What happens when you design for the unexpected?

That was one of the big questions explored at our latest Common Interest event, and it was answered in style by inspiring creative leaders.

We gathered London’s design community for the latest edition of Common Interest; a space to learn more about those topics shaping the design industry today. Thought diverse in terms of discipline, there were some common threads between the six speakers and three agencies on stage.

TL:DR here are our fave themes from the night:

• Emotion over perfection – Real playfulness and vulnerability connect more than polish ever could.

• Process as exploration – The journey of making, the detours and discoveries, holds as much value as the result.

• Technology as a canvas, not constraint – AI and generative systems offer new ways to collaborate, they’re still not shortcuts to creativity.

Designing for serendipity

Charlie Hocking and Nathan Smith, Founders & Creative Directors, Studio Kiln

Studio Kiln posed the question: Has our obsession with outcomes crowded out the value of the unexpected?

Their talk, Designing for Serendipity, encouraged us all to embrace ‘lifeful design’ – that’s work that truly surprises and delights. By making space for the unplanned, they championed a creative approach that puts feeling at the centre of process – and therefore outcome. As Charlie put it:

“Perfection is kind of suspicious… the things we truly resonate with are usually far from perfect.”

Focusing on their RTS Cambridge case study, they showed how leaning into uncertainty allowed the brand identity to evolve in unexpected  ways. We learnt that the richest design happens when you’re open to discovery, not in pursuit of perfection.

Designers are writers too

Sam Russell and Orlaith Wood, Creative Directors, Reed Words

Reed Words reminded us that design is more than form: it’s also language.

Kicking off with some audience participation (the only time we’ll allow a “w*nker” heckle) Orlaith and Sam used metaphors and real-world examples to showcase how every word we use carries dual weight: its literal meaning, and its emotional impact. They urged designers to consider words not just as a placeholder for copywriters, but as powerful tools for crafting identity, mood, and connection.

“Every word is a balloon full of meaning — and every person brings their own colour to it.”

Fierce and fun, their talk showed us that the right words can unlock new worlds… and should be every designer’s secret weapon.