In an era where creativity is often mistaken for technical prowess, Netflix’s series “Abstract: The Art of Design” brings the true values of the creative sector back into the spotlight. This documentary series highlights a reality that, especially in Italy, underscores a concerning decline in the appreciation of design. Today, the creative value of designers is measured using criteria unrelated to the inherent dynamics of the creative world, equating their work to tasks far removed from innovation and artistic expression.
One of the key elements that emerge from “Abstract” is the professional independence of creatives. Most of the designers featured are freelancers with their own studios, collaborating externally with agencies or companies. They are not required to be perpetually present at the agency’s premises; instead, their personal creative space—which each designer cultivates to stimulate imagination—is highly valued. Professionals are recognized and respected for their expertise, and there is trust in their ability to guide the project in the best direction. What’s surprising is the absence of clients shadowing the designer at every step. Clients entrust the creative responsibility to the designer without constant interference, allowing for the creation of authentic and innovative works.
Creatives—be they designers, artists, or planners—are given the freedom to express their vision. There’s an initial briefing phase where the project’s boundaries and specifics are established, but it’s rare to see drastic changes in client requests during the creative process. This approach is facilitated by the effective use of mood boards and preliminary drafts, tools that reassure the client and allow for early correction of any misunderstandings. This method, also used by our Agency, is based on involving the client in the initial decision-making stages post-briefing. By doing so, a climate of trust is fostered, making clients more receptive to professional guidance—guidance they helped shape in those early stages. “Abstract” not only highlights how Italy remains anchored to outdated dynamics but also serves as an endless source of inspiration for every young designer entering the profession, dismantling the notion that a designer is merely an executor and reinstating them as the author and protagonist of their works.
Another fundamental aspect highlighted by the series is the importance of time. Creating something meaningful requires time for research, contemplation, and experimentation. Through the experiences of these design giants, we understand how essential it is to have adequate time to accomplish and realize high-level projects. While deadlines exist for everyone, the typical—and very Italian—“I needed it yesterday” is a concept that scarcely exists outside the “Italy bubble,” especially in contexts aiming for elevated design standards. It’s refreshing to see how the clients of the creatives featured in the series display foresight by granting appropriate and humane timelines for project development. This respect for the professional and their creative process not only enhances the quality of the final work but also fuels the designer’s passion and dedication.
“Abstract: The Art of Design” is not just a celebration of international design; it’s also a moment of reflection for all those working in the design sector in Italy. It’s imperative that designers demand the respect they deserve—not out of rebellion, but to perform their best work, uphold professionalism, and continue to love their craft day after day. To explore how to enhance the creative process in your branding or UX/UI design project, contact us and discover how we can collaborate to bring your ideas to life. Image credits: Netflix - Abstract
