Co-Founder of Pearlfisher shares why creativity cannot exist without the goal of making something better.

Why Good Design Should Change The World

Jonathan Ford believes that the creative force should be focused on changing human lives. “I think real creativity makes an impact for the better. We improve a way of living, a way to see things or the way something functions.” As one of the three founding partners and Chief Creative Officer of design agency Pearlfisher, Ford has applied this philosophy to all of the work that his company produces.

“It's all in the name, really. Fishing for pearls. It says that we take pride in single, great ideas that can have a massive impact. Pearlfisher means that we will put effort, skill, energy, pride, and passion into finding the best idea that we can. It's a beautiful metaphor for the commitment to getting something small of value that could have a big result.”

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