Brandon Boston

PTW21-BRANDON-BOSTON

DESIGN DIRECTOR
LANDOR & FITCH, COLUMBUS OH

Brandon is a progressive, collaborative and passionate Design Director providing day-to-day creative leadership and management in LANDOR & FITCH’s Columbus, Ohio office. Currently, he is lead creative on the Walmart account and acts as a connection point between Walmart’s internal Creative & Marketing teams. Brandon is responsible for educating clients around in-store platform/direction and syncing processes between Walmart and LANDOR & FITCH for a more seamless delivery of creative work.

By understanding how bold thinking translates into design and affects business success, Brandon was selected to the 2020 VMSD Designer Dozen class. This program recognizes the retail industry’s rising stars, ages 35 and under, who have begun to make their mark on an industry that’s in a state of continual, and often rapid, evolution.

Brandon also assists with the recruitment and retention of design team talent with the support of the LANDOR & FITCH Senior Leadership Team. He is responsible for mentoring and nurturing creatives, setting the strategic course on key work streams and managing the complete delivery of projects. Additionally, Brandon has been the creative lead on pitch development while working alongside clients to define the future of their brands. Brandon is passionate about guiding and directing extraordinary work for the next generation of strategy and design that pushes industries forward.

Clients include Walmart, T-Mobile, 7-Eleven, Verizon, Dell and more.

 

As a practical matter, has the pandemic changed your workplace and your workflow? Do you expect to return to pre-pandemic ways of working or will any changes become the ‘new normal’?

We’re really missing the human connections and seeing one another for a laugh after work. I’m hopeful we get to bi-monthly, in-person work-sessions by this Summer. Working remotely, we are much more efficient. Our creative speed increased, collaboration is now instantaneous, and we delivered a full store design while never setting foot on-site. I believe the digital tools we use are the new normal and I believe most design businesses will operate semi-remotely going forward.

 

What do you expect 2021 to hold for graphic designers and the design business? Have the challenges of 2020 changed the way you think about your job and career or the role of design and designers?

The soul of design is rooted in empathy, progress and continual improvement. It is natural for us to reconsider everything after the challenges presented this year. I feel fortunate to be a designer because we can be a part of the solution. Each blank sheet of paper we start with is another opportunity to change a brand, an industry and our world.

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