The Ascendancy of Collaboration

Successful design is the crowning achievement of collaboration. Not because it's slick and looks good, but because it creates a relationship between a brand and its audience.

Ted Hope said, "the change from analogue culture to a digital one reminds us that nothing is ever finished . . . we can produce numerous iterations, customized for different audiences, platforms and preferences."(1) The best design today is taken from us and used, transformed and built upon by others. 

Collaboration extends the traditional borders of design. The customer experience is so fluid that today we create tools with the idea that someone else, many someone elses, will manipulate them and transform them into a campaign, into a movement. And that's true customer engagement: loving them enough to let go. It's wild—a complex process of becoming. (2)


1) see

2) Wild, the poet Gary Snyder's definition.