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Issue 70 Design

Idealog is New Zealand’s premier business magazine – with a twist. Idealog is all about providing insights and ideas for forward thinking executives. Awarded ’Best Business Magazine’ five years in a row, Idealog is aimed at passionate innovators and thought leaders who want to reimagine how we all do business.

New Zealand
Tangible Media Limited
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3 Issues


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designing a better world

At the start of 2019, the Idealog team took a long, hard look at ourselves and what we represent as a publication. Time and time again, the word we circled back to was creativity – hence our new issue theme. However, we also wanted to dig a little deeper and figure out what is most conducive to creativity. After putting together this magazine, which features stories on chunky issues we’re facing such as ethical UX design (page 46), mental health in the creative industries (page 68) and how to make the design sector more inclusive (page 59), the conclusion we’ve come to is this: diversity of thought and diversity of experience leads to greater creativity. It’s something the world’s biggest companies have already clued onto. Airbnb user design experience manager Jenny Arden…

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Issue 70 / Summer Editor Elly Strang 021 070 3524 | elly.strang@icg.co.nz Journalist Findlay Buchanan findlay.buchanan@icg.co.nz Staff writer Georgina Harris Lead designer Wade Wu Contributors Anna Bradley-Smith, Jennifer Young, Vaughan Rowsell Cover Pin by McCarthy Studio Commercial manager Mike Sanders 021 179 3033 | mike.sanders@icg.co.nz Retail & subscriptions manager Monique Bulman monique.bulman@icg.co.nz ICG managing director Dave Atkins 021 781 002 | david.atkins@icg.co.nz ICG Print David Ashton 021 951 403 Idealog is published by ICG Media 19 Lyon Ave, Mt Albert PO Box 77027, Mt Albert, Auckland 1350 09 360 5700 | editor@idealog.co.nz idealog.co.nz Subscribe to Idealog 0800 782 347 idealog.co.nz/subs support@icgmedia.co.nz Production ICG Media icg.co.nz Distribution Ovato…

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real rad food’s hannah mellsop

Mellsop is a twenty-something who ticks many of the millennial boxes: she loves being active, being at the beach and is a born foodie, with a big love for drinking coffee and visiting cafés. She’s also the founder of Real Rad Food, an outlet creates raw, plant-based slices and balls for its own store, its online store and the 64 cafés across New Zealand that stock her products. Three years ago, Mellsop had finished university majoring in geography and education, and was spending the summer working in a café. But on the side, she was passionate about making raw treats as a creative outlet. She’d showcase the creations on Instagram as a hobby and meet likeminded people, which led to her growing a following. “I never wanted to own a café – my brand…

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While this issue of Idealog was in design, the devastating terror attack on two mosques in Christchurch unfolded. As many of us struggled to articulate what we were feeling in response to such a horrific act of violence, New Zealand’s design community managed to succinctly and movingly capture the emotions of a nation in grieving – leading to the designs they created being shared by many when words failed them. In their own words below, nine designers share the thinking behind their creations. Number seven, the Kotahitanga pin, is also featured on our cover. 1. Bonnie Brown @studio.bon What inspired the design: “Like all New Zealanders my heart was feeling pretty heavy after the terrorist attack in Christchurch. Amongst great sadness I also felt a lot of love — from everyone who…

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commerciali$ing creativity with mike hutcheson

A creative advertising legend, Hutcheson has 40 years of business experience. He co-founded Colenso BBDO, HKM and Marcoa Direct and also guided Saatchi & Saatchi through an extraordinary period of success as its managing director. He now is an adjunct professor at AUT University teaching innovation, creativity and the relationship between the two. 1 Bi Big Idea Concept Drucker Test Smart Measurable Achievable Realistic Time bound Pu Purpose: what’s your why? Bu A Business? Is it big enough to build a business around it? Choose and address which elements are relevant. Pt A Product? If it’s a product, choose and address which elements are relevant. Mv Minimum Viable Product Creativity is a nuanced term to try define, as it isn’t something that can be learned from a textbook. Hutcheson says it’s hard to nail down to one definition, but one way to describe it is:…

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elevator pitch

powered by Flick F 01 GLOBAL GOOD Araina Pereira gave Global Good founder Louie Tong a little longer than an elevator ride to pitch his business, which creates 100 percent natural and biodegradable straws from wheat biproducts. Social enterprise Global Good is setting out to change consumer and business habits through sustainable solutions which decrease consumer plastic usage. And while its current focus is on straws, this is only the beginning of what the company wants to achieve in terms of sustainability. Founder Louie Tong, who’s an avid traveller, says the idea was sparked when he was diving in Thailand and saw the amount of plastic in the ocean. “I got to see firsthand the effect of our consumerist nature,” he says. From this the idea, or as Tong calls it, “the purpose” was ignited.…