AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact
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This document introduces Robin Tooms and Ashley Rundall of Savage, a company focused on purposeful design. They discuss how design is often seen as a factory rather than a strategic process, and how focusing on purpose over execution leads to more effective design. Savage's approach, called "Savage Thinking", is to reframe problems in a way that connects people to a shared purpose. Their goal is to inspire people through design rather than manipulate them.
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AIGA Voices: How to Think Like a Savage – Creating Purposeful Design and Real Impact
- 1. SAVAGE THINKING TM Becoming more valuable through purposeful design
- 2. HELLO!
- 3. HELLO! I’M ROBIN TOOMS Principal, VP Strategy at Savage • Designer MBA • Brand Innovator • Change Agent
- 4. HELLO! I’M ASHLEY RUNDALL Art Director at Savage • B.A. in Advertising and Design • An Eternal Student • On Purpose Designer
- 5. THE THINKING & MAKING CONTINUUM THINKING MAKING
- 8. WHY WE NEED TO DESIGN DIFFERENTLY
- 10. No, it’s not as easy as 1-2-3.
- 11. WE ARE NOT SEEN AS VALUABLE
- 12. When companies cut costs, design and marketing are usually the first to go.
- 13. IT’S EVEN WORSE WHEN WE DO THIS TO OURSELVES
- 14. Design critique sites often focus on critiquing the execution rather than the strategy.
- 15. New logo? Game on! Graphic design criticism is now a spectator sport, and anyone can play.
- 16. Rebrands fail when people don’t understand “why”
- 17. WE HAVE THE ABILITY TO HELP PEOPLE CONNECT
- 18. THE BETTER PATH – SAVAGE THINKING
- 36. connection with purpose reframe as purpose
- 38. HEAD
- 39. HEAD HEART
- 40. OUR GOAL IS TO INSPIRE PEOPLE TO TAKE ACTION
- 41. INSPIRE VS. MANIPULATE If you want to build a ship, don't drum up people to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea. Antoine de Saint Exupéry
- 42. “Count on Carter’s” Tagline and Campaign
- 43. Nike’s “Find Your Greatness” Campaign
- 44. TOM’s “One For One” Purpose
- 45. BASF “We Create Chemistry” Purpose
- 47. CHALLENGE THE TRADITIONAL ROLE OF THE GRAPHIC DESIGNER
- 48. DESIGN HAS THE POWER TO ALIGN PEOPLE TO PURPOSE
- 49. CREATE WITH PURPOSE AND YOU WILL BE MORE EFFECTIVE AND VALUABLE