Left With the emergence of AI and the immediacy of the technology in our hands, Atchison believes we are at a crossroads where design, creativity and our industry will have to respond
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Matt Atchison Creative lead,
Saffron Brand Consultants
Can you pinpoint the thought, whether yours or someone else’s that led you to a career in design? I can’t remember one single moment that marked the beginning of my career in design. I spent most of my childhood making things with my dad – drawing, painting, carving wood and generally learning how to use my hands to make things, so I guess that would have been the first step on that journey. Te next would have been discovering art and design at Leamington School of Art. Morris Wood, the course leader, was a great inspiration for creative and critical thinking.
As creative lead in Saffron’s Madrid office, Matt has helped build a team of talented creatives who build on strategic foundations to find innovative visual and experiential ways to express the value of brand. He has been a jury member for Cannes Lions and Kinsale Sharks Awards, a guest speaker at the CXI Konferenz, and a visiting lecturer at the IE School of Architecture and Design
In terms of the design and architecture industry, what do you consider the most radical era or pivotal moment? If you wanted to be nostalgic you might look at modernism or other movements that shaped the way we work today, but I think the most pivotal moment is right now. We’re facing unprecedented environmental challenges, and economies will have to radically change or adapt to survive. If you mix into that the developments made in AI and the immediacy of the technology in our hands, we really are at a crossroads where design, creativity and our industry will have to respond. It feels like we’re entering unchartered territory in many ways, so you could say we’re living in a pivotal moment.
Which radical thinkers have been inspirations to you in your career? Tere is always an endless stream of great design thinkers that come into your conciseness over the years: Dieter Rams, Castiglioni, even Piet Oudolf – the list is endless. One that perhaps comes to mind from my early years as a design student is David Carson of Ray Gun magazine fame. Just at a time that you begin to understand the rules of design, methodology, rigour and coherence, suddenly you discover a guy who’s just torn up the rulebook and changed the criterion for layout and editorial design. It’s not that he influenced my style of design, but that he inspired the idea that you can break all the rules if the design makes a meaningful impact on its audience.
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