Life-as-a-Designer (LaaD)
Where do I start? At the beginning, I suppose. Well, at my beginning anyway, as this series is based on my 48 years in marketing and design.
My Life-as-a-Designer, all my own words – authentic. No ChatGPT. Not my bag! But… I will use the internet to research facts and figures, which by the way, hadn’t been invented when I landed my first job.
I’m going to take you back to 1979. Apple had been founded three years before, but wouldn’t go public until 1980, and it would be another four years until the internet would effectively be launched.
College done. National diploma under my belt. First job – assistant graphic designer at Wella Hair Cosmetics.
Creative thinking was not only encouraged, it was expected, and life wasn’t so ‘instant’ then. Designers were offered the luxury of time to express themselves, ideas from within, no quick fix from online resources or artificial intelligence, and it was understood that the creative process did not happen overnight. Brainstorming sessions with groups were common, thrashing out thoughts and ideas in boardrooms, over a bought-in lunch and a glass of wine, or bottle of beer. Tea and coffee was available!
The ability to communicate verbally, was also considered a valuable weapon in any designers armoury.
Life-as-a-Designer was, in my opinion, individually more demanding. The ability to be able to draw and communicate visually, was a pre-requisite, for sure. These were the days of layout pads and Pantone Markers. Wow, I still miss the smell of what we called ‘Magic Markers’, in those days.
Presentations of ideas (also known as ’scamps’) were made to Product and Brand Managers, on flip charts, or mounted to sheets of card.
When they were satisfied, we would progress to a more ‘polished’ mock-up, for presentation to the Board of Directors. Product packaging, point-of-sale, brochures, sales incentives, collateral – it all followed the same process. Laborious and time consuming, particularly when amends were made to the design. If background colours were changed, or layouts to brochures, it would mean completely re-doing the mock-up, eating into any launch-date deadline that may be looming. Another ‘all-nighter’, better make sure we have plenty of coffee and biscuits!
Depending on what the project/job was, there was often a photographic shoot required. Wella insisted on commissioning reputable photographers, hairstylists and make up artists. Highly regarded models, too. At 21, in my first job, I was in awe of these people, but also in the position of art directing them. In truth, they were so professional, they made it all very easy for me. It was all so glamorous.
We had an in-house copywriter, who was one of the best in hair and beauty. Copy written and approved – ready to send for typesetting. And we have received the transparencies from the photoshoot, so making progress.
What is typesetting? What is artwork? Guys, these weren’t the digital days! I’ll tell you more in LaaD 2