Also from MUH-TAY-ZIK | HOF-FER is the similarly impressive Ekso Bionics site, which is another tight marriage of design and story.
What’s going on here?
Each of these sites illustrates the immense power of the creative story and makes it easy to see that design is fundamental in telling that story. No story, no design. No design, no story. I can’t underscore this enough. Without story, design is decorating. Arranging colors and shapes looking for something “cool.”
Here’s the thing. For the designer, the story is where the money is. It’s the value that you bring. In many cases, the client/boss/ committee hasn’t fully articulated the story. This is normal. Your essential work is to get in there, collaborate, facilitate, bring it into the light, then bring your creative vision to bear on it.
Only once you have the story will you have something to design.
And only when the story is told will the client have something worth paying for.
Together you can move mountains.
It’s not only that it’s value added. It’s a gift you have, and a responsibility — that of making visible what others can only think or imagine.
It’s what sets you, a designer, apart from the masses of low-budget, crowd-sourced decorators.