Investment in design key to international success

Media release
25 November 2009

Design leader says greater investment in design key to international success

Investment in design is critical if New Zealand businesses are to build sustainable export markets in value-added products.

“Design disciplines, from industrial design to graphic design, have been integral to our success internationally across a number of sectors, from innovative manufacturers, to the film industry, to our wine industry,” says Grant Alexander of Auckland brand and design agency, Studio Alexander. “The best design adds differentiation and functionality to products, and resonance to brands and their stories. It brings to life for international audiences what is unique about New Zealand.”

Grant Alexander was this week inducted into Massey University's College of Creative Arts Hall of Fame. Previous inductees are Richard Taylor (Weta Workshop), fashion design stars Kate Sylvester and Rebecca Taylor, Mark Pennington (Formway industrial designer) the artist Gordon Walters, and sculptor Len Lye. This year also saw the induction of photographer Jane Ussher, and (posthumously) painter and printmaker John Drawbridge.

Established in 2007, the Hall of Fame recognises outstanding contributions through art and design to New Zealand's economy, reputation and national identity by former students or staff of the college.

Mr Alexander said that the development of design literacy and creative abilities should be a priority for educators.

“I am concerned at what seems to be a narrowing of focus at primary school level to numeracy and literacy. Art, design, music, and experience of other cultures, all build an individual’s capacity to think creatively, identify possibilities, and create new ways of doing or making things. This is the basis of good design.”

Mr Alexander’s induction into Massey’s Creative Hall of Fame follows a successful year for his company, Studio Alexander, which has won several major accounts. Studio Alexander also received a design industry gold BEST Award for The Archivist’s Table, a multi-media project created for The Fletcher Trust. The Archivist’s Table marks the centenary of Sir James Fletcher’s establishment of business in New Zealand.

“As a business, we work with inspirational and successful companies, and what they share is an appreciation of the value of design.”

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