When was Red Dog first established?

Red Dog was set up on November 2nd 1993. The day after we graduated from NCAD!

How many members are involved and what is Red Dog's areas of expertise?

10 full-time staff. We are basically strong in any design for print - the main types of projects for us are corporate identity packages, annual reports and corporate literature.

What are some recent Red Dog projects?

We have just delivered our fourth Concern Annual Report, are currently working on Aer Rianta's and the Department of Arts, Culture, Gaeltacht and the Islands.

On identity work: we recently revamped the identity of the Health Research Board, branded the Tom Murphy season of plays for the Abbey Theatre and created the identity for The Music Board of Ireland.

'Action on Architecture' has also just been launched, an action plan from the Government setting out standards in National architecture - this has been really well received as a piece of graphic design as well as for its content.

Does Red Dog pursue any non-client related personal design projects?

Yes, last year we produced a piece that allowed each member of Red Dog to create graphic design that they wanted....no strict brief just a theme was established and the rest was up to the individual. It is available by emailing mailroom@reddog.ie. We are just working on a new piece that will be used to sell Red Dog to a specific corporate market.

Marketing and brand strategy seem to be the predominant force in Irish graphic design at the moment, as opposed to a push for creativity. Do you think there is a balance to be struck between the two?

Of course I do! It is obvious that to grow as an industry we must offer much more to clients but you must have equal talents in all necessary areas. This is difficult - you may be able to 'talk the talk' and encourage confidence in your company but you must back it up with real creative talent and intelligent applications. Then of course you could be the brightest, most innovative designers but have no chance in securing contracts because the client is not comfortable with how you look at the 'big picture'. We are learning and working everyday to achieve this 100% offering in our company.

Does working for more non profit and arts sector clients allow for greater creative freedom?

Mmm... it depends, I actually think that this sector is becoming much tougher - the clients are becoming much more demanding and this is hard to deal with when the budgets are so tight. There is never usually any money for illustration or good photography and this puts more pressure on the designers. Yet, if you have the afford to invest the time then it can also be looked on as a chance to totally control the job as a designer from start to finish.

Graphic design in other European countries seems to play a very vital role in everything from banknote design to information design and signage. Do you think this is something lacking in Ireland and the kind of projects design firms are involved in?

I think its getting better in Ireland and that the right people are slowly appreciating the importance of what we do. It has taken years for it to sink in that design does make a difference, clichéd i know, but there you have it. Personally I just feel that we need to keep moving in the direction we are and it will only improve every year - it's not life or death so there are more important things to worry about as a nation - environment, health, quality of life etc. We can contribute to each of these things but cannot control them.

How do you think things could be improved here. Does the govt. need to set up a design dept.?

Now there's a question - what about Design ireland? The seeds are within that as a concept to provide us with a voice. Will it work? it remains to be seen. If not, then yes, I think we need some representation and someone to educate the government from within.

Does the fact that Ireland lacks a design publication along the lines of Creative Review or Communication Arts adversely affect design in Ireland?

It is good to look at international publications to avoid becoming insular about Irish design...we are a small marketplace after all and need to think bigger. But a national publication would be good for competition, recruitment, education and the general health of our industry. Maybe the government should fund that?

Are Irish clients less willing to trust designers with creative ideas? or is it the designers themselves that are providing more conservative solutions?

I can't speak for other agencies but we still endeavour to push the boat out every time and do our best to make our clients feel comfortable that these solutions will work. However there is some pretty dodgy graphic design out there and you can't blame the client every time!

Does more creative freedom come from having a smaller studio ethic? Is creativity naturally sacrificed as a studio grows?

No, I don't think so - its not that simple. A studio can grow and sustain high quality design if there are people I place who ensure that this happens. Creative directors are important - someone whose responsibility it is to quality check work and encourage designers to always do their best and let them know when something is just not good enough. This is necessary in a studio of 3 or 33.

Is stock photography over-relied upon by Irish graphic designers? If so, why do you think this is?

Yes! Budgets and Time!

Do you think it is generally the marketing dept. of the design agency itself or the client that forces tight deadlines?

Clients usually set the tight scheduling and it would be great if they could plan a bit better seeing design as a worthwhile consideration. I think we as an industry need to educate also and maybe demand more time and therefore eventually it should filter through that. Time = Quality = Success.

Many of the formats for graphic design from the annual report to the DL leaflet have remained the same for many years. Do you think this will be set to change in the coming years, due to environmental concerns and the rising use of electronic media?

I really did think that a couple of years ago but now I'm not so sure. I think we got a bit too excited about technology before we were actually ready to embrace it fully. We constantly have web designers wanting to 'convert' to print designers these days. I think electronic media and print can work together... why not? Good design is good design no matter what medium is used!

What do you think about the current state of design? and in Ireland in particular.

I don't know. It is difficult sometimes to see the wood from the trees when every day you are concerned with the general business side of your company. Personally I think our own design has improved in the last 2 years - I also think that some of the 'older' companies are still doing brilliant work and there are loads of new companies that need to be watched! It would be great to be able to see what everyone is doing. We need a forum - a large 'bring-your-own' exhibition where companies can display whatever they want!

Do you think Irish clients are becoming more design literate or less so?

More! Marketeers over the past number of years have moved around, building up experience of working with design companies and now it has filtered through. Some clients actually know exactly what they are talking about!

Where do you get your inspiration?

From the subject matter, our designers and everything I see every day.

Who are your favorite visual/graphic designers?

Anyone who cares enough to deliver a piece of design that is 100% good from beginning to end.

Finally, what are your plans for the future?

Immediate: new production manager, new colour printer and finish new house extension. Long term: ease up, chill out and buy a home by the sea!

Contact Details:
Mary Doherty, Managing Director
Red Dog Design Consultants
40 Kevin Street Lower, Dublin 8

Phone: 353-1-4760180
Email: mary.doherty@reddog.ie
Web: www.reddog.ie

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