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Run by the Big Picture (an international qualitative research agency specialising in design research); a competition based on half consumer research and half design. "Ok, here it is: choose from one of these twenty brands and combine great research and visionary design to re-imagine it for the future." The first half, the research, was to explore the trends that might effect the brand in the future. Looking at the needs of the consumer, the role of digital design, the economic climate, just about everything. The information then gathered from your research, had to be translated into a design brief and from that you had to redesign the packaging and at least one other touchpoint (eg. identity, digital, advertising). http://designinsightcompetition.co.uk/entry/matthew-crowley/