Dissertation: Graphic Design – Keeping Original In An Overly Competitive Market

Dissertation: Graphic Design – Keeping Original In An Overly Competitive Market
As society today goes, graphic designers have to push the boundaries of reality and constantly reinvent trends in order to keep their ideas unique. This puts immense pressure and strain upon the high end of the market where the best designers strive to work. Originality therefore is the key to these ideas, whether it is simple but effective or stupefying and indulgent. By selecting a number of stylish design firms and designers to study, a closer look can be taken at competition within the market and whether originality does indeed regulate the industry.
The firm Intro offers graphic design, moving image design, copywriting, web design, product management and, I quote, “most importantly – fresh in formulaic thinking”. The need for powerful and effective communications has never been greater. But ironically, the modern world is saturated with boring, tasteless consumer messages. Everything within the market is similar, Intro however work with a fundamental alternative; effective campaigns incorporating visual communication with an edge.
Intro have a dynamic back catalogue of clients and have worked for some of the best in the business. Former clients include Channel 4, Sony, Ministry of Sound, Virgin, Mercury Music, This is Real Art, F1, Jaguar, and perhaps more recently Chemical Brothers, Feeder and Primal Scream.
This impressive record of previous clients shows just how professional the company is. One reason for such a back-catalogue may be down to the diversity of the company, as they are not tied down to a particular field of design and are prepared to be flexible to tie in with the needs of their customers. This gives a much greater angle for originality to be fulfilled.
Intro have established there own signature style by combining live action with archive-footage and highly-styled animation, one example of which being for the v