4better or 4worse

VSA Partners, a strategy and creative agency that has been around for more than 40 years, has launched Design4Better, a “new initiative that reimagines creative brand designs not just for clients or pitches, but for the pure joy of design” and a space where “visitors can see what happens when top talent is given the space to design and create with no boundaries”. In other words, designing for the sake of design and without any boundaries set by a design brief. Is this a good look for an agency the size of VSA? Will it get them the type of clients they are freely designing for? Is the design really, truthfully for the better?