Design Feast Series: Quotes

“I design to a client and their audience. We design for them. I’m—and perhaps, unfortunately so—not one who has a particularly strong design aesthetic that I lean on. I’m not known for a ‘look’ and there’s nothing wrong with either side of the coin. I try to push each project in the direction it naturally should fall into—this isn’t always easy, this isn’t always profitable. I’ve done an identity, an initial web design direction and gone through with a small beta site before getting the nagging feeling that it just wasn’t right for the client and therefore communicated with the client about it, who was too polite to tell me that they too, while content with what they were seeing, just didn’t feel all there. So, we re-started. Not entirely from scratch but in a new direction from what we originally had. At no extra cost because it wasn’t right. And sometimes, doing the right thing is much, much more rewarding and satisfying than worrying about the bottom line (i.e. profit margins, and terms like that which make me squirm a bit). This isn’t the rule nor is it the exception, it was something that made sense and was appropriate. There was room in that project to do work that we were both happy with. Not all projects can end this way but sometimes, honesty and communication can go a long way. … Listen, communicate, design well.”

Naz Hamid, Co-Founder and Designer of Weightshift