Digital is not the only contributor to the future; great design is what underpins great digital according to John Mathers, design director of the British Design Fund, an early stage investment fund that invests in, and provides support for, early stage UK product design.
Speaking exclusively to The Drum, he believes that it is a really important time for design as a contributor to the economy. A 2015 report by the Design Council showed that the design economy generated £71.7bn (7.2%) in gross value added (GVA).
Mathers explained further: “There is a sense that digital is the future, but actually, great design is what underpins great digital. In some ways, the importance of design has been forgotten in recent years and with The Drum going back and really banging on about how important it is, it goes back to the root of what makes our industry great.
“Design is all about the really big ideas which are beautifully crafted, which is the essence of what we want The Drum Design Awards to look at.”
The Design Awards recognise great design being produced across the UK and around the globe and give the opportunity to agencies, individuals and companies to see their best design work rewarded.
Spencer Buck, a member of the 2017 judging panel and creative partner and founder of Taxi Studio Ltd, said that 2018 is all about doing more. He added: "More than ever before, clients regard design as the most important aspect of their marketing efforts.
"What this means for agencies and the industry is more blurring of traditional creative boundaries, more collaboration, more cross-pollination of disciplines to provide more joined-up brand thinking and creative solutions for brands.
"The 2018 entrants should only enter the work they really believe in. The judging rigour at The Drum Design Awards is incredibly high."
The Partners, snapped up the Grand Prix award at the 2017 ceremony for their work with the London Symphony Orchestra. Executive creative director, Greg Quinton, said: “The 2018 entrants should create (and enter) work that touches the soul – that is the perfect combination of a great idea with astounding craft. That breaks away from the norm, that is cut-through, innovative, exciting.
“Entering these awards gives us an opportunity to come together as an industry and celebrate what we help our clients achieve; and because competition is healthy – it spurs us all on and makes us push our ideas to their full potential.”
The Drum Design Awards are now open to entries. Submit your work before Wednesday February 21 for a chance to have your work recognised as the best of the best.
What categories will you enter? There is a wide variety of design areas you can choose, including: Identity Design, Packaging Design (both graphic and 3D), Copywriting for Design, Website Design and many more.
Sponsors for the awards are Tomorrow London and NB Studio.