I sat through a talk with one of the studios designers and was intrigued and excited by their relaxed and realistic outlook on Graphic Design. The importance for them lies with balance in many aspects of the industry. In making sure that work is well informed and the focus is on the process. They make sure they know the clients needs and the brief is written in conjunction with that so that the best resolution is reached.
I think at one point he said that design is boring.... to those who don't do it and so it is silly to talk strange language to someone who doesn't really care if it is serif or sans serif.
Really down to earth but some amazing design. Something I would like to aim towards!
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