The rise of the embedded designer in the creative industries

Abstract

Work practices in the creative industries have changed significantly since the turn of the twenty-first century. The design profession in particular has been influenced by rapidly emerging digital media practices and processes. While the design sector remains a significant source of employment, in recent years, there has been considerable growth in the number of designers working – or ‘embedded’ – in other sectors of the economy. The extent to which tertiary curricula cater for this shift in work practices and employment types is not well known. In this article, we report on original research on the preferred work destinations of a cohort of design students. This research was supplemented by a set of interviews with a small group of embedded designers in order to gain insights into the characteristics of embedded positions. Our research reveals that an embedded design position, while not well understood by undergraduate students, is a significant career path and one that should receive greater attention in undergraduate design curricula. We conclude that greater emphasis should be placed on assisting embedded designers to maintain creative networks that support them in what is a relatively isolated creative role.

Keywords:

• embedded creative
• communication design
• graphic design
• creative industries
• design education