By Design: Why Dave Watson Believes Empathy is Core to the Craft
With over 20 years of professional design experience, and a truly diverse portfolio consisting of work with clients like Budweiser, MINI, TELUS, Koodo, Boston Pizza and Nike, Dave Watson is Broken Heart Love Affair’s new head of design.
Previously at Mosaic where he led one of the largest design teams in North America as executive creative director of design, throughout his career, Dave’s work has been recognised more than 200 times by both national and international award shows. Before Mosaic, Dave spent 15 years of his professional journey at TAXI, helping it become named Strategy Magazine’s ‘Agency of the Decade’.
LBB> Tell us about your current role and design specialism(s)?
Dave> I joined Broken Heart Love Affair as head of design, and my mandate is to bring value (through design) to the overall agency, as well as start a new design offering within BHLA’s overall creative capabilities.
LBB> What drew you to design in the first place, and how has your design career evolved?
Dave> In high school, I took a graphic design course, and while it was rudimentary, I immediately fell in love. I was an average student back then, so to find a career path that inspired me and fuelled a new passion was a real gift.
LBB> What aspects of design do you get really nerdy about personally?
Dave> I love all forms of design, but my true passion is branding/brand transformation. I love working with clients that understand that good branding is marathon and not a sprint (stolen from Mr. Michael Beirut).
LBB> There are so many new design tools out - what tools do you like to use and why?
Dave> My brain, and any application or tool that can help me bring my idea to life. Most of my career has been spent within agencies where good ideas are table stakes. Design should be no different.
LBB> ‘Design Thinking’ - thoughts?
Dave> In a few short years, the industry went from loving this term to hating on it. Personally, I still like it if the meaning behind it is about a designer trying to look at a problem from every angle. Empathy is at the core to good design, and as designers, we need to put ourselves in the shoes of our audience.
LBB> What are the most persistent misconceptions about your particular design specialism that you see across the advertising and marketing landscape?
Dave> The phrase that always makes me roll my eyes is when I/we are asked to create a ‘look and feel’. While those two things are, of course, important, good branding is much deeper than that. Good design should be smart, clear, and make the lives of consumers a little easier.
LBB> What design controversies or challenges do you find trickiest to navigate, or do you find yourself thinking about most frequently?
Dave> I think brave clients are becoming rarer these days. Other than a few recent anomalies, the brands that are fearless will reap the rewards by standing out.
LBB> What are some of your favourite examples of creative design solutions that inspire you?
Dave> Anything that makes me feel something. Sometimes that can be the opening credits to a TV series or the branding of a new craft beer; everything that’s done well matters.
LBB> Which design projects throughout your career have been the most satisfying to work on, and why?
Dave> I’ve been lucky to work on some great brands over the years, but one project that stands out for me was being part of the team that rebranded the MetLife Building in New York City (200 Park Avenue). To have the opportunity to work on creating a brand for a building that two Bauhaus masters were part of is something I will never forget.
LBB> What’s going on at the moment in design that’s getting you particularly excited?
Dave> I love it when big brands get it right. When I first saw the new branding for Burger King earlier this year, I knew that it would push other larger brands to make positive changes with their brand identity. It seems to have started a trend that I hope continues for some time.
LBB> Who are your design heroes, and why?
Dave> There are far too many to count, to be honest, but I think the designer that has inspired me the most through my career is Dieter Rams. While not a graphic designer, his approach to design is something I think about probably once a week.
LBB> Thinking of people at the beginning of their career, what advice would you give them for navigating this constantly changing field?
Dave> Never stop learning. Also, never stop!
