Ashwinn Krishnaswamy, Partner at Forge, shares his journey from finance to design, the processes behind creating successful brands, working with clients, and starting his own social media content. Topics include navigating design discussions, billing methods, and creating engaging video content.
Thoroughly assess client understanding before starting a project to define core problems effectively.
Distinguish between trivial details and crucial project aspects to guide discussions towards key decision-making points.
Distill complex messages into clear statements to resonate effectively with the target audience for better understanding.
Balance client input on aesthetics with professional expertise by educating clients on design decisions and aligning choices with project objectives.
Deep dives
Understanding the Client's Business and Needs
Before diving into a project, it is essential to thoroughly assess the client's understanding of their own business and needs. Clients often come with a preconceived solution rather than focusing on defining the core problem. It is crucial to differentiate between trivial details and the fundamental challenges at hand to steer the project in the right direction. By peeling back layers and reframing the conversation, clients can achieve greater clarity on the real issues that need addressing.
Navigating the Bike Shedding Phenomenon
The concept of bike shedding highlights how discussions tend to focus on trivial details rather than the crucial aspects of a project. Clients and team members may get fixated on minor elements like colors and fonts instead of addressing the larger strategic challenges. Recognizing these tendencies can help guide discussions more effectively, ensuring that energy is directed towards key decision-making points rather than getting lost in minor details.
Conveying Value and Simplifying Complex Messages
When a company struggles to convey value in a concise manner due to offering multiple complex reasons for its product or service, the challenge lies in distilling these messages into a clear and simple statement. The process involves highlighting one or two core ideas that encapsulate the essence of the offering, streamlining the communication to resonate more effectively with the target audience. Case studies demonstrate the power of simplifying complex messages for better audience understanding and engagement.
Balancing Client Input with Expertise
Balancing client input, especially on aesthetic elements, with professional expertise is a common challenge across creative industries. Clients often provide feedback on design details based on personal preferences rather than strategic considerations. Professionals must navigate this dynamic by educating clients on the rationale behind design decisions and guiding them towards choices that align with the project's objectives. The ability to convey expertise and value in a way that resonates with clients is key to successful project outcomes.
The Value of Taking Creative Risks in Branding
Taking creative risks in branding, such as pushing boundaries in visual identity and messaging like Liquid Death does, can lead to differentiation and success. By challenging conventional norms and appealing to a specific audience willing to engage with unique and edgy content, brands can stand out and build a loyal following, even if it means alienating some potential customers. Liquid Death's success showcases the importance of being bold and authentic in branding to attract the right audience.
The Importance of Defining Problems Before Designing Solutions
One of the critical points highlighted is the necessity of defining problems before jumping into design solutions. Many younger designers tend to focus on aesthetics without fully understanding the communication challenges and strategic goals of a brand. It is essential to delve deep into the core problem a brand is facing, identify the target audience, and communicate effectively through design to differentiate and create impact.
Challenges in Seeking Approval Based on Personal Preferences
A common challenge discussed is seeking approval based on personal preferences rather than strategic brand goals. The reluctance to take creative risks due to fears of negative feedback can hinder innovative branding efforts. Encouraging clients to shift focus from asking 'Do you like this?' to understanding how designs communicate and resonate with the target audience is crucial for effective branding strategies. Aligning personal taste with brand objectives is key to creating impactful and authentic brand identities.
This week David and Marina of FAME Architecture & Design are joined by Ashwinn Krishnaswamy, Partner at Forge, A NYC based agency that works with growing e-commerce businesses to craft their brand, design, and user experience. Ashwinn talks about his background; studying finance at university; pivoting to design; the processes behind creating a successful brand; working with clients; the story behind starting his own social media content; one of his favorite brands; and more.
EPISODE CATEGORIES • Interviews: Interviews with industry leaders. • Project Companion: Informative talks for clients. • Fellow Designer: Tips for designers. • After Hours: Casual conversations about everyday life. • Design Reviews: Reviews of creative projects and buildings.
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