Opinion

Sod the greenwash, just stick to the brief

When it comes to designing stuff better, it all starts with the right brief. Companies need to first question their sense of purpose then apply value to it, argues Mark Shayler

As I said in my last blog, if you want a better answer then you need to ask a better question. This sounds like something from the University of the Bleeding Obvious, but very few companies set their designers effective briefs.

We produce some of the world's best design brains, but then don't give them the freedom to create. I have worked with product designers for years and they're creative to the core. But they also stick to the brief. Don't get me wrong - some of them question the brief, but others treat it like a gospel.

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Editor's Blog

Masdar: we built this city on dust and oil

In 2025, the world's 'most sustainable' city will open its doors for all to judge. Masdar City, when it is built, will rely entirely on solar energy and other renewable energy sources, with an ecology based around zero waste and zero carbon.

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