Flux is about fluidity; about adapting to become or remain effective within the surrounding context. The designer’s role is to bring ‘Flux’ to the world and make it simultaneously new, powerful and beautiful.
We get up and come to work with the one simple goal of making each day better than the previous one. This is so we can continue to create outstanding and effective visual communication and where possible have a net positive impact on the global community. Design is not just a commercial practice to us, but it is always a social one. As our work has a social impact we strive to give it the significance it deserves: more research, more idea generation, more analysis and more development. This in turn creates more value for society as a whole.
We believe our role as designers is listen to our client’s needs and recognise design must provide value to them in three different ways:
1. Economic value
Good design can help build your organisation, increase brand recognition and improve market share. It can add value to your proposition by engaging your target audience with an appropriate message.
2. Social value
Visual communication is often seen as a very commercial practice, but its actually got really important social significance. It has an artistic foundation as well as commercial application. This duplex exists in all artistic professions: architects, writers, film makers, musicians, etc. All these professions have an effect on people’s lives that can be more significant than their original commercial context.
3. Environmental value
The environment should be considered on every design project: Reducing waste, recycling, specifying ‘green’ paper stocks, selecting the right printers and even proposing digital solutions to traditionally print-based mediums that are no longer relevant. The environment is always in the forefront of our minds. This is not just ‘green-wash’, it is underpinned by our personal philosophies.
Designers need to get emotionally attached to their client’s organisations. Feel what they feel. Believe that each organisation they work with is like their own. Long term partnerships are important to designer/ client relationships. They are mutually beneficial. Every additional day designers work with their clients, they understand that organisation a little bit better. That is crucial in design projects.