After graduating from Central Saint Martins in 2002, Natasha won ‘Designer of the Year’ at New Designers and exhibited her work internationally. She then worked at leading innovation and design agencies in New York, as well as creating and teaching the first innovation syllabus at Pratt Institute. She moved to London in 2009 to co-found the innovation consultancy Bow & Arrow. Bringing the strategic rigour and commercial robustness of a management consultancy together with the creative mindset and craft of a design agency, Bow & Arrow is a unique place for creatives to fully influence business. Her aim is to inspire and enable a new breed of designers to have a bigger role and influence than merely execution at the end of a project’s lifecycle. She believes designers are crucial to business success and Bow & Arrow enables designers to get to the top table in major organisations. Over its ten year life, Bow & Arrow has partnered with organisations like American Express, British Airways, The Wall Street Journal, Google, and BMW MINI.
She is also a big champion of women in leadership and is a dedicated mentor to people across the business. Outside of her work for clients, she has also worked with her mixologist brother to create a series of cocktail bars, restaurants and products.
"I decided to be a judge because I really believe in the power of design to truly affect business and I want more businesses to understand the real value design can bring them. I want to see how creativity and design can effect and impact businesses for good. How design taps into a genuine customer need and intuitively and viscerally makes products, services and people’s lives better.
An entry will stand out to me when it goes beyond making something pretty or superficially better, but if it creates genuine change or useful disruption. Entries that challenge perceptions and the status quo – and that feel like they are genuinely belong in 2019 and the future, and don’t feel like more of the same of what we’ve seen before.
Possibility is fuelling the industry right now. The possibility that design is not a bolt on to the end of a process of concepting and strategy but an integral and important part of business. Design-led thinking is just starting to get talked about and implemented in big organisations. The value of design as part of business is starting to be understood in the mainstream and the power of it as crucial for success. Designers are doing start ups and creating businesses and this sense of a vast world of possibility opening up is a tipping point for the industry.
Designers don’t just make things look good. They fundamentally understand human behaviour and desire. I see us at the cusp of a really exciting time for design and technology and it’s never been a better time to be part of it. Continually and into the future, I see designers being able to really affect business and the way it works – not just the way it looks. Design will become more recognised in an everyday, permeating way and not just the few will be able to see its value.
In the 2019, I see designers truly impacting innovation. They will not just be the people that design the brand for new innovation, but the ones that spot the market opportunity in the first place; that don’t just come up with the brand design but the name of the brand, the reason it will exist in the first place and what it will do and how it will impact the world, not only how it looks. Designers have the intelligence, insight and human understanding to truly creative"