A Design Process Success Story

Jaworski feels that in general, the design process is still very separated and segmented. "I think the design activity happens in a bubble at the front end and then the printing activity happens in its own bubble at the back end." What she thinks needs to happen (and what did in fact happen on the ICBINB! campaign) is collaboration from the start. "Instead of a printer saying this is how we can do it and that's it, have more of a dialog around the opportunities or techniques or what [the printer] has done or what we have done. Really get in the game together, roll up the sleeves, and really sort out how to make something unique and remarkable as opposed to approaching it the standard way." pP