CREATIVE DIRECTOR/LEAD BRAND STRATEGIST, DESIGN ON EDGE, RENO NV
Courtney Meredith is the Creative Director and lead Brand Strategist at Design on Edge, co-founded by husband Chris Meredith in 2006. Design on Edge is a boutique agency passionate about building identities for businesses through a broad array of creative services. Developed in the wake of the recession to provide marketing and design support to struggling small businesses and nonprofits, today the agency focuses on the industry’s growing trends, providing award-winning insight and techniques to its clients. The evolving creative studio and integrated digital marketing agency specializes in graphic design, brand strategy, advertising, campaign development, marketing consulting, and website design.
As we pivot into a post-pandemic era marked by societal challenge and change, are you optimistic about the future of Graphic Design in supporting and shaping commerce, culture and causes? Why do you feel the way you do? Are you optimistic about the future of your own design career or business?
Graphic design will continue to fulfill its fundamental purpose as we contemplate recent societal shifts in our post-pandemic era or any era. Moreover, we believe Graphic Design will delve deeper into the intricacies of user behavior, explore its psychology, and better reflect trends in packaging, fashion, and culture. This exploration, coupled with the integration of AI, challenges designers to break through barriers and forge a new path, creating authentic and meaningful content while still honoring traditional methodologies. As a small boutique agency, it is imperative that we allocate resources to methods that offer visual support to our clients and staff, that we shake hands with new software and ideals, and try to push ourselves outside our comfort zone. Despite the prevalence of pre-created templates, AI design, and client-curated work that may deviate from brand guidelines or feel disconnected from campaigns, we must uphold our role as professionals; it is crucial, now more than ever, to educate consumers on the significance of great design, authentic illustration, media ethics, and strategic brand development.
We are seeing an increased focus on Package Design to advance the brand, tell the story, amplify the experience, forge an emotional connection. Do you agree with this observation and, if so, what advantages does packaging have over other graphic communications?
Package design has evolved into an exciting combination of visual appeal and functionality in-store and online. For many businesses, package design has become an opportunity to create a deeper connection with customers, differentiate their products, stand out in a competitive market, and create unique experiences. Physical interactivity and packaging that provide multiple functionalities have become increasingly popular, combining tactile and digital elements for a multisensory experience. Furthermore, sustainability will continue to be a crucial consideration partnered with new trends towards simplicity and clarity in design, with clean lines, hyper-contrast, and a discreet yet deluxe look promoting the product’s qualities.
