Does MetaDesign have a formalized process of creative exploration and revisions?
BW: The “format” of creative exploration is usually left up to individual designers, though I provide guidance and direction where appropriate. I have been designing for over 25 years, so my experience helps guide designers in avoiding common dead-ends or, more importantly, to find fruitful lines of enquiry. As for revisions, we do have a formal process where the chosen direction is refined based on both client feedback and my direction. When discussing final directions with clients I try to remove as much subjectivity out of the equation as possible. As experienced designers, we simply know what works and what doesn’t. That experience is what clients are paying for. CP: While the client places their trust in the experience of their hired designers, certainly they often have strong opinions about specific visual elements or ideas — how do you effectively remove this subjective influence from the evaluation process? BW: Deftly. Sitting in front of a CEO — or board — and telling them why
