October 28, 2011
Brian Collins’ Principles for Design

Brian Collins founded the Brand Integration Group (BIG) at advertising giant, Ogilvy and now heads up his own design and innovation consultancy, COLLINS:. He spoke at Design at Scale and gave an informative behind-the-scenes look at his life as a designer behind advertising lines. He concluded with a useful set of principles that we would all do well to remember:

1. Say Yes to Everything and Anything
"Ad guys are good at this. I don’t think designers are. Just say yes."

2. Ask What is the Biggest Problem This Project Can Solve?
When asked to do a billboard for Hershey, Collins and team opened a Hershey store. When asked to launch Dove moisturizers in Canada, they created a global photography exhibition. There’s a fine line here, but it’s useful for designers to remember that they’re being hired for their creative input, and clients should welcome smart input that can elevate an idea.

3. Drive Story Through Everything
"If you’ve ever read a story to a child, you know they’re in control. They’ll ask ‘and then? and then?’ What happens next is the story. It’s a powerful way to build brands.”

4. Persist. Persist. Persist.
"I’ve had remarkable public failures, and I’ve had remarkable public successes due to working with some remarkable people." The only thing to do is just keep on going. 

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