Why first-hand experience is essential to creating authentic work
Kin's co-founders clarify why it is so important to check their own bias and perspective
Kin co-founders, Sophie Ozoux, a D&AD Shift mentor, and Kwame Taylor-Hayford, who serves on the board of trustees at D&AD, clarify why it is so important that they check their own bias and perspective to ensure that they’re approaching work with the right passion and authenticity in a post-pandemic landscape.
In this highlight from the duo’s talk: Hate the brief? Change the brief, at D&AD’s 2023 Festival in London, they each explain how they created Bloom Season, a digital magazine project with Mailchimp that is designed by and for historically excluded communities, the launch issue of which focused on Black businesses. “When you look at business literature, it is often written from a white cis perspective,” explains Ozoux, “44% of Black-owned businesses closed in the summer of 2020, it was really important to us and Mailchimp that we did something of significance that would truly be helpful.”
And Kwame runs through his key questions for brands to consider when approaching their next project, covering making a positive impact, standing the test of time and having an openness to participation.
Watch D&AD jurors unpack more work that captured, provoked and entertained them here.
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