We are certainly not perfect, and this is far from the end of an experiment. But so far, by all accounts, it’s working.
Since implementing Design@Martin just two years ago, the following is true:
- We have been commissioned for brand design projects by 80.7% of our clients.
- We have increased client funding for our Design Directors by 750% and an overall funding increase of 11.5%.
- Our attrition in the design department is at a historic low. We’ve only lost two designers in two years.
- We’ve been recognized by Fast Company, Cannes and The One Show for our design work.
What was once limited to campaign design has blossomed into all parts of a brand’s ecosystem. We’re designing actual cookies and packaging for OREO. We’re building extensive systems and brand books for Anheuser-Busch. We redesigned the UPS Express Box and trucks, changing their look for the first time in 100 years. We designed the shoes Stephen Curry wore in Game 3 of the NBA Finals that support women’s equality for TIAA.
We’ve updated the GEICO brand system to be ready for the next 30 years of our partnership. And we’re working with Papa Johns to design products and pizza boxes that will be in the homes of millions of people every year.
We are certainly not the first agency to invest in design. Chiat Day, Wieden+Kennedy and Mother carved its paths long ago. But as more agencies like ours look for ways to make design a cornerstone of the work they’re doing for their clients, hopefully, this model can help shape the future of more great design-led brands.
And if your agency messes it up, you can still get your nephew, Kevin, to do it for a case of beer.
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