IIDA Perspective - Fall/Winter 2014 - 47

Hiring a writer or an editor full time isn't feasible for every firm,
but companies don't need to have a writer in-house to leverage
the power of compelling narrative. Molly Heintz is the founder
of Superscript, a writing collective that works with design firms
and cultural institutions to "develop editorial content that ranges
from thought-provoking op-eds to sparkling product copy."
Heintz founded the firm in 2010, after graduating with a Masters
in Design Criticism from The School of Visual Arts in New York.
Her co-founders were three of her fellow graduates, all members
of the inaugural class of the "D-Crit" program, which launched
in 2008. (Several other programs have emerged in the last
few years: The University of Illinois in Chicago now has a two
year masters in the field, and Parson's/The New School has
a Masters in Design Studies.) The D-Crit curriculum emphasizes
a diverse approach to design education: the mission statement
notes that students "learn research methods, reporting techniques, and theoretical models." In addition to seminars
and lectures, students participate in workshops and have site
visits. Program graduates have gone on to curate exhibits at
modern art and design institutions, work as journalists and
editors for a range of publications, and consult for art and design
focused non-profits.
Heintz and her co-founders followed similar paths, taking fulltime editorial jobs at publications like Metropolis and Domus.
But they began to collaborate informally on side projects, and
discovered they worked well together. Eventually, Superscript
was born, and in 2012, Heintz left her job at The Architect's Newspaper to run the company full time. Her co-founders remain
involved on a part-time basis.
Superscript's work has included a variety of projects: they've
curated an exhibit at the Venice Biennale with OMA, worked
with MOMA, and collaborated with design institutions like
Pentagram, Gensler and The Rockwell Group on books, installations and other projects. Heintz says that part of what Superscript
offers is "content strategy"-not only working with firms to craft
their stories, but helping them figure out what stories they should
be telling in the first place. She says having a writer who truly
understands design participate in a firm's process is hugely
advantageous, and that more and more, firms are engaging them
earlier in the design process.

the import



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2014

Contents
Contributors
From IIDA
Behind the Issue
Viewpoints
Pop Goes the Marketplace
Beyond Programming
Startup Design
RFP: Decoded
The Power of Narrative
Inspiration
Colophon
Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover1
IIDA Perspective - Fall/Winter 2014 - Cover2
IIDA Perspective - Fall/Winter 2014 - 1
IIDA Perspective - Fall/Winter 2014 - 2
IIDA Perspective - Fall/Winter 2014 - Contents
IIDA Perspective - Fall/Winter 2014 - 4
IIDA Perspective - Fall/Winter 2014 - Contributors
IIDA Perspective - Fall/Winter 2014 - From IIDA
IIDA Perspective - Fall/Winter 2014 - 7
IIDA Perspective - Fall/Winter 2014 - Behind the Issue
IIDA Perspective - Fall/Winter 2014 - Viewpoints
IIDA Perspective - Fall/Winter 2014 - Pop Goes the Marketplace
IIDA Perspective - Fall/Winter 2014 - 11
IIDA Perspective - Fall/Winter 2014 - 12
IIDA Perspective - Fall/Winter 2014 - 13
IIDA Perspective - Fall/Winter 2014 - 14
IIDA Perspective - Fall/Winter 2014 - 15
IIDA Perspective - Fall/Winter 2014 - 16
IIDA Perspective - Fall/Winter 2014 - 17
IIDA Perspective - Fall/Winter 2014 - Beyond Programming
IIDA Perspective - Fall/Winter 2014 - 19
IIDA Perspective - Fall/Winter 2014 - 20
IIDA Perspective - Fall/Winter 2014 - 21
IIDA Perspective - Fall/Winter 2014 - 22
IIDA Perspective - Fall/Winter 2014 - 23
IIDA Perspective - Fall/Winter 2014 - 24
IIDA Perspective - Fall/Winter 2014 - 25
IIDA Perspective - Fall/Winter 2014 - 26
IIDA Perspective - Fall/Winter 2014 - 27
IIDA Perspective - Fall/Winter 2014 - Startup Design
IIDA Perspective - Fall/Winter 2014 - 29
IIDA Perspective - Fall/Winter 2014 - 30
IIDA Perspective - Fall/Winter 2014 - 31
IIDA Perspective - Fall/Winter 2014 - 32
IIDA Perspective - Fall/Winter 2014 - 33
IIDA Perspective - Fall/Winter 2014 - 34
IIDA Perspective - Fall/Winter 2014 - 35
IIDA Perspective - Fall/Winter 2014 - 36
IIDA Perspective - Fall/Winter 2014 - 37
IIDA Perspective - Fall/Winter 2014 - RFP: Decoded
IIDA Perspective - Fall/Winter 2014 - 39
IIDA Perspective - Fall/Winter 2014 - 40
IIDA Perspective - Fall/Winter 2014 - 41
IIDA Perspective - Fall/Winter 2014 - 42
IIDA Perspective - Fall/Winter 2014 - 43
IIDA Perspective - Fall/Winter 2014 - The Power of Narrative
IIDA Perspective - Fall/Winter 2014 - 45
IIDA Perspective - Fall/Winter 2014 - 46
IIDA Perspective - Fall/Winter 2014 - 47
IIDA Perspective - Fall/Winter 2014 - 48
IIDA Perspective - Fall/Winter 2014 - 49
IIDA Perspective - Fall/Winter 2014 - 50
IIDA Perspective - Fall/Winter 2014 - 51
IIDA Perspective - Fall/Winter 2014 - Inspiration
IIDA Perspective - Fall/Winter 2014 - Colophon
IIDA Perspective - Fall/Winter 2014 - 54
IIDA Perspective - Fall/Winter 2014 - 55
IIDA Perspective - Fall/Winter 2014 - Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover3
IIDA Perspective - Fall/Winter 2014 - Cover4
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