In this movie filmed at Dezeen Live during 100% Design, British industrial designer Benjamin Hubert argues that designers should focus on building their own name as a brand.

In the movie, Hubert says that "a designer's name is incredibly powerful" and "designers really need to focus on their own name".

"Do one thing really well, talk about one thing really well, have a message, have an ethos, and keep hammering it home," he advises. "It's a simple process but it's been really beneficial for us."

Hubert starts off by showing a selection of images that inspire his work, including overhead cables in Japan, which he describes as "organised chaos", and "misused" furniture from Brazil where people have strapped chairs to pillars and trees to create makeshift living spaces.

"They're sort of used for old boys watching the street, watching the world go by, and I just love this idea that they've been customised," he explains. "It's these strange ways that furniture is misused and has a second life. I just find this story and the life cycle of a product really interesting."

He then discusses his studio's new in-house approach to the design and manufacture of some projects. Commenting on the tent-like lighting he launched at London Design Festival in September 2012, he explains: "Instead of handing it over to a third party and essentially having a middle man in the process, we decided that we'd develop the whole thing."

"It's just thinking about the idea of tapping into that, and diversifying from the royalty model and the fee model to doing a bit of self production," he adds.

Dezeen Live was a series of discussions between Dezeen editor-in-chief Marcus Fairs and a number of designers and critics that took place at design exhibition 100% Design during London Design Festival in September 2012.

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