Works Five: Kevin Ward, Senior Art Director
In an ongoing series profiling The Works’ staff, we chatted with our Senior Art Director Kevin Ward about falling into his career as an artist, how ethics can inform aesthetics and why sustainability is a lot like fashion.
WHO are you?
It’s funny: my professional life did not begin in art. I used to be a crewman on a police boat for search and rescue at the Toronto Harbour. Someone, at the time, suggested that I study graphic design at night school. And then that led to regular school. And then that led to a 32-year career specializing in financial and sustainability communications. Outside of the studio I paint, take photos and run my daily blog.
Kevin’s daily blog features his black and white photography, and includes both local shots and images from his travels.
WHAT has sustainability taught you about your artistic approach?
Working in this sector forces you to take a responsible approach to design and engage broad and diverse audiences, as opposed to just shareholders. And inherent in CSR strategy is a mandate of transparency. If design elements don’t bring clarity, you shouldn’t use them. That’s why journalistic-style photography, for example, has become so prevalent in sustainability reports. There is no smoke and mirrors. You need to present stories in their truest form. It’s a case of ethics informing aesthetics.
WHERE do the goals of a designer intersect with the goals of a sustainability strategist?
No matter the project, both designer and strategist should aim to deliver effective messages. At The Works, our dedication to precision and impact starts with our internal process. We consider all the communications tools available. We talk to each other. We debate. We listen to the wants and needs of our clients. And then we execute. We want our viewers to get the message – to have memorable experiences – regardless of the time they are able to invest in the content.
WHEN did sustainability become more than just a buzzword for you?
I’d say around 2004 or 2005. Part of my job requires looking at the world as it is and recognizing where it is going. Similar to fashion, the culture of European sustainability was always innovative. Looking at communications from that region, I realized that sustainability was not a passing fad. It was then, and still is now, a huge growth area for our industry. That’s when I started researching trends, benchmarks and best practices in sustainability reporting.
WHY is this a good time for The Works to launch the Sustainability Reporting Trends microsite?
This research helps everyone stay on top: The Works, our clients, sustainability students and professionals, curious individuals, etc. We work in a space that benefits from the proliferation of knowledge. And our approach is based on our extensive command of that knowledge. We want to be thought leaders in this field and continue to deliver winning reports. The microsite, the blog, the summary report and research, and our custom presentations – ours is a living work and it’s exciting to reach our evolving audience in new ways.
