June 3, 2008
Michael Osborne Shares His Puzzle Pieces.
Coming on the heals of this Spring’s 2008 AIGA Y-Conference on Sustainability in Design was the recent AIGA San Diego Student Portfolio Review event. These two events seemed connected in my mind by how they both contributed small puzzle pieces of what I’m sensing is a rethinking of what will make design more relevant, or meaningful, in the coming years. (You might say brands and marketing are more relevant now than ever, but hold on.) Both events moved the design conversation away from “trend-talk” and, instead, showed how designers willing to apply their unique powers of influence and communications will undoubtedly change-thinking and stimulate positive action. (Lord knows there’s a huge market in our growing national “change needed” sector.)
The AIGA Y-Conference on Sustainability began the conversation shift. And Michael Osborne layered onto it when he spoke about the pro-bono efforts of his San Francisco studio MODSF, and how his team is efficiently directing some of their energy and skills to causes in need of a louder voice. I see a consciousness shift beginning in the new crop of designers – and it’s exciting. Osborne is a kind of design pragmatist, willing to share his abilities with as many as he can, rather than insisting they always go to the highest bidder. It’s a Target-like, egalitarian approach. In fact, his currency seems to be highest-need rather than fattest-wallet. And it doesn’t hurt that he’s an astute business man, creating the success that can fund the causes of choice.
The “shift” happens when the talented designer recognizes their most valuable currency is in their ability to reach people, to communicate. Michael Osborne and Free Range Studios are examples of studios changing the design dialog by shifting their intentions.
Learn about Michael Osborne at www.modsf.com/ Visit Free Range Studios at www.freerangestudios.com/