Designers with a difference

By ELLEN READ

Alt Design is a traditionally run company which takes a very non-traditional approach to the design business.

Established five years ago by four fine arts students who met at art school 10 years ago, Alt is an equal collaboration between Toby Curnow, Ben Corban, Dean Poole and Aaron Edwards.

They have monthly board meetings and an external chairman and contract out admin and accounts work, allowing them to concentrate on the creative side.

"We're actually quite traditionalist when it comes to running the business, and that's at odds with the work we do," Poole says.

Adds Corban: "It's our team that's our unique point of difference, not the way we run our business."

He says the firm is in the business of ideas.

Poole says, "We have the philosophy that the design process is a collective one," explaining how the four of them - all creative directors - work together on projects to give the client the benefit of four minds rather than just one.

They also believe in listening to what the client wants and then presenting one idea as the solution, rather than a range of options.

The four work together until they come up with what they believe is the best solution, then work with the client to decide what medium - print, television, internet, etc - is appropriate.

The responsibility of managing the design process is shared between the four directors, who firmly believe the creative process is a discipline.

In line with this innovative approach, Alt looks to align itself with firms and clients which are innovative and recognise that design is integral to business.

The company is responsible for fashion designer Karen Walker's web presence and has also finished a television campaign for Unitec.

The four say an innovative approach to design is not limited to one type of business - Alt also works with Mighty River Power producing its annual report.

Last year's annual report won the company a swag of international awards - two United States ARC gold awards - for overall annual report and for photography - and a top 100 ranking from around the world in the New York Black Book Awards.

The report uses photos by New Zealand photographer Patrick Reynolds and a poem by Hone Tuwhare to challenge the traditional presentation of annual reports.

Alt does not promote a house style, instead aiming to identify the areas in which design, content and interaction enhance communication and enrich the users' experience.

That said, the directors are quick to point out that they do not necessarily want to break every convention - that some are definitely worth keeping.

The company does not advertise or promote itself, relying instead on word of mouth and satisfied customers.