You can’t replace good design


To me there seems to be a great number of branding or creative agencies out there that try to convince corporate and retail companies that the answer to their dreams is in knowledge and strategic logic, which sure has a great deal of substance, but many of them seem to provide the knowledge while delivering slightly better than weak creative solutions.

What is amazing is that the magic of great design is rarely built with numbers. The magic of great design is created by talented designers, indeed they need to know why they are doing what they are doing and what the opportunity is, and it’s by bringing these two skills (creative and strategy) together that creates amazing things, but you would think that more agencies and consultancies would understand this more, not use statistics for excuses for bad creative.

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