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Modernista Take 2

The Modernista site re-design I wrote about last week probably caused more discussions and emails than anything else I have written about in a long time. All of these conversations have kept by brain rolling over the site and trying to understand my mixed reaction to it. Today I think I landed on a conclusion.

I have seen more sites than I can count that let their execution drown out the realization that they need an idea or concept. I am so tired of saying it that it’s why I don’t post as much as I wold like because I know there is no value in the same thing over and over again. It comes as a result of our process and success metrics that are only satisfied by the endless search for the new. I almost envy designers who only work in print or TV because the medium doesn’t evolve so it keeps the focus on the concept. With Modernista I came to the realization that for the first time in the history of this blog there is a site that is letting their idea get in the way of the execution. It is an interesting idea but it isn’t the easiest thing to use with it’s multi-site based disjointed experience.

I am sure the debate will rage on through the weeks ahead so leave a comment and let me know what you think about all of this.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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