Global Practice 2; Service designer Holly Mahoney


Holly May Mahoney
is service design strategist who is currently working as a teaching fellow in Stanford
Holly often calls service design as ‘system design’
– Barclays public bike service%ec%8a%a4%ed%81%ac%eb%a6%b0%ec%83%b7-2016-11-29-%ec%98%a4%ed%9b%84-7-44-35
 She studied graphic design BA in Falmouth and she made a project of explaining/convincing her mother what she was studying for three years.
She worked on a service design project covering transport , education, healthcare and digital technology such as
– Computer game to engage in mental health  (mental health charity)
– Prepare to care project with NHS
– Fearless Learning Project
While doing MA Service design in RCA, she discovered more interest in designing for social impact. After having diverse practice both private and public, Holly joined the Helen Hamlyn Centre for Design in October 2015, working within the Age and Ablility Research Lab. (HHC has three different research lab; Age & Ablility, Work & City and Healthcare)
– Project with Stannah(stairlift)
– Makerversity (@Somerset house) / Konnektis
design thinking 사람들이 이 스킬을 팔고, 가르치지만 designerly 생각을 늘 하지만 이 개념에 대해서 생각/ napkin-full.jpg
d.manifesto in a napkin


BOOK : Creative confidence by Tom Kelley & David Kellem
tackle complex problems
applying design to teaching design! How should design be actually taught! woah
<Stanford design process>
dschool process.jpg
“At the, we learn by doing.”


“Users use, consumers consume, people live.”

Advice for MA students 🙂
  1. Discovery -> definition
  2. Use post it notes! — It makes you think about your idea and make it into short words.
  3. Be positive, Think positive
    —‘YES, and~’ rather than using the word ‘But’
    —Problem statement can be flipped into Opportunity statement!
  4. The power of ‘we’
    — See the difference of result between ‘How can I/WE’
How can I stop leaping straight away to conclusion while I am still defining and analysing?
Idea fridge – put all your idea in your fridge.
Flip side is to do a quick paper prototype! It’s not a bad thing.

Global Practice 1; AKQA


Invest for the possibility of success, not the guarantee!

Ian Wharton (Group Creative director)

스크린샷 2016-11-11 오후 1.51.26.png

AKQA is an ideas and innovation company.
We exist to create the future with our clients.

Working Process used in AKQA
  1. Hardcore research – Reading journal, re-journal it.
  2. Go out and speak to people (physical, digital)
  3. Pretend! Put yourself in the world of that scenario you are working on. Act it out.
  4. Prototype quickly. Jamie Oliver app was prototyped on paper


Wharton gave an example of working with a client from an airport. He said, “When customer asks for a mobile app, what client asked might not be the relevant solution. What they really need was a new signage of a way finding.”
This is the one of the reason why they never used focus group. Customers/clients actually don’t know what they exactly in need of.
He said “Our goal is to create things that are worthy for the investment of people’s time.” 

“Working for clients is charging for people’s time”

Some inspiring thoughts from Wharton
  • Don’t just assume that you know about it.
  • Ask if this would this make their(customer’s) life better.
  • Never leap to a conclusion before you know what the problem is.
  • Stay Simple. Don’t over engine because life is super complex already.

Advice for MA students 🙂
  1. We are expected to create a certainty. But that is entirely wrong.
    –>  Invest for the possibility of success, not the guarantee!
  2.  Unfortunately what world expect you all is to be multidisciplinary of everything.
     If you are born as a designer, don’t assume that you can’t write.
  3. Allow yourself a room to f*** up. Dare to fail. Failure is never fun!
    Allow yourself to write a crap sentence… and nail it.
스크린샷 2016-11-11 오후 1.53.09.png

Work with a social purpose.


21. Oct. 2016 Fri

Naresh Ramchandani  from Pentagram
HSCL 1st agency



Communicare means ‘to share’ in Latin.
To Naresh, Communication is a social act. 어워드에 어떻게 상을 탈 것인가. 물건을 잘 팔 것인가라기보다

  • With Society
    With anyone and everyone
    who’s misheard song lyrics
  1. With anyone who is idealist about a university education (with Sussex uni)

“Let’s change things” built a new manifesto rather than ad rife with uni students smiling on cover. ~with languages that can touch students as much as possible.

Naresh decided to study English literature to know more about wonderful writers and authors to articulate ideas to help society forward.

2.With anyone who feels that elite design might be a sham(가짜, 엉터리)
Elite designers against IKEA  존엘튼과 남편 데이빗을 차용한 ad


3. With anyone who is suspicious of gentrification
“Please do not be forgetting us’ campaign – a local mini market next to Sainsbury
went up

  • for society
  1. For younger people to care about their vote
  2. For all companies to reconcile their profit with their humanity – Al Dabbagh group

we give but we are not donors, we are citizens of the world

      3. For us all to guard and value the English language
he compared ‘jargon’ as a linguistic cocaine

Business jargon /

Pentagram holiday card

4. For all of us to fight the beauty myth – boots No.7

beauty campaign without showing beauty visually.

5. For us all to be greener in our everyday lives – Do the green things

— Not another make-up tutorial

Santa must die

실패하지않는다면 충분히 시도하지않은것이다

if it sth change for someone







Film Henry –

Global Practice: Berlin-Tokyo-NY

06 OCT 2016, Thur

Brighten the corner / Frank Phillipin
6D / Kishino Shogo
The partners

  1. Brighten the corner / Frank Phillipin    

“We like simple design. We like to keep things clear and enjoy editing out all the unnecessary bits that cling to ideas, so you can call us minimalists, it’s OK. But we don’t like dry work. We believe design should be concept driven, personally formed as well as engaging & fun.”

Brighten the Corners is Frank Philippin and Billy Kiosoglou. A German and a Greek, we met studying Graphic Design and set up Brighten the Corners after graduating from the Royal College of Art in London in 1999. We have a studio in London (Brixton) and in the Odenwald (near Darmstadt/Frankfurt).

Over the years, we’ve worked with many clients including the Goethe-Insitut, the British Council, the Department for Education, Accenture, and Laurence King Publishing, happily switching between public sector, corporate and cultural environments. All along we’ve resisted specialising. This is important to us, as we feel that doing the same thing over and over leads to formulaic responses, and they never quite work. And it keeps us on our toes, so that we don’t become “those guys who only do annual reports” or something equally scary.

We’ve won quite a few awards as well. Not just for posters, logos, programmes, websites or events we’ve designed, but most recently for the outcome of a university workshop. And we like to keep our hands in many pies: we publish and sell work in our online shop and teach Graphic Design at the University of Darmstadt and UAL: Camberwell College of Arts in London.
For more information about who we are, why we have this name, our manifesto, how to brighten the corners, or a list of our awardspublications (print, online & TV/radio), talksexhibitions and clients, click accordingly.we’ve kept our studio small.”



When working borderless, meetings / concepts / Skype / layouts / invoicing


Brighten the corner / Frank Phillipin  
6D / Kishino Shogo
The partners

His studio resisted on specialising. But he works on books logos identities posters websites

기시노 쇼고가 최그에 다시 읽고있는 책. 일본의 디자인레전드

People say posters are going to be out fashioned but, paper, books  –

i want people to hold my design in their hand and feel the texture, nostalgic,

producing < experiencing




Brighten the corner / Frank Phillipin  
6D / Kishino Shogo
The partners / Nick clark


dealing with brands in global scale

design and strategy for brands

smart, agile problem-solvers

expert collaborators

80 ppl in ny(10), london(60) and singapore(10ish)

30 yrs of doing it

part of WPP (2000~)


graphic design — brand strategy

same ethos around


colgate 미국에서 큰 클라이언트. 3.5billion consumers!

  • oral care -> smile displays health but also mental health + optimism

— everyone deserves a future they can smile about —



영국이 concept development / ideation에 대한 것이라면

미국은 aesthetic.  energy.


We need someone to come to office and challenge us. Rise that challenge.


designers who can ‘write’ is a big ability.

write manifestos, design beautiful brand…..

Have some Character – Stranger Magazine

Fri, 30 SEP. 1.30pm

Provocateur lecture: Clare from Stranger Collective.


Have some Character

Stranger is a creative content collective that gathers and nurtures the very best talents and ideas, to create words and deliver training that counts.


Our Process

  • Think

Do not write anything before you think / a shiver of ideas

  • Write

A kaleidoscope(만화경) of writers

  • Create

a bazaar of talents


Do words still have place?

Words don’t matter.

Above all else.

Image show you something but words make you imagine.

If words are used properly, used in right way, they have the POWER.



Google Chrome advert. Email from dad.


Compelling narrative.


“The universe is made of stories, not atoms.” Muriel Rukeyser

Story started to exist when there was fire.



Creating compelling characters

* Live it first: completely immerse yourself in it

* Build backstory(배경이 되는 이야기):

* Find the hook:

* Always consider the scene:


Writing with doors open/close à think about who to share with,~~

Just get it down!


Starting from WHY WHY WHY rather that starting from WHAT.


Creative brief for that

To get people excited

John Lewis advert.



Tone of voice consultancy service

* Understanding the brand and all its nuances

* Information gathering

* Reviewing, analysing, considering

* Arriving at characteristics

* Building a brand character or tone of voice position