Q&A with Dow Design’s Creative Director

What makes Dow Design different from other design agencies?

“There’s a cliché about designers dressed in black polo necks, with black rimmed glasses being terribly precious and elitist about what’s cool. I like to think we’re more in touch with real people, that goes for both clients and consumers, and helps us create effective designs that get results.”

What is the most important information to have as you begin a new brand project?

“Understanding the consumer. If we know what they really think about your brand, product or company, and what matters in their life, it is easier to bridge the gap between where you are and where you want to be as a brand or business.”

Does that change if you’re researching brand and packaging design for export?

“That’s an interesting one. We have designed multiple brands and packaging for international brands, more and more so for the booming Asian markets, and recently an exciting food product launching into Spain, France and Italy. We do enjoy the challenge and it’s fascinating to learn about cultural differences in attitudes, behaviours and languages, the French for instance have a very unique stance on breastfeeding!“

“What we already know is that people everywhere respond to authenticity, reliability and good ideas. If you have a really good product that fulfills a real need, the best thing as a brand is to express your story as honestly and as clearly as you can.”

Do you have a favorite New Zealand brand right now?

“Stolen Rum. I wish I had created that brand, and I wish I was those guys. I like the story of how hard they worked to create something authentic with a unique spin on it. The product has a striking flavour and I think the name and the identity are clever clever clever. Love it.”

Where do you get your insights on brand design?

“I like to just let life in, more than hunting specifically for things labelled ‘brand design’. I think there is so much to learn from seeing all of the stuff that surrounds us. Sometimes the stuff that is not consciously ‘branded’ is all the more powerful at connecting with people.”

“For instance those signs people take photos of and send in to Sideswipe [column of the New Zealand Herald newspaper]. It’s interesting to see what gets people’s attention. I love words and humour.”

What do you do to maintain your creative edge?

“I have a very large wardrobe!”

Tell us about Floyd

“Floyd is the main man in my life. He’s a rock star. This can be a little tedious when you’re out with him because he gets mobbed and people want to take his picture all the time. But he is desperately handsome. Also big and hairy. That’s my preference in guys.”