Despite steadily evolving the business and diversifying its skill set, Giannoulis says there’s still a perception that Insight specialises only in corporate reports.
“Often, we’re still considered the corporate design agency, and we haven’t been that for seven or eight years,” he says. “This is far from the only thing we do these days.”
Websites, brand, experiential design, internal communications, video and integrated campaigns all fall within the remit of possibilities available at the agency today. These skills have progressively been added to the agency in direct response to what clients want.
Arguably one of the biggest shifts to have occurred at Insight in recent years lies in the development of the digital team. In an age of increasingly defined digital communication channels, clients now demand that their agencies are proficient in the language of ones and zeroes.
“Probably about 50 percent of work now is digital,” says Giannoulis. “A few years ago, we looked into whether we should buy or build a digital company. But we made the decision that we actually have to BE digital. So we went through the process of teaching everyone to be digital."
"We’ve been recruiting digital experts, doing in-house training and partnering people with different skill sets. We’ve built our digital skills from the ground up.”
While the medium might have changed, one thing that has, however, remained consistent is a commitment to the core principles of good design thinking.
“Part of the reason we decided to build our own digital team is that we can’t necessarily get digital specialists to be good designers, but we can teach designers how to apply good design principles to a digital environment.”
The point here is that what you see on the surface of the final brand, document or website is entirely meaningless unless it helps to solve a problem for the client.
To quote legendary architect Charles Eames: “Recognising the need is the primary condition for design.”
Well, with 40 years already under the belt, it seems that Insight has a pretty strong track record of working out what its clients need and delivering just that.
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- This story is part of a content partnership with Insight Creative.