Inky opinion


Baxter and Bailey creative director Matt Baxter pops up in today’s Daily Telegraph to share his thoughts on brand impact, measurable success and the important role of a CDO (Chief Design Officer) on the board of successful businesses. Telegraph journalist Katie Hope approached Matt for comment, alongside Sarah Weir, chief executive of the Design Council, and Anna Soisalo, executive director at Smart Design. On the subject of impact, Matt had this to say: “For our education clients, good design can help encourage potential undergraduates to apply to a certain university. For our charity clients, good design can help persuade people to donate or to get involved in a cause. The end goal of the design challenge should be understood from the outset.” You can read the full article on the Telegraph website right here.