the only constant in the practice of design is change.
graphic designers focused on form. By the 1980s, designers were responsible for
both the form and content of messages they were designing; they became known as communication designers. Today, designers are designing to
enhance understanding when form and content are conditioned by context and
impact over time. This is a different practice—one that trends toward
change in the nature of communication design has been accompanied by a different
set of expectations of what makes an effective designer. In an earlier
project, “Defining the Designer of 2015,”
AIGA and Adobe sought the insights of influential design thought leaders in practice,
in academia and among clients to define the necessary competencies for an
effective designer, given the challenges designers expect to face in 2015 and
contrast, “Defining the Studio of 2015” explores the team and workplace dimensions of the topic, revealing a
different set of expectations for design practice as they pertain to the studio. When the velocity of change in
the design field comes up, it is often linked to the speed of technological
developments—both hardware and software. Yet just as dramatic has been the
social movement toward co-creation, collaboration and multidisciplinary,
integrative design work within a practice—whether a studio, a start-up or a
corporate or institutional design department.
This initiative seeks the perspectives of those visionary design thought leaders
from all disciplines who have organized their studios—physically, technologically and
culturally—in order to glean the greatest value from their creative design teams, who find themselves challenged by
new and often difficult-to-solve problems within our increasingly complex
global environment. It looks to design studios and design leaders from all
disciplines that are poised for 2015 and beyond.
For “Defining the Studio of 2015,” which will run over the course of 2013, leading-edge studios will share their insights on the topic, offering an inside look at their plans and aspirations for the future. The stories in this series will not be definitive; they will be
anecdotal, representing models for responding to the challenges of tomorrow.
Richard Grefé is the executive director of AIGA, the professional association for design. While guiding all of AIGA’s activities, his most significant contributions are in strategy, formulating new initiatives to enhance the competitive success of designers
and advocating the value of design to business, government and the public.
REVIEW: Get Started With Design Thinking: A Workshop (November 2, 2015)
November 13, 2015
RSVP for the Awards Ceremony
November 09, 2015
More than a decade of pure creativity
November 07, 2015
Boston, MassachusettsOctober 21 2015