Scott Petts is an award-winning Australian Designer and Creative Director. He is Co-Founder of Labyrinth Training, a company transforming workplace and compliance training through interactive storytelling. Clients include AB InBev, Westinghouse, Twitter, FanDuel & Pandora.
Scott moved to the US in 2007 and has spent his 15-year design career based in New York. He initially joined MTV Networks, where he spent 4 years creating digital products across Spike TV, Comedy Central and TV Land. He then joined HBO to lead the design team, developing rich digital experiences for shows such as Game of Thrones, True Blood, True Detective and Veep. One particular highlight was when the re-imagined Game of Thrones Viewers Guide was awarded an Emmy for Best User Experience and Visual Design. Scott then served as the Digital Creative Director for the iconic Rolling Stone magazine where he helped to build the Digital Design and Video departments from the ground up. The team went on to win multiple awards including a Webby for the Rolling Stone Cover Wall. He then joined the amazing College Board team and worked collaboratively on evolving the overall design and brand system.
Scott has produced work for brands such as UNICEF, Google, Pepsi, UFC, Burger King and Levi’s. He is obsessed with experiential quality and system thinking in design. He is incredibly grateful for the designers he has collaborated with over the years and the relationships he has developed in the industry.
Looking forward to 2023, are you optimistic about the role and impact of Graphic Design and Visual Communication in Business? Culture? Causes? Have the events and disruptions of the past few years changed the role or trajectory of Graphic Design?
I am optimistic. I’ve seen first-hand the positive impact thoughtful, honest design can have on businesses with our work at Labyrinth Training. The role of Graphic Design will be as vital as it has ever been in my opinion. It really is crucial in today’s multi platform landscape that companies present strong, consistent branding in their products and thoughtful visual communication in their marketing. Quality design builds trust, and trust with your audience in business is everything.
Most influential graphic designer(s) or art directors(s) of the past 60 years?
Massimo Vignelli. I have his amazing interview with Debbie Millman on rotation annually. Of today? I am a huge fan of Jessica Hische from her lettering work to her children’s books.
Most influential graphic design firm(s), ad agencies, or inhouse departments of the past 60 years?
There are so many…
Favorite or most influential logo or branding project of the past 60 years?
The MTV logo
Favorite or most influential design project or campaign in any medium for the past 60 years?
Spotify Wrapped is my current favorite. The way the team at Spotify designs to the data and makes such an exciting, personal experience is very cool.
Most influential product, service or technology of the past 60 years?
The Apple Macintosh