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Design Is Dreaming

Lesson 3 from: Creating Brand Identity Systems

Brian Schmitt

Design Is Dreaming

Lesson 3 from: Creating Brand Identity Systems

Brian Schmitt

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Lesson Info

3. Design Is Dreaming

Lesson Info

Design Is Dreaming

a secret to bringing your best self to your projects every day, is to find passion, you can bring to the work Mikey is to always inhabit a positive point of view on each project and focus on the opportunity at hand, and the analogy of a glass half full versus half empty, A designer sees a half full glass and says anything could be in that second half. I believe it's the job of design to enable human experience and expand potential design therefore is a chance to dream on behalf of the consumer to think how their experience maybe better through your direction as a designer, excellent design does more than solve problems, It explores what's possible in the space and ignites a spark in the consumer. This spark is the currency of branding and the way to capturing mindshare for your brands to capture imagination in people's minds, we must first engage your own imagination to consider what's possible and having both the viewpoint of the consumer and the agency of the experienced designer. So...

I want to talk a little bit here in the beginning about design philosophy, the way I view design is slightly different from a lot of what I've read and heard from other people. The classic definition of design is as problem solving and I like to personally think about it as dreaming and dreaming exercise. So I'm gonna talk about that a little bit today and I'm going to talk about that sort of threw out, you know how I try to have almost an ultra positive mindset because I think that is the role of design to to be a positive force in the world, but also you know on projects to be thinking beyond the problem and for me that means design is dreaming some examples and then talk about it more, you know, it can be very simple, small things, just thinking, you know of a new way to, to do something rather than thinking about just replicating all the way that it's been done, you know, these kind of breakthroughs, this sort of dreaming insights, this is the power of design when um you're able to do something better. So this example of a coffee carrier is a nice branding piece but it also is more functional, you know, you have one handle that you can hold rather than a tray where you have different um coffee cups falling over all over the place, very inspiring design project I want to talk about today is a hippo roller water carrier, this was something that greatly inspired me when I was a kid and and made me want to become a designer, basically what this is is women in sub Saharan africa have a problem with fresh drinking water and women and Children are, are sort of responsible for supplying their households with drinking water, but the standard way of doing it was carrying a bucket for miles on their head and so this project as a design exercise was able to have an incredible breakthrough because rather than reinventing the bucket and saying, how can we make a better bucket? They rethought the whole idea of water transport and by creating a moving water wheel rather than a bucket that you have to balance. It's less effort. And they're able to carry five times more water. Millions of women and Children walk up to six hours a day to collect water with heavy five gallon buckets balanced on their heads. The program has approximately 51,000 hippo rollers and they can bring water to up to a half a billion people. So this to me is, you know, a range of different things that are designed inspiration, seeing how imagination and insight can positively affect the world. This is why I'm a designer because I'm looking for these spaces of potential, looking for the opportunity to dream. I think on the consumer behalf of how our product could be better and try to, you know, use my position as a designer to make that possible. So for me, this means creating space to dream not only the beginning of the projects, but all the way through the designer's job to dream on behalf of the consumer about how their life could be better through this brand's product or experience or service. I'm so I'm sure you're exploring what's possible rather than just what's in front of you. This means that rather than, you know, just looking at project is a problem. I think about all the potential step back for a minute and dream, what specific insights driving your design. How does it enable new experiences that weren't possible before, and how does it expand human potential, communicating and encapsulating the spirit of the company is the job of branding. So for me, I'm making space away from the computer, sketching, taking walks and discussing ideas with people, thinking about how how to have this space to dream, and we're gonna talk about this a lot later in research, but ideas come from seemingly disconnected insights when they connect so find ways to keep making a rhythm in your project and getting kind of out of your shell and making space to dream, you know, think beyond the problem. Look for overlapping potential. Think about how things could be better, what's possible for this brand or product? What's possible for the consumer? What is this kind of overlapping insight? This is the new insight that's driving the brand, you know, this is what we're trying to get to. And I'm going to talk about all day, is what's the spirit of a brand, and by by focusing on the core of what they're doing for the consumer, and thinking about how it could be better dreaming on behalf of the consumer, that's how you're going to come up with these ideas for your brand identity system, you know, what's the core of the company, the spirit, how do you communicate that and encapsulate it. I'm considering what would be the perfect interaction between the brand and the consumer and I'm I'm thinking about how that could be and then I'm using my role as a designer to actually make that happen, bringing my life experience and my insight to my design work. I'm working on a project, you know, and it's a banking project, I might end up learning a lot more about banking than I ever did before and combining it with something else. I already know about like mobile app design and I'm able to work on a project like google wallet and mobile payments app, you know, so you need to understand the mindset of your consumer so that you can dream on their behalf, sort of like method acting. Try to design from the mindset of, you know, potential. Yes. It's really nice to be a problem solver for for someone I think it's even greater chance to get to dream and to make something that eclipses the problem