We believe great design is not just about notable artwork, rendering the latest trend or using the newest technique. Geoff Ledford says it best: "Design is a service." He writes in "5 Invaluable Tips Designers Can Learn From Waiting Tables" what we all learned in design school but sometimes forget. Focus on the customer experience is imperative. Experience in the field with customers and manufactures is also fundamental. Only then can you design the latest and greatest print or pattern using that hot cool technique that everyone wants.
Surtex offered us a 3-day opportunity to be face to
face with the customer and understand their needs.