Question 1: how do you find the industry’s stance on smaller scale, independent creatives or studios? Does the size of the studio ever affect the volume of work one receives?
It’s rather a question of representation than size – how you present yourself is how you will be seen is what you will do
Question2: have you ever been in a position whether it be as an emerging creative or even now? Where you’ve had to really “sell yourself” to get work? Or has you experience been much simpler/smoother?
The question is how much you need for yourself. If you can live simply then you don’t have to really sell yourself. If you do good work there will always be jobs for you. If you want to be paid well you have to get the jobs that pay you well. This might means sometimes to sell yourself – you could also call it „putting yourself in the right light"
Question 3: do you ever see larger scale branding projects as any harder, or less interesting than smaller projects? Have you found in your experience to have been given less creative freedom with a branding project or have you been given a large amount of creative freedom?
It only depends on who is your collaborator. If you are able to have a clear line of communication you can develop great creative freedom together.
Question 4: with you work for AKOG, how have you found communicating the idea of a proud, homegrown German heritage through mainly typographic and minimalist branding design. Do you feel that focusing on typographic and minimalist design gives you more freedom to express the idea or did it limit your possible outcomes, if so, how did you try to work around that?
We had a clear idea of what we wanted. It wasn’t about denying anything, rather bringing something to life.
Question 5: with projects like AKOG and its proud heritage and identity being a key part of the visual branding, do you always try look for inspiration as deep and as impactful as AKOG’s in other works? Does it help when there’s a meaningful idea behind the design?
It’s always about the idea, whether is something conceptual or just simply an idea of form.
Question 6: in the UK there is a clear divide between the North and the South in terms of design, studios, volume of work etc. There are both positive and negatives to being a northern based creative (which I am) for example, northern based studios usually have to work harder to gain a larger client/commission and don’t always tend to get the same volume or notoriety of work as southern studios. Although towards the back end of 2018 there was a huge surge in northern creatives and a massive increase of northern design on the scene which is great. I wanted to know is there a similar situation in Germany? Is there a North/south, East/West creative divide?
There are some major places where a lot of good work is created. Probably also because the clients are there. But I’m sure there is a lot very good in between.
Question 7: probably a question you receive a lot. What advice would you give to up and cooking creatives about making a ‘name’ for themselves, how and where should someone start?
Try to find your own vision of what you like in design, what people you want to work with, how you want to work/live and things will develop naturally.
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