7 mins

International Design Day

Date 18.04.2023


Achieving peace is no small task, in whatever form it may need to come in. It also has a relationship with its direct rival; conflict. As with most things in life some relationships need to exist and coexist to, well, to exist in the first place. A prime example is peace as it often follows conflict, as the future goal, or resolve to a present war.

The current discussions in the industry war room round table is the ‘war’ of AI vs Designers. Some would argue that it is a fight to the digital death of who is stronger, better, quicker, more accurate. And certainly, when you take it at face value, the ever-expanding AI tool list does seem to favour AI being the champion in this battle.

To my earlier point, I’m happy to see that it’s been referenced as a battle or war, because what follows surely should be Peace. A resolve to the contentions of the now, a focus on what it could be in the future rather than what it is right now. AI has the potential to free designers, a tool that can complement and enhance rather than shackle or restrict.

At brew, we’re keen to see how we can intertwine our current processes to create greater efficiencies. AI has the potential to influence all touch points of our design process from research and idea development to content creation, and even production. It is not a replacement for human creativity and intuition. Designers bring a unique perspective and skill set to their work that cannot be replicated by AI. Therefore, designers should not feel threatened but rather embrace our new roles as shepherds cultivating Peace.

In the fast-paced design industry, it’s easy to get caught up in the latest trends, the newest software, and the race to get ahead. The AI conversation is no different, but at the end of the day, what really matters is the impact that our ‘Ideas’ have on the people who use, interact, and digest them. Design has the power to make people’s lives better, and the parallels of what AI is doing is hard to ignore.

Peace is Possible. Not easy. But possible.


Love and design have an interesting relationship. Designers typically pour their heart and soul into their work, and in return, their work reflects a part of them. The result is often a beautiful and functional creation that people use and appreciate.

The connection between love and design is multifaceted. For one, designers start with a blank canvas and create something that not only functions but also has an aesthetic appeal. This process is not unlike falling in love. Just as two people start with a blank slate and build a relationship over time, designers start with an idea and build a design that people will fall in love with over time.

But what about the designer themselves? How does love play a role in their work output and self-love as a designer?

Self-love should be an essential aspect of design, yet with the busy nature of a designer’s day it’s often forgotten or unconsidered. If a designer’s work is a reflection of themselves, it’s surely essential then to love and appreciate oneself to create great work. A designer who doesn’t love themselves may struggle to create something that reflects their personality or style. On the other hand, a designer who loves themselves is more likely to produce work that they are proud of.

I am not talking about ‘ego stroking’ self-love, but a deeper dive into ‘appreciation’. Understanding the daily, but often under-celebrated achievement, of developing, forming, and visualising an idea that previously didn’t exist. Maybe, along the way that work can promote love and positivity and exist as a design that resonates with people on an emotional level. This emotional connection can come from the love that was put into creating the design, the message behind it, or the way it makes people feel.

When designers create from a place of love, they produce work that is not only beautiful but also functional, meaningful and purpose bound.


At its core, design is about problem-solving. It’s about finding solutions to complex challenges and creating products and experiences that make people’s lives better. And when we approach our work with a focus on peace and love, we can create designs that not only meet functional needs but also have a positive impact on people’s lives.

In the design industry, we often talk about the importance of empathy. As designers, we need to understand our users’ needs, desires, and frustrations to create solutions that work for them. This requires a deep understanding of human emotions and behaviours, which is where the concept of love comes in. When we approach our work with love, we create designs that resonate with people on an emotional level.

But design is not just about creating products or experiences. It’s also about the process of design itself. In agency life, we work collaboratively with our clients and team members to create solutions that meet our clients’ needs. This requires communication, trust, and respect. When we approach our work with a focus on peace, we create an environment that is conducive to collaboration and creativity.

So on this International Design Day, let’s celebrate the power of design to promote peace, love, and understanding. Let’s recognise the hard work and dedication of designers and agencies around the world who are using their talents to create a better world, however small the impact. And let’s continue to push ourselves to be better, to be more inclusive, more sustainable, and more ethical in our approach to design. With creativity, collaboration, and a deep sense of purpose, we can make a real difference in the world.

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