ASSOCIATE CREATIVE DIRECTOR
PROPAC AGENCY, PLANO TX
Jonathan Chin is a leader in design and creative thinking for the world’s largest and most innovative brands. He has led design and the conceptual process for Bacardi, T-Mobile, and now Frito-Lay, companies that rely on bold, disruptive solutions to shape their brands and industries. From idea to execution, his purpose is to improve the human experience by integrating new technologies that solve problems through design. As a creative, Jonathan believes he has an obligation to pursue initiatives that shape our world for the better. He takes great pride in his ability to do the work, hold the vision, trust the process, and learn from his mistakes. He has worked on projects for Grey Goose Vodka, Samsung, TTI Electronics, Goodyear and Chili’s, among others.
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’?
This experience is shining a spotlight on the need for a diverse client base in case revenue streams dry up, are paused, or lost due to extraordinary circumstances as well as the need for a nimble and effective team. Now that we’ve (hopefully) proved WFH is possible, we can incorporate more flexibility if it makes sense for the worker and the job. Or, we could move to a staggered permanent work-inoffice/home schedule.
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?
2021 could be an amazing year in which graphic designers hit a giant reset button on process and work. It’s not just a question of working remote or at the office. Big thinking will apply what we’ve painstakingly learned from 2020 to improve our processes, and relationships, and better ways to communicate using these tools and this knowledge. You can just come along for the ride or be a voice that drives that change.
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