Five minutes with Rob Steer

Rob Steer, creative partner of creative studio Silk Pearce, speaks to Transform magazine about how long-established agencies need to evolve to reflect the changing landscape, the value of craftmanship within digital design, the challenges to young designers trying to get a foot in the door, and the need for authenticity in the way brands connect with their audience.

In what ways can long-established agencies evolve to reflect the changing creative landscape and meet evolving client needs?

To stay relevant, it’s vital to embrace emerging platforms, media and technologies. Paying attention to Gen-Z’s habits and interests is a good place to start, for it is their consumer priorities which signify the future. This also involves always being one step ahead of the client. Offering them novel opportunities that they perhaps hadn’t thought of is a good way to signal your forward-thinking approach and reaffirm the value of working with an agency.

TikTok and Fornite spring to mind. Would such platforms have been in the forefront of a branding agencies’ minds a year ago? Most likely not, but they now represent important and effective mediums through which to reach consumers and communicate a brand’s offering. Solely identifying these kinds of platforms as new opportunities isn’t enough. True value comes down to recognising how to best optimise these new spheres, which will be different for each client, while also staying true to the core values that established the agency’s reputation in the first place.

What is the value of craftsmanship within digital design?

Craftsmanship is no longer just about creating objects by hand. In today’s digital-first world, craft is as much present in web, video and virtual design as it is in physical creations. They can be fleeting - from a subtle animation to UX design. Yet, the layers of creative thinking behind those digital elements are equally as skillful as the artistry put into books, packaging or any other physical creation.

The beauty of digital design lies in its subtleties and nuances. A user’s entire digital experience can hang on minute design details, such as the way typography is animated on a page. The layers of craftsmanship behind these details work together to create a rich tapestry of carefully considered design elements. When so much of today’s digital design is limited to standardised templates such as Wordpress, craftsmanship is an effective way to stand out from the crowd and achieve brand cut through.

Has Covid-19 accelerated the digital transformation of brands and if so, is it for the better?

Covid has undoubtedly provoked a more digital-first approach to brand communication. From personal experience, the number of printed pieces that we've produced in the last 8 months has dropped considerably, which can only be down to the pandemic. With physical events being cancelled and virtual platforms taking their place, clients have had to invest more in their digital presence, which only accelerates the necessity for digital design and marketing.

In many ways, it’s a good thing. Brands have been forced to go out of their comfort zone and undergo significant transformation to keep up with the digital-first world. But aren’t the best ideas born out of the unexpected and the challenging? Clients have opened their eyes and tapped into opportunities that they might have ignored before, which only expands their offering. And for consumers, it means that they still have access to the brand and content that otherwise they might have missed out on.

Yet, as the pandemic drags on and we all experience virtual fatigue, I think a backlash to digital is emerging. Consumers are going to crave real, tangible creations after many months of only experiencing brands via a screen. Nostalgia and heritage will boom. It’s succeeded before - think the resurgence of vinyls during the Spotify era - so brands should keep this in mind too.

What are the challenges facing young designers who are trying to get their foot through the door during Covid-19?

So much of succeeding in the creative industry relies on networking, collaboration and face-to-face interactions. To enter the workforce when these opportunities are so restricted makes it that much harder for young designers. Remote working has prevented aspiring creatives from gaining hands-on studio experience, which is so important to development. Creativity thrives on human conversation and engagement, and the best ideas come from working with and learning from other designers. And that’s only if the jobs are there in the first place. As studios and agencies freeze their hiring initiatives to survive the economic impact of the pandemic, a whole generation of creatives are being denied entry to the industry. If they have the means, creative workplaces should offer their advice to young designers whenever they can during the pandemic. Whether that be through an informal Zoom “coffee” or a portfolio review, there are countless opportunities to offer aspiring creatives useful and practical guidance which doesn’t cost much money or time.

What role does authenticity play in connecting brands with their audiences?

Authenticity is vital for today’s consumers. Gen-Z especially have cottoned onto disingenuous brand campaigns, whether that be leaping on the environmental bandwagon or only supporting LGBTQ+ consumers during Pride month. If a brand is seen to be inauthentic or exploitative of global issues, it really is a deal breaker. Only those who put their money where their mouth is can succeed in the current market. Our role as a branding agency is to first and foremost understand our client’s persona and individual offering. Every client is unique and has their own story to tell, and building an authentic narrative out of this is a good place to start.