When I was just starting out in my career, a wise mentor emphasised the importance of seizing every opportunity presented. He advised against dismissing any task as simple or routine, urging me to always seek the potential to create something truly profound.
Always wring the towel dry.
This mindset was put to the test with a seemingly straightforward request from the owner of EH1 Therapies. Concerned that clients might struggle to locate her premises—a single glass door on a cobbled lane leading to a bright basement practice - she asked if I could design something more inviting and reassuring for her door.
As a visual communicator, my challenge was to convey the client's story at a glance. To do this, I delved into a reductive process to distill the essence of her practice. I recalled Ernst Keller's philosophy from 1918, emphasising that "the solution should emerge from the problem itself".
Considering why clients sought Annie's services, it became clear that they desired a breakthrough during their sessions - a 'eureka moment' which delivered a new perspective on the world. With the door being glass and backlit with natural light on the way out, I pondered the possibility of creating a visual metaphor. Annie's aim was that clients would see the world differently on their way out. If I could create something the was puzzling visually, but where the solution was apparent on the way out, this would be analogous to the client's experience of the session.
Serendipitously, Annie's practice name lent itself perfectly to this concept. The idea of a 'puzzle/ solved' visual treatment resonated deeply with her, becoming her new brand identity across all touchpoints.
Reflecting on this project, I realize how different factors - such as the specific request or the door's material - led me to this successful train of thought.
It's a testament to the unpredictable nature of the design process.
As I look back on that sage advice from 27 years ago, it remains as relevant today as ever:
Always wring the towel dry...
