Introduction to Design & Craft

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Dave Benton was recently inspired by the contents of the SoDA Report and weighed in with his thoughts about the power of design and craft in our world. 


We are living in an incredible time where technology is allowing us to craft experiences we couldn’t have imagined 10 years ago. And while we are certainly enablers of change in most situations, we are helping brands react to the changing world and industry around us at a break-neck pace.


As active participants, we are excited about doing our part in this transformation. We are fastening our seatbelt for this fast-paced ride where we spin up teams faster than ever, learn about our users and embrace the unknown. 


The articles in this section of The SoDA Report are exciting. They take readers on a journey proving that our industry of “digital designers” are poised to take giant steps forward. A constant theme within this section is the idea that our design work is moving away from screens and emerging in the physical world around us. The rise in importance of the physical experience, of using a digital product in a real-world environment, and the profound effects of these experiences are now larger than ever.


And it is no mistake that the rise in these experiences are being designed by agencies known for creating work that once resided primarily on screens. Digital agencies are now leading experts in Customer Experience (CX). Consumer expectations are evolving; they expect harmony between a brand’s digital and physical selves, and they now crave an in-store experience they can’t get online.  We are seeing agencies drop the word digital from their moniker, we are seeing traditionally digital agencies become AOR’s for the world’s largest brands. This is not happening because technology is ubiquitous; this is because we now live in an experience economy.


As our industry is starting to enjoy the fruits of our labor, it is because we have honed our craft focusing on what truly matters: PEOPLE.


I hope that you enjoy the brilliant collection of thought leadership presented within this section and may it provoke inspiration in you as it has done for me.


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