to deliver a succinctly meaningful and artistic perspective.
At Healthgrades, we use our craft wisely, to solve real business problems, to deliver a means to help people find products and services that are uniquely well-suited to make their lives a little better every day. That’s what design is for us.