The Dieline sits down with Sarah Pidgeon, Founder/Creative Partner of Horse and winner of Editor’s Choice and 1st Place Non-Alcoholic at The Dieline Awards 2015, to talk about what makes Horse unique from other studios.

1.What in your opinion sets apart a good design from a great one?

It goes without saying that good design needs to look good, so execution and craft plays an important role, but the best designs are more than just styling – it’s clever and original thinking that set good designs apart from great ones. Great ideas effortlessly express the essence of a product or brand in an original, intelligent and challenging way.