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

Intersection: The Boundary

Physical / Imaginary boundary


2 minute video of

fluidity of borders of Europe from 1152~

What does boundaries do?

boundaries of football game – rules, regulation?

The Liminal


The Exclusion Zone –  IN / OUT 체르노빌


I think there is no boundary between nature. sex. It is all made.

We can break boundaries with technologies.

The Boundries of Decency – Taboo


A Boundary is a definite place where your responsibility ends and another person’s begins. It stops you from doing things for others that they should do for themselves.


7.reaction formation
9.regression  피피티 넣기


!! the 7 deadly sins
1. lust 2. gluttony 3. greed 4. sloth 5.wrath 6.envy 7.pride

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 –

Intersection: The human condition

Martin Hosken

Philosophy : the study of the fundamental nature of knowledge

Love of Wisdom / An adventure of ideas

What is the nature of our reality?

Metaphysics – investigation of ultimate reality, Ontology

Epistemology – the study of origins, validity and limits of knowledge

Ethics – Morality, judgment, relationship between individual and state

Aesthetics- Nature, beauty and judgments of perception


If you could choose just one thing to change about the world, what would it be?

wrongful death,  death without reason, death with reason


“The consideration of that relativity is like playing a football game.”

Rationalists  – Pythagoras : Alll is  numbers

Socrates: pretty argutative,

Plato: efficiency

Aristotle – Basic

Polytheism(many gods)  –

Monotheism(single) – first strings in the land of cannon. abraham is tested by a mighty God. His son Jacob wrestles with the angel. This God says no you cannot know

아브라함이 아들을 제물로 들

Alchemy(연금술)  ????  it led to develop periodic table

the Philosopher’s stone 읽어보기

the relation of Theology and Philosophy

Rene Descartes – I think therefore I am
Rigorous self-examination of knowing

John Locke(1632 – 1704) –  the father of liberalism

Edmund Burke(1729-1797) –

Immanuel Kant (1724 – 1804) – the critique of pure reason. knowledge glasses( 지식의 안경)

Hegel 히글 ㅋㅋ

Soren Kierkegaard (키르케고르) “I stick my finger into existence. it smells of nothing”
“God has hidden himself, we are in absolute isolation”
“Teleological suspension of the ethical”
아브라함이 아들을 희생하는 이야기를 새로운 결론으로 쓴 책

Edmond Monk

Frederick Nietzsche – No belief , Nihilism. the industrial revolution and science set a steady course away from God toward non-belief.
      Look what we have done

looking at philosophy without memorising but rather understand and debating…


This is not a pipe.


……. 알게 뭐야? 이 렉쳐에서 내가 얻어가야할 것은 무엇일까?

Jean-Paul Sartre(1905-1980)

very dense
Philosophy as a way of life
Anxiety and authenticity

The concept of the boundary (in general)

Brief 2: Intersection


[what design can do] conference

The starting point is asking questions!

A. Responding to need; change, good, belief,

“Design for the public good implies that there is another kind of design for the public bad, usually meaning design for corporations. We live in one World. It all matters.”
– Paula Scher


Massive Change

Park(ing) – from the film ‘Urbanized’
Reclamation project started in San Francisco in 05′ as a Guerrilla art project who converted a single metered parking space into a public space.
Q – Who was response of that?

if we think ourselves as a ‘Design thinker’, the result could be anything. Problem solving

Depaul – another side to the story. Challenge preconceptions about homelessness.

Global warming – Ice cubes with a message / engage other audience to think about it more

B. Defining a need; audience, empathy, capturing essence, research

“From designers we ask for a designers world that has meaning beyond the resolution of purely functional needs, one that has poetry, communicates subtly something that makes sense,~~

you are equipped with visual, poetic, creative thinking skills – bryan

Core Process;
double diamond

교육, 노인, 삶의 질, 변사,

Module overview;

  • develop a design interface in response to an identified need
  • gain an understanding of contemporary user entered design principles and design mothodologies
  • reflect on the theories and constructs of the behavioural ~


MA journey of adventure


Before the course began, every time I talked to my family or Korean friends about my major I applied for, they had no idea what communication design was. People in Korea questioned me back,

“What is communication design?”

“What subject will you be researching?”

I presumed that not knowing what design is seemed to be a chronic problem of my country. Because to most of old generations of Koreans, when they think of a designer, the first thing that comes up into their mind would be an old famous fashion designer, Andrea Kim. However, these questions provoked me to go back to the basic question. “Yes, what is communication design? What have I done in my bachelors for four years?” While I felt absolutely concerned about my MA journey, the project 1 was given and I was asked to explore aspects of my creative process and myself. I put my effort to enjoy this first MA project as much as I can, since there was an interrogation in my mind.

I became a client of myself as a brand, set a goal to define and develop myself internally and externally. However, while following the course, there was a big hardship that I haven’t thought of actively. The cultural difference in educational system has been a big challenge to myself. I surely predicted it was going to be totally different to system of Korea’s, however, the lectures and seminars did not let my brain stop. They continued me to think and think again. I realised how my thinking process remained on excessively result-oriented system and how I was adapted to learning by rote. Plus, my lack of academic English skills was challenging me as well intellectually.

This module advised me in diverse ways. It stimulated me to step out of a result-oriented mind and taught me how design process is critical for creative practice.Through lectures and seminar with provocateurs, I became more interested in knowing how others’ creative process rather than searching for their outcome, and these were indeed informative while working on my own methodologies.

The terminology ‘Deconstruction’ was one of the biggest reason which led me to choose MA Communication design here. I was looking forward to working on ‘deconstructing’ myself. Even though I had to face many daunting tasks, now I figured the purpose out on why I am on this journey.

I would say that this entire journey of this project was an adventure with joy, excitement and a feeling of tension.