In 1998, Citibank and The Travelers Insurance Company merged. They hired legendary designer Paula Scher to create a new logo. In their first meeting, on a napkin, Scher drew what became the iconic Citi logo. As Scher got up to leave the room, someone from the Ci... See more

All of sudden, we weren’t just designing something visual, but we needed to understand human behaviour, to see ourselves in other people’s contexts ( don’t get me started on our empathy phase!!! ), to learn how the decisions we made could affect a company’s bottom line, etc.

But along the way, we lost something. The actual work we were producing. W... See more

For starters, the value of creative work will shift from outcomes to process and ingenuity. The original idea, the judgment, the innovations in process, and the story become more important than ever. As any art collector knows, in a fine art gallery, a piece is valued based on its lineage, its originality, and the trials and tribulations of the ar

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