1 minute read
IN PRACTICE, Process: Design
Process: Design
by Eric Haydel
Advertisement
One of the greatest joys as a designer comes from having the tools to bring comfort, versatility, and adaptability into the client’s life, but identity and vision must be maintained within the (individual’s or) company’s brand. An inherent strength for a well branded company is that they have the capacity to anticipate obstacles, navigate sticky paradoxes, and find the solution that addresses every concern. And accomplish it all in style.
The American Society of Interior Designers, the International Interior Design Association, the American Institute of Architects and many of the other design professional organizations and its members work tirelessly to change the lives of clients and communities. Only when the medium and message of their brands work hand in hand does that communication transcend into our marketplace. Whether in residential homes, commercial buildings, or healthcare facilities, the most successful firms interact with and impact the human experience. These brands undertake the responsibility and understanding that is paramount in the mind of any designer, educator, industry partner, or student engaged in the design process. As the profession of design continues to grow, we must take a crucial look at the practice and understand that the decisions we make about our own companies and brands are truly based on how we experience our world. Consideration that creating one’s design brand process and/or area of expertise is critical not only to the success of the business but is vital to the growth of the profession.
