Who the hell is Emma Collings?
Brave brands change the world. We help create them. Which means working alongside the most inspiring clients on the planet. Each project is an opportunity to immerse ourselves in a new industry and begin to reimagine it alongside the people who know it best. We were lucky enough to speak with Emma, Head of Brand and Experience at British Land, about design and the secret to great creative partnerships.
What’s your story?
I’m Emma – she/her, wife, mother, daughter, sister, aunt, British, African, European… Career wise…over 15 years’ marketing experience across multiple industry sectors and global brands. In my current role at British Land, I am responsible for creating brands and experiences that engage with our audiences. Audiences are the people who we engage with directly or indirectly i.e. I focus on a mix of people who influence our products, buy our products and those who use our products.
Do you think design can change the world?
Without a doubt! Design is in everything we experience from a walk in the park through to the technology we use. Good design is what Charles Rennie MacKintosh said, to be practical but also beautiful. You notice when something is only practical (and often dull) and only beautiful (and often useless) so getting those two elements to work together is what we should all strive for. We call it ‘designing in context’!
“We can solve real world challenges with design. I like beauty, simplicity, useability and at a fair price!”
What is the most important thing in a creative partnership?
That everyone’s contribution is valued and all ideas are brought to the table and properly discussed (everyone at the table feels welcomed, included and safe to speak).
Why is collaboration important?
Collaboration facilitates progression and development of an original thought. It can take a good idea to something phenomenal and ground-breaking.
What inspires you?
I’m inspired by people who are not motivated by personal ambitions, but their desire to serve the greater good, whether that’s in a day-to-day way through to huge impact.
What does creativity look like in your industry?
It’s about finding original solutions to opportunities and challenges while creating things that are intuitively easy to use (and being cost effective!).
What is good design?
It’s where it enhances the purpose and the impact of something. We can solve real world challenges with design. I like beauty, simplicity, useability and at a fair price!
What do you hope to see in the future of your industry?
I hope this for any industry… eliminating drudgery to free up creative thought and allow for great works.