Trumpet blowing

NEWENGLISH DESIGN winner at DBA Design Effectiveness Awards 2019 for Beeston Library.

Creative agency Newenglish Design has won a Prestigious Award for its work on Inspire Culture’s Beeston Library, Nottinghamshire at the DBA Design Effectiveness Awards 2019. These Awards recognise projects that demonstrate design’s tangible effect on a business by drawing focus onto design’s strategic and commercial value.

The creative work resulted in a 62,721 increase in library visits, a 42% increase in new members, 135% increase in event attendance, and a 300% increase in room hire income.

Entered jointly by client and designer, the DBA Design Effectiveness Awards are an annual event that provide powerful evidence that design thinking combined with business acuity can bring about the right conditions for business transformation to occur.

The shortlisted winners had been selected through three rigorous rounds of judging, by a panel made up of design and marketing heads from leading brands and organisations.

Read the press release

Inspiration in the ordinary

Us designers sweat over ideas, based on a client brief and deep understanding of their business challenges, carefully styled and crafted to reflect the brand personality and tone of voice. On the other hand is the vernacular, the incidental designs in our every-day environment which people have crafted to communicate what they need.

From the delightful to the cringingly bad, this art of the people, or mingei (as it’s referred to in Japan) is often the wallpaper of our urban lives. Being influenced by the rude and crude (rudimentary and unpolished) of ‘street style’ is nothing new. In fashion for instance, the UK was an outstanding influence on Jean Paul Gaultier in the 1980’s and graffiti in many forms has found its way into main stream design.

It’s when we are experiencing the unfamiliar surroundings of a foreign country that the ordinary really comes to life. Well, at least that is what I found when we were recently visiting northern India. Here are a few examples of what we captured, some are designed brands, the rest is created from necessity or the love of making something special.

As designers, our way of seeing the world around us means that we are influenced consciously and unconsciously by our experiences, often recording in our memories or photo, those things which build our visual resources. We believe what we do is more than mark-making. With an excellent idea, design becomes memorable, impactful, and able to change perceptions. This also happens in great vernacular design.

I hope you enjoy this small selection from our way of seeing in northern India.

Ghandi’s signature has become his brand, along with his spectacles.

Le Corbusier: Branding an Indian City

WAYS OF SEEING: Sharing inspiration from the world around us

We’ve been visiting Chandigarh in North India last week to see Le Corbusier’s civic buildings throughout the city (a World Heritage site), along with his clever symbol for the city. 

Designed after WW11, an outstretched hand, forming a bird of peace, his rationale, ‘an open hand cannot hold a gun’, straight to the crux of it. An excellent example of brand design based on a strong idea, beautifully executed, which lasts the test of time. In the true unkempt Indian style, it remains pride of place on government department signs round the city and public information signage as well as the original sculptural form. Standing at 26m high, rotating with the wind direction, above of a sunken public speaking/meeting place for the local people. Sunken to keep it cool and contain the noise of city gatherings.

Test Pattern N°12 by Ryoji Ikeda

This week Newenglish visited Ryoji Ikeda’s ‘Test pattern N°12’ at Store Studios. Ikeda’s test pattern project consists of converting data from photographs, video, sound and music into binary visuals of black and white flashes. Previous installations of this have seen him take over the screens of Times Square (New York) to Elevation 1049, a festival in the Swiss Alpes. At store studios, test pattern N°12 finds itself in an intimate high ceilinged room, in which the binary bars fill the floor – whilst the viewer is also bombarded by audio that sounds like a digitised morse code. Upon entering the exhibition, we were immediately taken aback by the shear energy and intensity of the installation; yet soon joined other viewers in sitting on the ground (where the test pattern is projected) and taking everything in.

We were taken in by Ryoji Ikeda’s breaking down of the boundaries between art, sound, experience and the digital world. The intensity of the Japanese artist’s binary projections push this idea in an inspiringly whole bodied and uncompromising way. Whilst walking around the space we found ourselves imagining future worlds where data itself becomes art, through non-consumable media’s such as binary and other code that make it feel some how mysterious and omniscient – just as ancient art must have seemed at a time when people only saw a handful of images in their lifetime.

Looking forward, could we as graphic designers improve our practice by adopting Ryoji Ikeda’s experience led approach? Would grasping at all the human senses (opposed to solely sight) help us to fore-fill our role as communicators? In many ways we are already beginning to see this shift in the realm of graphic communication as clients seek out more engaging concepts – achieved through moving image and experience design (for example for our recent Honda Marine stand at SIBS we incorporated the sound of Honda engines under the water in order to make our communication more immersive). Could creative approaches like this be the way to capture the consumer’s attention in a world in which they are forever bombarded by video, images and mobile alerts?

Southampton International Boat Show 2017

Newenglish created an eye catching product driven stand for SIBS 2017.  The stand featured a number of new models as well as highlighting Honda’s innovative technology with a series of interactive informative displays.  The double height structure created an eye catching central hub for the stand, (and shelter to avoid those inevitable showers), with the structure itself allowing us some large areas with which to show the boats in use with lifestyle photography.
Newenglish have also created the brochures and photography, which were used across the stand to great effect.  If you look closely at some of the shots you might spot our marine model… well done Matt you really look the part… Matt gets all the best jobs !