James McGrath interviews Round Melbourne’s Michaela Webb on latest Creative Relay podcast
Never one to follow convention, James McGrath has taken The Creative Relay on a design tangent interviewing Michaela Webb, creative director and founder of Round Melbourne.
Giving an insight into the thinking behind her design process, Webb reveals how her background in lecturing sparked a career-long interest in the forensics of creating great design. She believes respect for the process and humility in the designer’s role within that are crucial.
Says Webb: “Graphic design can be arrogant and take over – but we have to portray the client’s intent and not our own.”
This focus on client ownership follows through to the delivery of work. In contrast to the approach typically taken by advertising agencies, Webb sees ideas as belonging to the client.
Says Webb: “It’s there’s, not ours. We can’t be so precious as to hold onto them – we need to let them continue to grow. Some of that empathy might be good for advertising agencies to learn.”
Webb also notes differences between how ad agencies and design firms present their work, relying less on big presentations and opting for transparency.
Says Webb: It’s about being confident enough to allow the clients to see the process.”
For host Paul Dunne, the design detour has highlighted the different approach design firms take to the briefs they often share with agency partners.
Says Dunne: “I’ve been intrigued by how design firms often grasp the essence of a brand while the agency struggles with it. Hearing about Michaela’s process help explain all that.”
For Dan Higson, creator of the podcast and producer at Smith and Western Sound, Webb’s inclusion has continued to broaden the creative conversation.
Says Higson: “We’ve now spoken with ad creatives, film directors, entrepreneurs and designers. It’s great to see the interplay between all these creative industries through the relay format.”
The episode, along with the entire podcast series, is available on iTunes or on thecreativerelay.com website.