Interview: Find out how Camila has shown design is key to the UNICEF message – and why not all big data is bad. Discover too her tips on making it within social development as a designer, and the mission of the Marble initiative.
Data is the Big Bad Wolf of 21st century life – but it doesn’t always have to be this way.
Nor does design simply have to be something trivial, or just the basis for holding a buzzed-about creative conference.
It was at one such buzzed-about conference where I came across a meaningful presentation from UNICEF’s Camila Garay which proved both of the above. In it the organisation’s art director revealed the importance of design in delivering an important message, as demonstrated by a thrilling new UNICEF-offshoot named Marble.
Spearheaded by Camila and other UNICEF talents, Marble is a science and art collective incubated by UNICEF and branded by the D&AD award-winning agency Jones Knowles Ritchie (JKR).
I spoke with Camila following her presentation at this year’s D&AD Festival to find out more about both Marble and her work at UNICEF. In an era defined by the slow dismantling of longstanding institutions, it’s now more important than ever to showcase the ways such bastions are staying relevant in the 21st century, and the key work they do which arguably can be taken for granted.
Big data for good
With partners ranging from Microsoft to Google, Marble is an open initiative that seeks to tackle some of the biggest problems affecting children today.
“We have five running initiatives at the moment which are currently tackling suicide, inclusive cities, migration, epidemics and fragile contexts,” Camila tells me in the D&AD press area.
“For the suicide project we’re collaborating with data scientists from places like Microsoft Research to gauge suicidal patterns amongst teenagers by what they’re typing in search engines.”
Camila is excited by how partners like Microsoft can be equal partners in the project; Marble, as she tells me, can be owned by whoever wants to collaborate with the core Marble team of her and UNICEF’s data, research and policy manager Natalia Adler, plus its design strategist Purva Sawant.
“We start off with a problem and then match with partners who can donate their data,” she explains. “Once we’re at the package stage we’ll be bringing in other creatives to devise a look for the findings. It might be a fine art painter or someone into 3D spaces; the possibilities are endless.
“We really have to do this,” she argues. “With all these sorts of complicated numbers, you need clarity and a visual understanding is crucial. It doesn’t end with the packaging either; we have to make sure the message gets to the officials and policymakers who make the decisions and ensure they really understand it.
“But we also want designers to be there at the start of the conversation, so it’s more than just a packaging thing. It becomes about having our creative teams available throughout the whole process.”
Camila is excited by one design solution already presented to Marble – that of the initiative’s branding, as revealed exclusively at D&AD 2019.
“I’m super excited by our identity as it’s a new way of working for UNICEF,” she continues. “My design team worked with JKR to create a look which conveys that we’re about navigating a maze in order to find complicated information.
“To be creating anything different within such an established brand is hard, but because we’re able to bring in other people, we had to create our own identity. It couldn’t just be that famous UNICEF blue.”
Camila’s well-versed in bucking trends within UNICEF, telling me that eyebrows were raised when she first started at the organisation over three years back.
“People weren’t sure why UNICEF needed a designer. I started off on a six-month stint and had to kind of force myself upon them saying, ‘Hey, do you need a full-time designer?'” she laughs.
“UNICEF is such an exciting space to be in, but my first ever project for them was working on slideshow presentation templates.
“I tell you this as though it might have been a step down from working on big glossy ad campaigns, those presentations had a big impact on over 200 researchers.
“It was the first step in giving the data team a chance to communicate the work they were doing into really important places. I remain proud of those presentations as I saw the confidence of our staff members as they realised what design could do for them.”
Camila’s design team of five sits within UNICEF’s 200 strong data research and policy team, as situated in the institution’s New York HQ.
“There’s a big communication presence that manages UNICEF’s social media and websites; I used to be in that space but theirs is a more systemic approach, one campaign after another after another, keeping the world informed about what UNICEF is doing. It isn’t about changing things per se.
“In our unit, though, we’re allowed to take longer time to research and create a visual language around a project.”
Each project comes with a philosophy borne from Camila’s past experience working in luxury: a key attention to craftsmanship.
“I realised early on in UNICEF that we should be packaging our research projects the same way I used to package diamonds in luxury.
“There shouldn’t be a compromise in quality just because we’re working with people. Aren’t they more important to the world than diamonds?”
Making the change into making change
As we finish up our chat, I ask Camila on what advice she would give to designers like herself who’d like to move from their current field into social development.
“Be very sure why you’re doing this,” she warns. “If you’re tired of grinding and working the long hours, you might just need a holiday.”
Another word of caution for designers is to expect to be pioneering at all times.
“Once you’re in social development, you’re going to need loads of patience as you’ll have to educate people about something they don’t necessarily know about: design and creativity. It took me a year to do this myself at UNICEF.
“This is why it’s actually much harder in this field, and why there’s less glamour. You really have to know why you’re there. I sit in a cubicle without any glamour whatsoever, but I know the work I create makes me happy, and that’s all that’s important.”
If wanting to know whether designing for social development could make you happy too, then Marble might be the perfect taster. Camila and team have an open call for collaborators on their website, and are keen on speaking with creatives of all disciplines.
“Marble is collecting a basket of expertise, so it doesn’t matter what background you come from; we might be able to clue you into our work and create a project with you.”
This openness ties in with Camila’s reluctance to ever adhere to one kind of visual language.
“It’s so important to layer different approaches, to use different styles, different techniques.
“I mean,” she concludes, “whats the point in designing anything when everything’s already been designed?”
Hit the Marble site to find out how you can help.
Read next: D&AD Awards 2019 – check out the Pencil winners from the year’s biggest creative awards
Source link Design