Meet Andy Budd, one of our graphic designers.

Which three words describe you best?
Patient, Persevering, Positive

How do the rest of the team see you?

Tori: Resilient, Supportive, Laid-Back
Rob: Quiet, Dedicated,
Ed: Thoughtful, Skilled, Friendly
James: Patient, Amiable, Presentable
Kathy: Considerate, Calm, Cool-Headed

You worked in the design departments of a few businesses before starting at James Good. How does agency life compare?

I’ve found that James Good is an altogether different working environment. The pros seem to significantly outweigh the cons...

Things that make me happy:
More opportunity for creative freedom in projects.
Possibility of designing literally anything.
Being part of a design community amongst like-minded folk who are equally as passionate (some may say geeky) about the little nuggets of design gold we occasionally stumble across in life - be that a wonderfully witty ad or a perfectly formed font.
Challenge of striving to attain a higher standard of design and a chance to learn from a truly talented bunch of individuals.
27 inch iMac with CS5.
Beanbag time.
Subway on a Thursday.
Constant supply of coffee.
Therapy sessions with Bailey (the office dog)
Chance to work in a fantastic new design studio for 2011.

If I ever moaned, I’d probably grumble about:
It’s harder than you might think to come up with an original concept!
Most of my time is billed to various clients, so I have to carefully account for every minute of every day - a necessary evil!
Having to make changes to designs that I have put my heart & soul into because of a picky client - a little piece of me dies inside when this happens.

Would you agree with what seems to be a common perception within the creative media that design is generally undervalued in the business community?

To some extent, yes. I think a lack of understanding of the positive impact of good design can be a problem and it’s something which we as an industry should really look to address. As budgets get tightened and businesses try to save money, some may think cutting design services down to a minimum is the answer. In actual fact, working in collaboration with a designer to maximize the impact of communications, and thinking creatively about new marketing solutions can help to see a business through challenging economic times.

I believe businesses are becoming increasingly aware of the importance of communicating effectively with their customers. As competition for sales increases there is a realisation that you have to capitalise on every single opportunity as effectively as possible. In our increasingly fast-paced one-click world there is a need to make those few seconds of interaction with each customer count. Businesses are beginning to understand that in this circumstance good design is key. The question is, are they willing to invest in getting it right?

When are you at your most creative?

One thing I’ve learnt working at James Good is that it’s all too easy to jump straight onto the computer to look for an answer to a design brief. It’s something we designers are all to guilty of, firing up Myfonts and drawing shapes in Creative Suite. Don’t get me wrong - there is certainly a time and a place for those things, but the most important basis of any good design is its concept.

I suppose it helps to develop an awareness that inspiration is everywhere and good ideas can come from anywhere. From the moment we wake up we’re faced with a barrage of typography, packaging and logos fighting for our attention. I find that scribbling out even the most ridiculous rough ideas in sketchbooks or on bits of paper as inspiration hits brings out real creativity. I’m getting into the habit of doing more of this.

What would your dream rebranding project be?

Aston Martin - I would have to thoroughly test out the quality of the products first, of course.

Your favourite piece in the James Good portfolio (whether your design or not!)?

Progressive - I really enjoyed the process of creating this identity with James. It’s a totally fit for purpose design based on a solid concept. I can’t wait to see the end result of the print projects we are currently working on for the client.