We were extremely pleased in welcoming Lincoln graduate Tom Lovell back this week, to share his experience and insights with our second year students.
Tom left us in 2009 and was one of that year’s featured Best Graduates in Creative Review, also winning best in category at D&AD New Blood. He went on to work at The District and then The Partners and he’s currently working freelance in London.
Tom joined our students while they are busy working on a design for Brand Identity brief. He came to talk about his experience and thoughts on design in this area.
Tom’s talk – 90% of design isn’t design – really struck a chord at this time with the students as they are beginning to design for a brand experience – that involves so much more than a logo.
Tom critiqued some existing brands and approaches whilst taking us through his own experiences on several high profile brand identity projects. Central to all of this was the way that a Brand needs to connect with people – it’s about feeling, association, promise and emotion.