The old way of designing brands is in desperate need of a rethink, writes Edenspiekermann’s Paul Woods.
A couple years ago, I was interviewing for a job as digital design director at a (well-known) branding agency. After the usual pleasantries, we landed on the details of what the role would entail. To my dismay, the agency’s interpretation of “digital” was simply putting a new logo onto website mockups at the tail end of an extensive guidelines document. It was clear that digital was very much an afterthought in their branding process and that the position was not for me.
