THE CREATIVE STUDIO OF ANDREW, PRINCIPAL WEB CONCENTRATE, PARTNER
SIOUX FALLS SD
Andrew Brynjulson is an award-winning designer, art director, and brand strategist who has spent over 10 years in the marketing world focused on branding, web, and art direction projects that help worthwhile individuals, organizations, and businesses succeed and grow.
HOW AND WHY DID YOU BECOME INVOLVED IN DESIGNING FOR GOOD AND WHY DO YOU BELIEVE DESIGN IS AN ESPECIALLY EFFECTIVE TOOL FOR THIS GOAL?
I quickly learned in my career that as designers we have a great power to change minds and move people. However, that power can just as easily be used for good as it can for evil. But good is often harder. So much is playing against you and the odds are not in your favor. First, you’re asking people to change when change is uncomfortable. You’re usually playing catch-up to established incumbents who you have to beat at their own game because everyone plays by the same rules in the free market. And sorry, there are no merit badges or participation medals. Luckily, I love an underdog. My career has been focused on building brands for underdogs: sustainable businesses, clean technologies, and eco-initiatives. I’ve worked for start-up solar companies, large organic food brands, ethanol cooperatives, and non-profit social causes. In recent years, I’ve focused on monetizing my side projects in order to donate to causes. My clothing brand, Local Gems, raised money to support Feeding South Dakota. And recently, my fictional pro soccer club, Sioux Falls FC (featured on GDUSA) raised funds to help people pay rent during the pandemic.
GIVEN THE CONFLUENCE OF EVENTS AND CHALLENGES WE FACE THIS FALL, DOES 2020 PRESENT ANY SPECIAL OPPORTUNITIES, URGENCIES, OBSTACLES TO DESIGNING FOR GOOD?
In 2020, as the world becomes more and more complex, I foresee consumers responding by trying to simplify their lives — weeding out purchases, brands, and activities that are less important in favor of the few that they feel most connected to. Designers will be drafted in that fight for connection. The work that designers do will come into focus as brands try to improve their products, deliver good experiences, demonstrate value, and differentiate from the competition. The stakes are higher than ever as businesses vie to be part of that select few.