Camels & Horses

Published on:

April 29, 2019

By:

Romain Ferrer

Camels & Horses

Published on:

April 29, 2019

By:

Romain Ferrer

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In that respect, the 'committee' represents the dichotomy that every agency faces – the integrity, knowledge and authority of the agency’s mission on one side, and the huge task of filtering through point of views, opinions and ideas on the other. Today, ‘designing by committee’ is still perceived by many as an act of failure. But the reality for us is that it’s the least biased way for designing and creating something new and truly original: working collaboratively and bringing the right person for the right job, including everybody in the process, making decisions based on all relevant creative input rather than follow one person’s vision... And more importantly, delivering top-notch creative solutions that solve our clients’ problems in the most relevant and efficient way.

Only in this way can we downplay the numbing effect of trends, and design with our hearts and brains in the right place. Perhaps you are familiar with Sir Alec Issigonis, designer of the original Mini car and infamous for never missing an opportunity to illustrate his dislike of working in teams. His second biggest legacy is to have once said that “A camel is a horse designed by committee”. Well, the opposite is just as true, if you can agree that the horse isn’t better than the camel by nature in the first place.

In a world where everything is constantly challenged for the better and especially for the worse, it feels right that agencies take a stand on the values they imbue and protect. In our case, we built our agency on our biggest bias – but everything is a matter of perspective.

Is the horse really better than the camel? We can all agree to disagree, and we'd still be looking at the problem from the wrong angle. And that’s precisely where collaborative design thinking and the spirit of Komité resides : designing horses when the brief requires you to win a race, and designing camels when the brief requests you to cross the desert.

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