We’re excited to shine a spotlight on Keith Evans, our Creative Director, whose insights and experiences offer a glimpse into what makes our team unique.
From personal growth to memorable moments of collaboration, Keith’s reflections highlight the spirit and energy that drive our success.
Below are Keith’s answers:
Reflecting on Team Dynamics:
What makes our team unique, and how does the team dynamic contribute to our success?
“Our unique dynamic plays a huge role in our success. Our projects span a wide range of disciplines—take wayfinding, for instance. It’s not just about designing signs; it’s a blend of branding, architecture, interior design, engineering, graphic design and most importantly user experience. It’s essential we have a team diverse enough to cover all these aspects seamlessly.
We place great importance on hiring people we genuinely want to work with—those who not only excel in their craft but also embody the values we hold dear, particularly empathy. This quality not only results in better designers who create with the end user in mind, but also in better colleagues. It’s essential that our team consistently considers the needs and perspectives of others. Empathy strengthens our studio culture, fostering a fun and relaxed environment where everyone feels comfortable to seek and offer help, promoting open communication and collaboration without fear or hesitation.”
Personal Contributions and Growth
How has your role evolved since you joined the team?
“After 22 years at Air, I’ve grown from a Junior Designer focused on specific tasks to Creative Director with a strategic role where I help shape the direction of our projects. This has helped me develop as a leader and mentor within the team.
It’s important to me that our studio is a place where we encourage growth and provide a inclusive space to learn. Recently, we’ve introduced new internal strategies designed to help our team challenge themselves and accelerate their career goals.”
Collaboration and Teamwork
What do you enjoy most about collaborating with your colleagues?
“I love the energy that comes from blending our diverse skills. We make sure everyone has a voice and encourage listening and teamwork. For me, the best projects are those with input from the whole team. Our ability to work as a cohesive team, even under tight deadlines, is something special.
Collaboration with our clients is also essential. From their perspective, it’s important that we create opportunities to work together, enabling us to gain a deeper understanding of who they are, their motivations and the goals they have for the project. Active listening and close collaboration are critical to ensuring that we deliver solutions that truly align with their vision.”
Challenges and Solutions
What challenges have you encountered while working on projects, and how have you and the team overcome them?
“As wayfinding designers, we often face the challenge of balancing creative ideas with practical constraints. Balancing the amount of information displayed on signage while ensuring legibility is always a key challenge. This often involves managing dual languages, promoting inclusivity, and simultaneously adhering to regulations such as fire and safety standards. Before beginning any design work, we invest significant time during the strategy phase to carefully planning how to deliver essential information in the right locations, ensuring both clarity and compliance without compromising the design or user experience.”
Future Aspirations
Looking ahead, what excites you most about upcoming projects or company goals?
“I’m particularly excited about the opportunity to push the boundaries of what’s possible in the evolving landscape of both digital and physical spaces. We’re exploring innovative ways to leverage technology, conducting real-world wayfinding tests beyond the studio walls, allowing us to gather meaningful insights from users in real environments. This approach is helping us discover new solutions to long-standing challenges. Additionally, we’re focusing on sustainability—re-evaluating the materials and construction methods we use to reduce our environmental impact.
Expanding our portfolio into new markets is another key goal that will challenge us to adapt and refine our expertise, driving continuous innovation and strengthening our team’s competitive edge.”
