Doriane Naufle and Raissa Schpatoff share their resolutions and predictions for the year ahead with Creative Boom

Posted on 01/05/2023
Doriane Raissa Future Brand hero 1

As 2022 ends and 2023 begins, there's no better time to reflect on what you've given yourself to work with over the past year and look forward to what you want to do next.

In the spirit of looking forward, Creative Boom spoke to designers worldwide about their creative goals for the coming year, gathering the best predictions for what will happen to the creative industry in 2023 from some leading voices.

As part of the discussion, Doriane Naufle, creative director at FutureBrand Paris, expressed that studios will be thinking more deeply about refining mixed working in the coming year.

"If 2022 was a learning curve for hybrid working, then 2023 needs to truly define what hybrid working looks like," she believes. "As creative agencies, we must find the perfect formula to value the best of both worlds and create spaces that foster that. Multiple lockdowns have accelerated powerful and exciting tech. In the coming 12 months, we must embrace the metaverse and what it can offer while balancing the culture and creativity for which the design sector is known."

In 2023, she'd like to see ways in which studios can experiment with new tech while keeping the benefits of the more traditional means of interacting and creating. "Tech should be considered a supporting tool," she argues. "If it's used too much, we risk losing the heart of what makes the sector what it is. We also don't want people to feel forced to come back into the office. We want them to actively want to because of what it can offer. It will be interesting to see how agencies play with tech to reap the benefits of remote and in-person collaboration."

"WFH has shown what people can achieve," she continues. "In 2023, we need to promote autonomy. Leadership is needed, but breaking down the hierarchical structures we've seen traditionally gives much-needed junior members a feeling of empowerment and belonging. Not only will this bolster good energy internally, but it will be attractive to potential applicants after a year of recruitment struggles across all sectors."

Raissa Schpatoff, graphic designer and art director at FutureBrand London, will also be putting her creative community front and centre in 2023. Raissa recently relocated from São Paulo to London, where she's building meaningful new connections. She told Creative Boom that she has an ongoing goal to build bridges: "Collaborating with people makes a huge difference in my day-to-day creative process, where I feel most inspired, and offers me different ways of looking at the world." She says she's also committed to being more active this year – but she doesn't mean taking more frequent trips to the gym. "In 2023, I want to be an active observer, active listener, active reader."

Read the full article here.

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