Designing for life
Ahmad Al-Saadi, the general manager at Gulf Advertising in Business (ADinB), questions whether it is strategically important to design for life to create a successful sustainable brand.
We are constantly kept on our toes in the ever-changing world of design. The design industry is a pressure cooker for accountability, and we need to defend and prove its value continuously. Staying abreast of changes is undeniably what makes successful, clear, future-centered designs valued, both creatively and commercially.
It is essential for creative agencies like ADinB to not only think about brands and rambunctious design but to recognize and understand the needs, desires and expectations of the consumers and how they will then interact with the brand, both in the present and in the upcoming future years. Making sure to design and communicate a sustainable brand that is emotionally appealing, responsible, and can authentically fulfil and meet those expectations is crucial.
By co-creating a sustainable brand's aesthetic, voice, and overall impact on its audiences, ADinB brings humanity, influence, and vision to every interaction. Ensuring the brand's values are translated visually, aesthetically, and intricately all while putting the customer before anything it does. Living up to the 'design for life' attitude by being more human-focused. After all, adopting a customer-first discipline is what truly ensures the success of a brand.
With over 20 years of experience in the creative industry, I have witnessed an undeniable shift in the design scene where a need for a more humanitarian approach was born. Designs needed to be more attractive and captivating for audiences, while being ever-changing and adopting a holistic approach as we live in a constantly changing and evolving world.
Designing for life means that we are helping our clients look beyond the now or the current trend; we insist that a long-term vision of people's needs is a necessity. It is no longer affordable to focus solely on immediate problems. By evaluating and focusing on certain life changes and patterns, we can easily discern how designs will be successful and appropriate for people's lives today and in the future. ADinB is introducing innovative solutions for visual communication: creating a universe that envelopes the consumer, connecting them to the brand, subject, or design at hand, provoking emotion through sound, movement, and visual expression.
Creative communication is not one-dimensional but rather has multiple facets, each of which needs to be optimized as equally as possible to achieve the best relatability to the targeted audience. As we future-proof designs for consumers' lives, we are also focusing on bringing communities together, business growth, brand durability, and sustainability. Ultimately a brand is nothing if people aren't able to connect to it or develop an interest in it. This is why design for life should not be solely viewed as a modern approach in today's design scene but as a necessity for the future.
