ContactAboutPortfolioTop Post

Tom Davenport

Tom Davenport is a creative digital marketer who develops content and digital experiences for brands.

  • February 18, 2013 3:02 pm

    Jonathan Ive on on how Apple names its products

    I’ve found an extra clip from Jonathan Ive’s appearance on beloved British children’s programme Blue Peter, which you can see below.

    He discusses how Apple approaches naming new products, and the psychological effect that those names can have on the design process. Barney asks how Ive would approach designing a lunchbox. His reply:

    "If we’re thinking of lunchbox, we’d be really careful about not having the word ‘box’ already give you  bunch of ideas that could be quite narrow. You think of a box being a square, and like a cube. And so we’re quite careful with the words we use, because those can determine the path that you go down."

    I found it on the iPlayer stream of the original blue Peter episode. It looks like the official BBC clip which did the rounds on mac news sites last week was an edited version which cut this out. A shame really, because this was the most insightful part, though I thought it was great to see how humble Ive was while being presented with his gold Blue Peter badge.

    Here’s the full original segment where Ive gives extra feedback on work submitted by young designers:

    Notice how Ive reacts to a design with a smart wristwatch… perhaps one day his smile will prove telling.

  • March 31, 2011 4:48 pm

    From Letters of Note:

    In June of 1973, spurred on by the recent discovery of a dying bird in his garden, 9-year-old Anthony Hollander wrote the following letter to the presenters of Blue Peter — the BBC’s much-loved children’s television show — and asked for assistance in his quest to “make people or animals alive.” Below is his letter, and the encouraging response written by the programme’s editor,Biddy Baxter.


    In 2008, the very same Anthony Hollander, now a professor of rheumatology and tissue engineering at the University of Bristol, played a key role in a record-breaking feat of surgery: the successful implantation of an artificially-grown windpipe into a 30-year-old Colombian woman named Claudia Castillo. Hollander has since said of the letter and response:

    If [Biddy Baxter’s] letter had shown any hint of ridicule or disbelief I might perhaps never have trained to become a medical scientist or been driven to achieve the impossible dream, and really make a difference to a human being’s life. I remember being thrilled at the time to have been taken seriously. Actually, even nowadays I am thrilled when people take my ideas seriously.

    Full transcripts of both letters follow. Image courtesy of the BBC.


    Image: BBC

    Click ‘read more’ for the transcript.

    Read More