DesignStudio, responsible for the recent Airbnb rebrand, believes if you really want to benefit from design thinking, it needs to be incorporated from the start of the project. Co-founders Paul Stafford and Ben Wright found that all too often large agencies were not consulting designers until the last 20% of the project.
We didn’t understand why design wasn’t at the forefront; why designers weren’t in the initial meetings…One of our founding principles was that design and designers were always in the project from start to finish. Design thinking is a bit of a buzzword but we didn’t set up on that, it just kind of made sense for us.
As their studio grows, Stafford and Wright are focused on hiring designers as oppose to account managers to avoid the disconnect additional hierarchy can cause. Designers will still have the support of client services and project managers, but they will always be directly involved in the projects. Wright explains, “I think for designers that’s a huge motivation, stripping away account directors and allowing designers that ownership.”