This is a slightly different article than usual: it is a reflection on what type of designer we were and have become.
There was a time — the age of the ego — when we were pursuing “beautiful design”: we aimed to design products to win prizes, to collect likes on social networks, to be published on Behance together with the big names. This is what we liked and stimulated us about our work.
But with the forties that loom, the experiences that accumulate, the mistakes they teach and the comparisons that enrich, we have understood that it is not by implementing that scheme that our game is being played.
The perfect design doesn't exist or maybe, simply, it's just not right for us anymore. What guides us today is the 'right design', what companies, the people who work there and their customers really need.
We no longer pursue aesthetics as an end in itself, we focus on authentic relationships: we are interested in the people we work with, their ideas, their energy, their vision.
So, here's what we're trying to do in practice:
We became aware of this change last October, when we were at Host, the event dedicated to catering and hospitality. We arrived without commercial objectives, without forms to fill in or business cards to distribute.
We brought home only the desire to meet, chat and listen. And, as is often the case when you are not looking for anything, you find everything: stories, connections, ideas, affinities. And that rare feeling of being in the right place, with the right people.
We stopped selling what we do to show who we are, that's the truth. We prefer to build relationships, because in the end they are the ones that make the difference, in projects as in life.
Perhaps we have become more mature. Or maybe it's just our way of doing design today: together, with trust, and with the sincere desire to create something that truly has a value, even a human one.
The rest — prizes, storefronts and digital medals — can also wait.
We, we enjoy the journey.
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