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Not all good design is good design

[1 minute read]

I recently spotted PR for some new brand packaging for a conserve (aka a jam with less sugar). The designer claimed ‘it was busting out of its health roots and hitting the aisles…’. The pack looked really good with a wee heart graphic supporting the health/superfood message.


I’m not sure a conserve fits with an organisation whose ‘mission is to give people the kinds of foods we should be eating’. Let’s call a spade a spade, this pack is designed to confuse us into thinking it’s a healthy option.

It might have less sugar and better ingredients than its competitors but it still has around 37g of sugar per 100g (which according to the NHS is in the RED/danger zone). This dishonest design isn’t doing anyone any favours.

– Andy Gray

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Let design into your boardroom and change your world…

[2 minute read]

I recently attended a workshop organised by our industry champion, the Design Business Association. Held in the spectacular Imagination office in London (where our co-Founder Lucy spent the early years of her career), the day was billed as a chance to ‘explore and debate how to embed design across every business function to harness its transformative power.’

Maybe a few too many big words but we managed to cut through the jargon…

We talked about how to get design onto the top table and how a Chief Design Officer (CDO) can champion design’s value across an organisation… from within the boardroom.

Design can’t be seen as a dark art that takes place in innovation labs and runs sprints and hackathons with co-created blueprints and other such wonders.

Design is fundamental to the success of an organisation, embedding innovation in its culture and DNA. From this position, design can drive businesses forward and make the world a better place to live.

My top takeaways from the day:

  • A CDO doesn’t need to be a designer but has to speak the language of business and understand the impact of design (beyond just the design of the product or service). Strategy, marketing, operations, systems, HR, finance… they can all benefit from design thinking
  • The CDO’s mission is to take design from the design studio into the company culture – encouraging creativity across the organisation to solve problems and drive growth
  • Quick wins are great to galvanise people but it takes time and commitment to change culture

Imagine how great our financial, utility, transport and healthcare institutions could be if they had a Jobs, Branson, Zuckerberg, or Dyson at the helm.

-Andy Gray, MD

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