A future for multidimensional thinkers |
For decades, design followed a singular truth. Whether it was the insistence that “form follows function” or the later pivot toward “form follows emotion,” the industry tended to adhere to a simple formula for design thinking: Find your North Star and follow.
But that formula does not fit today’s reality.
“Form follows X” is no longer a clean equation, because X isn’t a single variable. It’s a constellation that refuses to be reduced to one guiding idea. Modern design across brands, products, and experiences must use a multidimensional approach, speaking to function, feeling, context, narrative, culture, and experience, all at once.
Some of today’s biggest brands are already accomplishing this balancing act.
Rivian offers a clear example of a brand showing up consistently across form, function, and feeling. At its core, Rivian builds electric vehicles, but the brand’s shift from product to experience is evident far beyond the car itself. From the thoughtful utility of the vehicles, designed for both rugged performance and everyday........