Tim Kobe graduated in environmental design in 1982 from the Art Center College of Design, Pasadena. He worked with Herb Rosenthal, Murray Gelberg and The Burdick Group before becoming a founding partner of West Office Design Associates in 1987. In 1989, he set up the globally recognised strategic design firm Eight Inc. and became its CEO. The studio today has offices in San Francisco, New York, Honolulu, Tokyo, London, Singapore and Beijing, working with companies such as Apple, Virgin Atlantic Airways, Nike, Coca-Cola, Knoll and Citibank. Tim Kobe has lectured at renowned international institutes and universities and, amongst others, serves on the Board of Directors for the Grabhorn Institute in San Francisco.
What do you understand by good communication design?
Any design must have qualities that are relevant to the end user, be distinctive from others and connect on an emotional level.
Which of your projects has been
the biggest challenge for you so far?
The most challenging projects are ones where there is a need for large companies to do things in new ways. Behaviour change within large companies is really the most difficult thing to achieve.
With whom would you like to work?
We worked with Steve Jobs for many years and still work with the world’s most visible and best-loved brands. For us, any leader who appreciates the value of design and the power of meaningful outcomes is a person we admire.