Ed
Prichard




Creative
Sticking fingers in pies
Columbo

First Name		Ed
Last Name		Prichard
In the field of		Creative
Hardest lesson to learn		Growing a thick skin, never giving up and when you have to start again, remember it'll be different and exciting however hard it is.
Still to learn		E=MC2
Home truths		Life's a journey not a destination, enjoy the ride.
Inspiration		Life, the universe and everything.
Most fruitful collaboration		The Talking Horse.
Open ears to		Everyone.
Untapped skill		Turning lead into gold.
Future plans are for		Sticking fingers in pies
Style of approach that works		Columbo
Me on me
Started out as a copywriter in ad agencies then have worked above, below, across, through, under and over the line. Big on tone of voice and great writing. Love design and communication, intrigued to see where we go next. Who's the Alan Fletcher of our generation? Excited by everything going on here - the possibilities are endless.

The shape of the future 21/03/2007 09:30 I've been thinking about what the future is going to be like. Not in any profound way but more from a design point of view and a cultural point of view. I grew up with the Tomorrow's World view - white, curvy, minimal with Bacofoil coats and wraparound sunglasses. The ipod and the Mac have created that view and I've been marvelling over Lee McCormack's Ocula gaming pods which are truly awesome - check them out on his guru link. The bit that Tomorrow's World missed is that we're lumbered with a load of baggage that isn't going to go away - a predominantly Victorian/Edwardian housing stock, transport systems that are stuck in the past - the speed of traffic in London is as slow if not slower than when the city was packed with horsedrawn carriages. It's quicker to walk or cycle. What can we learn from this? The future is now - it's here and we're creating it. We borrow from the past and we improve (not always) and refine and create the shape of things to come. A chair will always be a chair but how can you design it to be functional and different. I read somewhere a long time ago about a lecturer who challenged his students to create support mechanisms for the human body. He was asking people to design a chair but by framing the question differently it changed the student's approach. Here's a thought. If Tomorrow's World had suggested the future would be brown and matt, what would an ipod look like? Comments ( 0 ) Feed me 26/01/2007 12:19 I was looking at cook books yesterday in Waterstone's and a couple of things struck me. Apart from the overwhelming numbers of books to choose from (many with gurning 'stars' splashed all over the covers) it also reminded me what a a great design opportunity they are. I ended up (inevitably) buying one - Nigel Slater's Real Food - for two reasons. First the quality of the design and photography (mouthwatering just thinking about it) and secondly his brilliant writing. Sadly these two things don't always go hand in hand. I had a challenge this time last year of redesigning the in-store collateral for a chain of coffee shops and took a lot of inspiration from cook books. Where we ended up set the tone for the following year and into the next but also gave us some clues on how to advertise the place and package the food itself. No surprises there. But the point I want to make here is that sometimes you have to look somewhere else for inspiration. So if you're designing a cookbook, why not look at trainer design? Or train design for that matter? Or anything else out there. You don't want ignore the learnings of years of cookbook publishing but you do want to do something different. So how do you make trainers look mouth-watering? Can the same thinking be applied to food? I'm wondering where I could have looked to start from a different place with the coffee shop. You get my drift, give it a go. Comments ( 0 )

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