AD MASTERCLASS Go behind the scenes on Wieden+Kennedy’s groundbreaking work for Honda DESIGN CUSTOM TYPE How Sawdust created bespoke numerals ISSUE 220 for its latest editorial design project NOVEMBER 2013 DIGITAL EDITION STAY MOTIVATED Why it’s PRINTED IN worth spending time and energy THE UK on experimental personal projects Featuring... Thelatestdesigntrends Č FYU`]gYČUbXČFUb_]bČg\cch ZcfČ;ȥGhUfČFUk ČHUfUČAWD\Yfgcb Č FYdcfhgČZfcaČ5;=ČCdYb UbXČ@cbXcbČ8Yg][bČ:Ygh]jU` ČIbXYf`]bYČGhiX]c Č5bXČaiW\ČacfYĔĔĔ DELIGHT YOUR CLIENTS We reveal the secrets of stronger, more rewarding client relationships
WELCOME NOVEMBER 2013 EDITOR’S LETTER KEEPIN EveryonelovesahappyclientUnderstandingthebrief TOUCHWITH… and goingaboveandbeyondexpectationswiththeworkyou deliverareclearlyabsolutelycrucialtothis–butit’sabout morethanjustthedesignprocess It’snotnecessarilyaboutwiningdiningandlongluncheseither Managingrelationshipscarefully–andclearregularcommunication evenaeraprojecthaswrapped–iswellworththetimeandeffort Asthismonth’sIndustryIssuesfeaturepointsoutrepeatworkfrom TWITTERCOM/ adelightedwell-looked-aerclientcancostconsiderablylessto COMPUTERARTS bringintothestudiothanwinningoveranewcontactfromscratch Therearefewbe erexamplesofthiskindoffruitfullong-term relationshipthanWiedenKennedyandHondawhichyieldedthe FACEBOOKCOM/ enduringlyinspirationalPowerofDreamscampaignasweexplore COMPUTERARTS inourSpecialReportAndasusualtheProjectssectionispacked withexamplesofdesignbriefsthatbenefitfromthemarriageofa talenteddesignerandanenlightenedunderstandingclient Designer-clientcollaborationwillbethethemeofourImpact Conferencenextyearandclientsalsofeatureprominentlyonthe judgingpanelofournewBrandImpactAwardsopenforentries nowYou’llbehearingagreatdealmoreaboutbothoftheseover thecomingmonthsNowgoforthandmakethoseclientshappy NICKCARSON EDITOR [email protected] FEATURING FABIANOEFNER TARAMCPHERSON JORDIBARES ROBGONZALEZ CLAIREDAWSON CGIwasbannedduring TheLA-bornartisthas RealiseStudiotook Onpage Rob–who’s Thisissuewemeet FabianOefner’sepicpaint- createdpostersforbands G-StarRaw’s‘Destroy onehalfofLondondesign Toronto-basedstudio manipulationseriesLiquid includingModestMouse to Construct’philosophy duoSawdustalongside UnderlineStartingon Jewel–partofwhichstars andtheMelvinsplus seriouslyinitsexplosive JonathanQuainton–walks pageco-founder onourcoverthisissueWe bookscomicsadverts recentcommercialforthe throughhowthestudio Claire explainswhat caughtupwiththe“curious editorialillustrationstoys brandCreativedirector designedthefirstprinted elevatesapieceofwork investigatorphotographer soloshowsandmoreOn Jordireliveshowthe versionofuniversityguide fromcleanandsimple andartist”onpage page shetalksJapanese designteamworkedwth theShanghaiRanking– totrulyelegantandwhy tofindoutmoreabout influencesastrophysics photographerRankinto a stunningpieceofprint the studiosometimes hismesmerisingproject andwhysheavoidsthe realisehisvisioninour workthatboastsafullset likes to ‘blind’itsclients and whatinspiredit term‘lowbrowart’ projectdiaryonpage ofcustomnumerals withthelate-morningsun www.fabianoefner.com www.taramcpherson.com www.realisestudio.com www.madebysawdust.co.uk www.underlinestudio.com COMPUTERARTSCREATIVEBLOQCOM --
MEET THE TEAM NOVEMBER 2013 MEET THE TEAM FUTUREPUBLISHINGLTD MONMOUTHSTREETBATHBA BW PHONE FAX NICKCARSON EMAIL [email protected] EDITOR WEBcomputerarts.creativebloq.com Nick has spent almost as much time ferrying himself EDITORIAL MARKETING to and from London for various design events as he NICK CARSONEDITOR PHILIPPANEWMAN has waging war on his perpetually tardy builders, who [email protected] Group marketing manager [email protected] seem most reluctant to finish work on his house. JULIA SAGARDEPUTYEDITOR [email protected] SAMANTHABOOKMarketing manager [email protected] JO GULLIVER ARTEDITOR [email protected] ALEXANDRAGEARY Marketing executive JULIASAGAR [email protected] RUTH HAMILTON DEPUTYEDITOR PRODUCTIONASSISTANT PRINT & PRODUCTION Julia was le to look aer her infant nephew for a [email protected] MARKCONSTANCE Production manager VIVTURNER Production co-ordinator weekend this month. She got off to a shaky start by JIM MCCAULEY NETWORKEDITOR NOLACOKELY Ad production manager immediately losing her brother’s thorough care notes, [email protected] CIRCULATION but did manage not to misplace the actual baby. CONTRIBUTORS JAMESRYAN Direct marketing executive [email protected] Zaneta Antosik, Joshua Checkley, Tom Dennis, FranklinTill, Hoss Gifford, DANIELFOLEY Trade marketing manager Dan Gray, Karen Lewis, Reynard Li, [email protected] David McMillan, Dan Oliver, Sabrina JOGULLIVER Smelko, Ola Volo, Garrick Webster, RICHARDJEFFERIES ARTEDITOR Anne Wollenberg International account manager richard.jeff[email protected] Jo joined Julia and Ruth at Vince Frost’s talk in ADVERTISING London, although a lack of coordination meant they LICENSING almost didn’t make it. They missed the free booze, REGINAERAK Licensing director CHARLIESAID Ad sales director [email protected] but at least they didn’t have to sit on the floor. 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NOVEMBER 2013 ISSUE 220 NOVEMBER 2013 CULTURE TRENDSAnillustration-ledapproachtovideogames plusa newposter that celebratesthebeautyofprint PEOPLEWechattoustwo’sTimSmithabouthow hebaggedhisdreampromotionpeekinsideBleed’s INDUSTRY ISSUES massiveOsloofficeandcelebratethekookystyleof DELIGHT bloggerandillustratorGraceDanico YOUR CLIENTS PLACES TakeastrollaroundMexicoCity’screative districtswithdesignerandillustratorMelissaChaib Whyhappyclientsequal a healthybalancebookfor EVENTSLondonwasbuzzingwithcreativeactivity yourdesignstudio thismonthWereportfromAGIOpentheGlobal DesignForumandourveryownGenerate INSIGHT DESIGN-SAVVYCLIENTSComputerArtseditor NickCarsonexploresthevalueoftheclient’ssideof thestoryandhowourinauguralBrandImpactAwards schemeplanstotapintoit GETYOURHANDSDIRTYAlltheplanningand strategicthinkingintheworldcan’treplacegenuine hands-onexperiencearguesHossGifford MYYEAR-LONGLABOUROFLOVEAre extendedpersonalprojectsworththeeffort? Sabrina Smelkosharesherexperiences PROJECTS THEFINALCOUNTDOWNHowSawdusttooka stackofdrydataandturneditintoastunningbook withthehelpofsomecustomribbon-inspiredtype INKONPAPERIllustratorOllieMundenaka Megamundenbroughthispassionfortaooart SHOWCASE to LaurenceKing’s newgrown-upcolouringbook DENIMSHORTTaskedwithturningthevisionof Ourselectionoftheworld’sbestnewgraphicdesign iconicphotographerRankinintoaTVspotRealise illustrationandmotiongraphicswork StudiosetaboutexplodingG-StarRaw’sclothing into thousandsofpieces COMPUTERARTSCREATIVEBLOQCOM --
NOVEMBER 2013 CONTENTS EXCLUSIVE VIDEO: THE DESIGNER SERIES The latest in our exclusive video diaries goes behind the scenes at global creative consultancy Wolff Olins Chris Moody on staying ahead of the curve TRY THE Bringing an iconic brand to a new audience SPECIAL REPORT iPAD EDITION FOR FREE! THE POWER OF DREAMS TURN TO PAGE 49 FromCogtoHandshowWK’sinspiredworkforHondabecame FOR MORE SUBSCRIBE TO oneof the mosttalked-aboutcampaignsinadvertisinghistory COMPUTER ARTS ďI?ďfYUXYfgĘďGUjYďidďhcďćăĒď ďIGďfYUXYfgĘďGUjYďidďhcďćĈĒď Morecomputerartscreativebloqcom STUDIO LIFE IN CONVERSATION UNDERLINE STUDIO TARA MCPHERSON Whendoessimpledesignbecometruly Wemeetthecreativewhosedistinctive elegant?UnderlineStudio’sFidelPeñaand style meldschildlikewhimsywithdark ClaireDawsonsharetheirapproach Gothicundertones COMPUTERARTSCREATIVEBLOQCOM --
VIDEO INSIGHT NOVEMBER 2013 EXCLUSIVE VIDEO THE DESIGNER SERIES PART 8: WOLFF OLINS Watch the eighth instalment in our exclusive series exploring the ideas and creative processes of the world’s most exciting studios. Available now on our private YouTube channel: http://bit.ly/ca220-wolffolins ABOUT THE STUDIO The global consultancy founded by Michael Wolff and Wally Olins in 1965 has outposts in London, NYC and Dubai. Never shying away from bold new approaches, its work has included debate-stirring branding for AOL, New York City and the London 2012 Olympics – plus rebrands for USA Today and NBCUniversal. Its London ofce was voted onto The Sunday Times’ list of 100 best small UK companies to work for. www.wolffolins.com COMPUTERARTSCREATIVEBLOQCOM -10-
NOVEMBER 2013 VIDEO INSIGHT BONUS CONTENT! GETEVENMOREEXCLUSIVE VIDEOANDIMAGERYIN OUR iPADEDITION see p PART 1 PART 2 AGENCYINTRO FORTNUM&MASON YEARSYOUNG LIFE’SAPICNIC CreativedirectorChrisMoodygiveshistakeonWolff HowWolffOlinsbroughttheiconicF&Mbrandto Olins’uniqueapproachandhowthebrandingagency ayoungermoreurbanaudiencedesigndirector hasstayedaheadofthecurvebyregenerating CharloeHopkinsonintroducestheHamperling PART 3 PART 4 LAUNCHINGEE EEBRANDING SMARTPARTICLES CARRYINGACROSSPRINT Asimpleconceptcantranslateacrossanentire JodyHudsonPowellwalksthroughhowWolffOlins launchcampaignasdesigndirectorDanGreene developedtheideaofa‘SmartLayer’ofcircular demonstrateswithWolffOlins’brandingforEE particlesacrossallthebrand’sprintcollateral PART 5 PART 6 EEBRANDING THENEXTYEARS TRANSLATINGINTOMOTION KEEPINGBRANDINGRELEVANT InoursecondEEwalkthroughFrancFalcoexplores ChrisMoodyconsidershownewadvanceswillaffect theexcitingpossibilitiesthatmovingimageand howconsumersengagewithbrandsinthefutureand interactivitypresentedforthebrandingsolution whatthismeansforagencieslikeWolffOlins COMPUTERARTSCREATIVEBLOQCOM -11-
TRENDS CULTURE Ceri WilliamsandDanWalters’ Morphopolisisanewcomputer gamewithanunexpectedly delicate intricateaesthetic WE LOVE... Gaming with style Computer games get a delicate new aesthetic, all courtesy of Ceri Williams and Dan Walters hecomputergamingindustry T getsarefreshingmakeover with Morphopolisanadventure gamecreatedbyarchitecturegraduates CeriWilliamsandDanWaltersBased aroundthethemeof metamorphosis theplayertakesajourneythrough a psychedelicmicrocosm Whilstembarkingonthisadventure usersexperiencebiologicalsystemsas theyassumetheroleofanaphidbug onamissiontorescueaninsectfriend The miniatureworldofplantsandinsects hasbeenhand-illustratedandanimated revealingalucidbotanicallandscapethat magicallytransformsastheplayerexplores eachsceneEachbug-infestedlandscape ismorelikeagloriousbeguilingpainting thanacomputerisedgameenvironment arefreshingalternativeto Dopen-world shoot’emups EachmonthourTrendssectioniscurated byexperiencedcreativeconsultancy FranklinTillwwwfranklintillcomCheck outtheTrendReportsectionofoursister titleComputerArtsCollectionformore in-depthanalysisofthelatestmovements in thedesignindustry
CULTURE TRENDS NOVEMBER 2013 DESIGNED FOR LIFE Good on paper Design studio Hvass&Hannibal created a tactile event poster celebrating print values creenprintedinhigh-quality S high-pigmentinksinarange of finishesDutchdesignduo Hvass&Hannibal’sseminarposteris a celebrationofprintvalues Createdtopromoteaone-dayseminar entitledWeLoveGraphicDesignthe duocontinuedthethemeofprintwithin theposter’slayoutwhichfeaturessheets ofpaperflueringdownthepageanda surprisinglystylishcentralinkblotFor studioco-founderNanNaHvassgoing toseethedesignsbeingprintedwasa personalhighlight Thepostercametolifeaspartofthe eventitwasdesignedtopromotewith Hvass&Hannibalalsotakingthereins ontheseminar’sstagesetThegraphic orange-redandnavyblueshapesfound intheposterdesignwerereplicatedon- stageinwoodwhilethesheetsofpaper wererealisedintheformoflargepieces ofcurvedaluminium “Initiallywewantedtouserealpaper andhavethespeaker’sstandbeagiant stackofpapers”smilesHvass“but unfortunatelyduetofireregulations we werenotallowedtouserealpaper” PRODUCT: WeLoveGraphicDesign screen printedposter by Hvass&Hannibal hvasshannibal.bigcartel.com COST: kr TRENDING Stay one CUTTING EDGE STILL FRESH MAINSTREAM step ahead Illustrationand Theillusionofa Largesplodges with our graphicstake pageontopof anddaubsofpaint inspirationfrom apageisbeing areappliedover ILLUSTRATION: Joshua Checkley barometer sgraffitiusing appliedacross photographsand www.joshuacheckley.co.uk of visual cool vividpaintsplashes posterspackaging graphicscreating and spraypaint andbookcovers a rebelliousspirit COMPUTERARTSCREATIVEBLOQCOM -16-
CULTURE PEOPLE NOVEMBER 2013 MY STYLE IS... LIKE A MODERN A few months ago, graphic designer and illustrator RENAISSANCE WOMAN Tim Smith joined digital studio ustwo to take up the sought-aer role of design specialist How did you get the job? I’ve been a fan of ustwo for a number of years and I felt that we had a lot in common, so felt compelled to send them my website – sort of like how you feel the need to share a mixtape with someone with the same musical taste. Thankfully theyseemedtoenjoymyworkasmuchas Freelance illustrator, Ididtheirssotheyinvitedmeinforachat NEW VENTURES blogger and karaoke-lover Theofferofajobwasnevermentioned Grace Danico’s style Just the soIthoughtit’djustbeameetandgreet andperhapsthere’dbesomefreelance comes with a touch of fun two of us opportunitiesOnemeetingturnedinto www.gracedanico.com twoandthenthreeandbeforeIknewitI wasofferedtheroleofdesignspecialist Working your way up the career ladder doesn’t have to mean sacrificing your creativity. We How did you first get into design? DIEPPA Well, I started studying graphic design RESTREPO meet Tim Smith, ustwo’s new design specialist atuniinbutI’vebeendesigning insomeformoranothernearlyallmy SHOES lifeWhenIwasfouryearsoldIwould Myfavouritemakerof rom redrawing Lego logos aged repeatedly redraw a logo I saw on a Lego Oxfordsloafersand F four to creating his first website astronaut mini figure, trying to replicate it. at and decorating the walls At I began drawing a comic strip every bootiesTheyofferclassic with graffiti at his high school, all Tim day for three years, then at Idesigned shapesthatarefeminine Smith has ever wanted to do is design. andbuiltmyfirstwebsiteThroughouthigh withamasculineedge A few months ago, he waved goodbye to schoolIcouldbefoundatlifedrawing AllOfUs to take up a new post at digital classesaddinggraffititothesideofthe design studio ustwo, in a promotion that schoolmakingmosaics–allsortsSoin enabled him to focus on doing what he a senseI’venevernotbeendesigning HANDMADE does best – being creative. MARBLED Any new things you’d like to work on? What does your new role entail? I like to think of myself as an ideas man, JEWELLERY Traditionally, as designers progress in I love coming up with innovative concepts. I’vebeenworkingonaline their career, they oen begin to take on Big ideas that shake the industry a li le ofmarbledclayjewellery some managerial responsibilities beyond are extremely exciting to me. ustwo calls the day-to-day design work. While this is its staff its ‘fampany’, and encourages inspiredbybrighthues something I am interested in, I’d prefer us to come up with ideas and present paernsandshapes to devote my time and energy more to them. I’m keen to have such an idea and found inthecosmos design, rather than management. The bring it to ustwo to deliver to the world. role of design specialist is quite rare, with only one other at ustwo, so it’s a great Any advice you’d give to people looking opportunity for me to help define it. for a new creative role? ILLUSTRATION : David McMillan, www.davidjmcmillan.co.uk Thiscactus-printdress exciting design agency around right now, to the right agency. Choose carefully which PATTERNED I’ve never got a job by responding to an ad – every job I’ve got has been through What aracted you to ustwo? SHIRTSAND a direct, targeted and bespoke approach I feel that ustwo is probably the most DRESSES both in the UK and globally, so that was a agency you’d love to work for – chances major draw. Mainly though, I think ustwo are if you like their work, they will like by SomethingElseismy yours. Take the bull by the horns and send and I have a lot in common. I have quite a go-tolileblackdress over a tailored portfolio of work to them, lot of experience in digital design, but also It featuresanarrayof or offer to come in for a chat. When they with games and illustration. With ustwo’s design arm, its new games studio and the do have a position available, it’ll be easier cactithatpopwithcolour illustrative nature of ustwo’s own creative www.mypoorbrain.com IP, I felt my skillset matched theirs. COMPUTERARTSCREATIVEBLOQCOM for them to consider you. -18-
NOVEMBER 2013 PEOPLE CULTURE MY DESIGN SPACE IS... NOT SHORT OF ROOM In one corner of creative consultancy Bleed’s huge, open-plan floorDécorisdecidedlyontheminimalist studio is founding partner Svein Haakon Lia’s office. But so sidemeticulouslyorganisedwithzero clu erandbrightwhitewallsWhatLia much space doesn’t mean lots of stuff, as we found out... doeshaveoutonhisdeskisacarefully curatedselectionofobjectsdesignedto Bleed’s founding provideatriple-prongeda ackonthe partner and creative hecreativesatBleed’sOslo studioculture”hesays“Closetowater senseswhencreativeblockstrikes director Svein Haakon T officearedefinitelynotshort greenspaceandwithall a citycanofferit Forconcentrationandfocusthereare Lia’s minimalist office, of spaceTheconsultancy makesiteasytogoout forinspiration” Bang&OlufsenHheadphones used in the corner of the occupiesanoldfactoryonthebanks InsidethewarehouseLia’sofficesits alongsideportableaudiointerfaceApogee studio’s 500-square- of theAkerselvariverthatrunsthrough alongsidemeetingroomsonamezzanine Duetforbe ersoundThefactory’slarge metre factory space thecityamassive-square-metre windowsprovideaviewoutonto spacewithseven-metre-highceilings thetree-linedriverTheseareLia says “Altogetherweareanofficeof people idealfor“meditationoveracreative sowehavealotofspacetokickaround “CLOSE TO WATER, challenge”Finallytherearearangeof in”smilesSveinHaakonLiafounding perfumesamplesonthedeskwhich partnerandcreativedirector GREEN SPACE AND ALL ispartof anongoingprojectatBleed Thesurroundingareaisanidealmixof urbanandruralaccordingtoLiaLocated A CITY CAN OFFER, IT “Smell for inspiration”Lia smiles Andifallthatdoesn’tdothetrick inOslo’screativebohemianGrünerløkka there’sanelementofsuperstition–a districtthestudioissurroundedby MAKES IT EASY TO GO metal rabbitfigurinepickedupin independentcafésshopsandparks Swedenwhichthedesignerrubsforluck “The locationisaverybigpartofBleed’s OUT FOR INSPIRATION” andaskullrubberto“eraseevil” COMPUTERARTSCREATIVEBLOQCOM -19-
CULTURE PLACES NOVEMBER 2013 CREATIVE QUARTERS MEXICO CITY Designer and illustrator Melissa Chaib takes a stroll through the neighbourhoods of La Roma and Cuauhtémoc in the Mexican capital, introducing her favourite creative hangouts BELMONDO Tabasco RomaNorte Forbreakfastlunchdinnerortohavea ILLUSTRATION: Dan Gray, www.danielhgray.com glassofwine–Belmondooffersmorethan classichomemadesandwiches delicious dessertsandalargevarietyofbeerIthas acoolatmospherewhereyoucan listento anymusicfromJimiHendrixtoEltonJohn DULCERÍA DE CELAYA OrizabaNo ColRomaNorte Thisold-timesweetshopisamustwhen visitingMexicoCityTheyhavetwoplaces inMexicoandit’sbyfarthebestcandy storeI’vefoundIt’sfulloftraditional confectioneryandcolourfultastytreats thatsatisfyeventhepickiestpalate MERCADO JARDÍN PUSHKIN ViverosdeCoyoacán Cuauhtémoc It’sbecomemySundaytraditiontovisit theJardinPushkinmarketatLaRoma ThevendorsarealwaysfriendlyEvery Sundayyou’llfindfreshfoodcheese jewelleryvintageclothingandmore And the quesadillasaredelicious CAFEBRERÍA EL PÉNDULO, AlvaroObregonCuauhtémoc www.pendulo.com Thiscafe-bookstoreisapleasantplaceto enjoymusicwithfriendsIgotheretoget somerestfromthenoiseofthecityenjoy acupofcoffeeandreadthegreatvariety ofbooksonofferTherearealwaysartistic andculturaleventsgoingon LA MICHOACANA MeridaCuauhtémoc LaMichoacanaisoneofmy favouriteplacesItdoesreallygood homemadeicecreamwithexoticflavours Ioenfindmyselfstoppingforicecream thereit’sagreatexcusetotakeabreak fromroutinestrollupanddownthe Designer and illustrator Melissa Chaib loves developing products for her online shop and taking photos. streetsofMexicoandseewhatcomesup www.melissachaib.com COMPUTERARTSCREATIVEBLOQCOM -20-
EXCLUSIVE UK OFFER! SAVE UP TO 40% * NOT IN WITH COMPUTER ARTS’ US & CANADIAN THE UK? SPECIAL CHRISTMAS OFFER READERS SEE P89 ComputerArtsbelievesdesign maersThat’swhywe’vecompletely reinventedthemagazineasadeluxe printproductandgivenyoumoreof thepeopleprojectsandissuesthat countintoday’sdesignscene WHYSUBSCRIBE? ďGUjYďidďhcďćăĒ* ď =bgd]fUh]cbĖď]bg][\hďUbXďUbU`mg]gďh\Uhď`UghgďU``ďmYUf ď 9lW`ig]jYď8Yg][bYfďGYf]YgďcZďj]XYcgďYjYfmďacbh\ ď ;YhďmcifďWcdmďYUf`mĖďVYZcfYď]hď\]hgďh\YďbYkgghUbX ďDYfZYWhď[]ȌďZcfď7\f]ghaUg PRICING everysixmonthsbysixmonthlydirect debitsaving–orforissues saving* SUBSCRIBEONLINETODAY LEADINGDESIGNERS www myfavouritemagazines co uk/ RECOMMENDCOMPUTERARTS… coapk Å7cadihYf 5fhg ]g U a]ffcf hc h\Y ]bXighfm\" 5g h\Y ]bXighfm [cYg k]XYf UbX XYYdYf hc ORCALL ÑbX ]hgY`Z 7cadihYf 5fhg YbXYUjcifg hc Xc h\Uh hcc\" =hÈg Vch\ f][cfcig UbX \ib[fm\" H\YmÈfY `]_Y fYU``m \UfXkcf_]b[ a]bYfg Zcf [ccX ghi \"Æ andquotecodecoap k BENMARSHALL, creative director, Landor (London) TERMSANDCONDITIONSƾ GUj]b[gƾWcadUfYXƾhcƾVim]b[ƾljǍƾZi``ƾdf]WYXƾ]ggiYgƾZfcaƾI?ƾbYkgghUbXdžƾH\]gƾc Yfƾ]gƾZcfƾbYkƾI?ƾdf]bhƾgiVgWf]VYfgƾcb`mdžƾMciƾk]``ƾfYWY]jYƾ LjNJƾ]ggiYgƾ]bƾUƾmYUfdžƾ:i``ƾXYhU]`gƾcZƾh\Yƾ8]fYWhƾ8YV]hƾ[iUfUbhYYƾUfYƾUjU]`UV`YƾidcbƾfYeiYghdžƾ=ZƾmciƾUfYƾX]ggUh]gÑYXƾ]bƾUbmƾkUmƾmciƾWUbƾkf]hYƾhcƾigƾcfƾWU``ƾigƾhcƾWUbWY`ƾmcifƾ giVgWf]dh]cbƾUhƾUbmƾh]aYƾUbXƾkYƾk]``ƾfYZibXƾmciƾZcfƾU``ƾibaU]`YXƾ]ggiYgdžƾDf]WYgƾWcffYWhƾUhƾdc]bhƾcZƾdf]bhƾUbXƾgiV^YWhƾhcƾW\Ub[Ydžƾ:cfƾZi``ƾhYfagƾUbXƾWcbX]h]cbgƾd`YUgYƾ j]g]hǑƾamZUjadžU[#aU[hYfagƾC YfƾYbXgǑƾNJLJh\ƾBcjYaVYfƾljLJLjNJƾ
CULTURE EVENTS NOVEMBER 2013 Verbalfisticuffsas‘theCavaliers’–StefanSagmeisterandMarian Bantjes–argueforgraphicexuberanceoverapared-backaesthetic PHOTOGRAPHY: Jane Wilson EVENT REPORT: AGI OPEN SPARKING MarinaWillerFrithKerrMikeDempseyNickBellMarianBantjes IanAndersonandMichaelBeirutduring‘AQuestionofDesign’ CONVERSATION As the AGI seeks to shake off its elitist reputation, Julia Sagar witnesses a discussion between designers and delegates at its annual conference, held in London for the first time heBarbicanmighthaveonce intendedtoopenupthedesignprocess crazy”shelaughed“Ilovethebackand T beenvotedLondon’sugliest Self-initiatedworkwasonesuchtopic forth I think eachinformstheother” buildingbutforthetwodays initiatedbyThursdaymorning’smoderator “Theimportantthingaboutself- thatithostedAGIOpenitscavernous AdrianShaughnessywhathappenswhen initiatedprojects”saidIanAnderson hallsandsprawlinglake-sideterrace youtaketheclientawayandthedesigner of TheDesignersRepublic“isthatthe framedbytoweringlayersofhanging communicatesdirectlywiththeaudience? ‘real’no-clientworkisaplaygroundwhere basketsinbloomseemedalmost ForPentagrampartnersPaulaScher youcanexperimentnotjustwithnew welcominginthehazySeptembersun andEddieOparatheanswerwasrespite processesbutwithhowyouconnect MaybeitwastheweatherMaybe “Idon’talwayswanttoworkforclientsor with anaudience” itwasthestar-studdedprogrammeof berestrainedbytheirneeds”saidOpara DaytwoofAGIOpenwasdevoted speakersortheimpressive -seat –andmapsinScher’scase“Ifeltlike tothepracticaledgeofdialoguekicking concerthallwherediscussionflowedand I wasbecomingredundantdoingallthis offwithaninvestigationintothetheme debatesparkedPerhapsitwastheeasy corporatedesignIwasn’tusingmyhands” ofcollaborationandhowworkingwith minglingbetweentheworld’sleading sheexplainedreferringtotheconception otherscanenrichdesignCreative graphicdesignersanda endeesor ofherintricatecollectionoftypographic duoKarlssonwilkerbestillustrated theAllianceGraphiqueInternationale’s mind-mapschartingtheworld thecomplexitiesoftheconceptTheir increasinglystudent-focusedeffortsto Personalprojectscansparksurprising partnershipisbuiltonameetingofminds bringinnewbloodWhateverthereason creativejourneysasScher’sself-initiated “Collaborationsoundslikeatemporary thisyear’sAGIOpenhostedforthefirst canvasesgrewinsizehermuralsfound joiningofforces”reflectedJanWilker timeinLondonmarkedawatershed increasinglycommercialapplications “Inourcasesthebasisisfriendshipnot momentfortheeventintheinternational Twoforinstancenowadornthewalls skillsetWeworkwithourstrengthsand designcalendar oftheQueensMetropolitanCampusin weaknessesIt’soursecondmarriage” ‘Dialogue’wastheoverarchingtheme ForestHillsNewYork“Designmakes Butwhilevoluntarycollaborationcan splinteringoutintoaseriesofdiscussions youfrustratedPaintingmakesyou leadtoasumgreaterthanitspartsforced COMPUTERARTSCREATIVEBLOQCOM -22-
NOVEMBER 2013 EVENTS CULTURE KEY INFO ON THE GROUND LOCATION AGI MEMBERS PUT THE LondonUK WHEN DESIGN WORLD TO RIGHTS - Sept ATTENDEES KEYNOTE SPEAKERS MARION DEUCHARS, IanAndersonPierreBernard ILLUSTRATOR MargaretCalvertLarsMüller ONINTEGRITY ChipKiddPeterSavilleStefan “Allwehaveisourown SagmeisterPaulaScher personalsignatureour individualityI’vegotover yearsofworkandthe onlypiecesIlikearethe onesIdidwithlove” STEFAN SAGMEISTER, SAGMEISTER & WALSH ONMODERNISM “Thestupidityofwhite spaceWhogivesafuck! Everysubwaystationis thesameintheworld– exceptMoscowsubway Eachstationwasdesigned byadifferentarchitect DesignerHjaltiKarlssonisbeamedintothetheatreforaquick andeachlooksdifferent roundofcross-Atlantic‘MrandMr’withcreativepartnerJanWilker tothenextItstillworks! Peoplearen’tconfused” collaborationisn’talwaysasrewarding ‘tooold’toberelevant?Nobutageis Wilkerhighlightedhispointwithan aconcernGender–whyweren’tmore example“Ourskillsetshaveboundaries femaledesignersonthespeakerlist? sosometimeswehavetorelyonothers TheywereotherwiseengagedAndthe tofinishapieceWe’redesignersnot roleofthedesigner–arecreativessimply TONY BROOK, SPIN artdirectorsgivingawaythejoyof atoolfortheclient?Nobutdesigndoes ONFINDINGHIS experimenting–seeingothersenjoy operatewithinparametersunlikeart CHILDHOODSTAMP themselves–that’sthehardestpart” IfAGIOpenLondonhadamessage COLLECTION Theaernoonsession‘AQuestionof itwasoneofintegrity–throughwhatever “I’dputallthestamps Design’openedupthediscussiontothe formadialoguemighttake“Thelookof audienceviaTwi erHostedbyMichael thingsisn’taconcerntometodayIt’s Ilikedatthefrontand Bierutapassionatepaneltackledsome thelackofauthenticitybehindacultural colour-codedthemand ofthemostpressingconcernsofthe veneerthat’sthesignificantconcernYou dayageandelitism–areAGImembers can’trepositionsomethingthatdoesn’t alltheonesIdidn’tlike havevalueinthefirstplace”warnedPeter atthebackIrealisedI’d Saville“Theindividualhastofindoutwhat “YOU CAN’T REPOSITION ma erstothemMistakeswillbemade actuallybeencollecting alongthewaybutthat’showyoulearn” graphicdesignsince PerhapsAGIUKpresidentandSpin SOMETHING THAT founderTonyBrookbestsummeditup I was sixyearsold” DOESN’T HAVE VALUE” duringaquick-firetalkentitled‘Collecting’ “Youneedapassionwhateverthat might betosucceedasadesigner”he PETER SAVILLE, DESIGN ICON urged“Findoutwhatyouropinionis” COMPUTERARTSCREATIVEBLOQCOM -23-
CULTURE EVENTS NOVEMBER 2013 Clockwisefromle theGDFbrandingasit greetedaendeesat London’sSouthbank Centre theDragons Den-stylepanelrates five‘bigideas’ audience membershavetheirsay ononeoftheburning issuesoftheday PHOTOGRAPHY: Susan Smart, www.susansmartphotography.com EVENT REPORT: GLOBAL DESIGN FORUM SETTING THE AGENDA FOR DESIGN Editor Nick Carson reports from the Global Design Forum, where the social impact of design and the role of the designer were both under the spotlight hesecondannualGlobalDesign toidentifythetwotypesofpeoplewho anddesignerssuchasJonathanIveand T Forum–oneofthecentrepieces areneededtogetthemofftheground MarcNewson“Butbrandsshouldn’t ofthesprawlingLondonDesign “dreamers”and“executors” fearworkingwithdesigners”heinsisted Festival–wassuitablyprimedbyPeter LeeSchunemanheadofstudioat “It shouldbetwomindsworkingtogether” Savillethepreviouseveningwhenthe Microso’sLiLondontookthisastep It’sasentimentthatratherneatlyset iconicdesignerwasinconversationwith furtherandidentifiedthreeshadesof upAlexeiOrlovchiefmarketingofficer PaulMorleyattheV&ASavilleadmied creativepersonwhitewhothriveona for VolkswagenGroupChinatolaunch thatheseeshimself“notasatrend- blanksheetofpapergreywhoappreciate intoanengagingspeechabouttheclient- seerbutluckytobeaheadofthe subtlenuancesandblack-and-whitewho designerrelationshipfromtheother curve”anddescribedhisapproach preferaclearmethodology side ofthetable to graphicdesignas“entry-levelart” Themostcompellingsessionofthe Orlovpointedoutthatthe‘clients’that or “D fashion” dayhoweverquestionedthenotionof mostdesignersdealwitharen’tthebrand Thisangleontheaestheticvalue designerasbrandandhowthisimpacts owners“They’reemployeesandtheyhave ofdesignneatlycounterbalancedthe thecreativeprocess“Ifyouwanttobe tolookgood–liketheyknowwhatthey’re broaderthemesoftheForumthefollowing somebodyyouhavetobememorable” talkingabout”hesaid“Butonequestion daysocialimpactsocialresponsibility arguediconicdesignerRossLovegrove that’srarelyaskedis‘Whatma ers?’And andhowdesigncanchangetheworld usingPorscheRolexRayBanCokeand ifitdoesn’tma ertoconsumerswhyare ThisincludedaDragonsDen-style Nikeasexamplesof“inimitable”brands youdoingit?Greatcreativitycomesfrom pitchingformattoassess‘big’ideassuch comparingthemtoartistssuchasDamian therightquestionsaskedbytheright assustainablefairtrademobilephone HirstJeffKoonsandGerhardRichter peopleattherighttime” productionadevicetocaptureand Orlovsuggestedthatmanycreativesare process‘smart’environmentaldatafrom terribleatsellingtheirownworkbecause everyhomeandevenaplant-basedfilter they’reafraidofclients“Theyshow forarsenic-contaminatedwater “IF YOU WANT TO BE optionsbutthatcreatesablackhole– Anothersessionexploredhowideas canmakethetransitionfrominitialsparkto SOMEBODY, YOU HAVE it’sthetyrannyofchoiceandit’sturned creativesintoslavestoambiguity”was realityfeaturingrepresentativesfromthe hisrousingcry“Ultimatelydesignersand designteamsatBMWHTCMicrosoand TO BE MEMORABLE” clientsneedanunambiguousrelationship more“Ideasarefragile”remarkedHTC’s basedontrustandrespectsoinsteadof headofdesignSco Croylewhowenton ROSS LOVEGROVE, DESIGNER a seaofnaffnessyougetquality” COMPUTERARTSCREATIVEBLOQCOM -24-
NOVEMBER 2013 EVENTS CULTURE InhisLifeisLikeRiding a Bicycletalkdesigner JohnMcFaul le adviseddesignersto sidestepcreativeennui bysimplystopping what they’redoing PHOTOGRAPHY: Will Ireland, www.willirelandphotography.co.uk EVENT REPORT: GENERATE TheGrandConnaughtRoomsinLondon’sCoventGardenplayedhost FILTERING OUT todesignersanddevelopersfromallovertheworldforGenerate THE NOISE From content overload to avoiding creative burnout: editor-in-chief Dan Oliver reports on the tricky themes tackled at the first ever Generate conference riday Septembermarked badprocessesleadtobadresultsand inverydifferentwaysbutultimatelythe F the inauguralGenerateanew suggestedthatit’sontheseprocesses conclusionstheydrewweresurprisingly conferenceforwebdesigners that designersneedtofocus similarStrangeadvocatedfillingallyour anddigitalcreativesthattookplacein “Reductioncreatesessence”he freetimewithpersonalprojectsprojects London’sGrandConnaughtRooms explained“Silenceandpausesgive thatwilltestyourlimitsandmotivateyou Asingledayconferencewithtwo structureAndimprovingqualityisn’t concludingthat“Life’stooshorttoremove tracksofpresentationsGeneratebrought a ma erofgoodintentionsIt’show hardwarecorrectly” togetherwell-knownfiguresintheweb you do itIt’sama erofprocess” McFaulinhisLifeisLikeRidinga designspaceaswellasspeakersfrom Tacklingtheissuesofmotivationand Bicycletalksuggestedamoredrastic the worldsofgraphicdesignadvertising burnoutwereAardman’sGavinStrange approachthoughsimplystopwhatyou’re andbeyond andmultidisciplinarydesignerJohn doingForgetbig-nameclientsthatyou Thereweretwoprevailingthemesof McFaulBothapproachedtheproblems don’tactuallybelieveinandstartworking thedaycontentoverloadandhowto withthepeopleandbrandsthatyoudo manageitandthecontinuingpressures Dothisandyou’ll“takeasmilehometo facedbydesignersacrossalldisciplines yourchildren”Andhereassuredthe withtipsonhowtoavoidthemandin audiencewiththemessage“It’sokto somecasesditchthemalltogether “IMPROVING QUALITY crashYou’lllearnYou’llgetbackon” Theproblemofoverloadwas Otherstandoutpresentationsincluded addressedbystrategicdesignagency ISN’T A MATTER OF aguidetogrowingyouragencytheright iA’s OliverReichensteininhiskeynote waypresentedbycreativedirectorat speechInformationEntropyHe GOOD INTENTIONS – IT’S AKQAIanWhartonanda USAToday highlightedandillustratedthesheer website casestudyfromFi’sIrenePereyra amountof“crap”thatfillsourscreens HOW YOU DO IT. IT’S A andAntonRepponen andlivesonadailybasiswhetherthatbe Theeventmarkedaresoundingsuccess advertisingorunnecessaryinteractions MATTER OF PROCESS” forhostsCreativeBloqandnetmagazine fromsocialnetworksandaskedwhythis andpromisedbigthingsfortherangeof wasthecaseReichensteinclaimedthat OLIVER REICHENSTEIN, iA newGenerateeventsplannedfor COMPUTERARTSCREATIVEBLOQCOM -25-
CULTURE EVENTS NOVEMBER 2013 WHAT’S ON dates for your diary There’s an ethical flavour to this issue’s calendar, with talks on sustainable design, while for the less socially conscious, Design Thinkers ‘ !\"promises\"something\"more\"light-hearted DESIGN THINKERS ‘13 fordesignersandeventually 5-8 NOV 2013 consumers?This is thequestion MetroTorontoConvention tackledbythe fourthannualPuma Centre %%FrontStreet sustainabledesignlecturehosted West Toronto byDesignMuseumLondon www designthinkers com Afour-dayeventthata racts over visualcommunicators SIGGRAPH ASIA thisyear’sDesignThinkers 19-22 NOV 2013 boastsaspeakerprogramme HongKongConventionand includingDisney’sChrisChapman ExhibitionCentre ExpoDrive ImaginaryForces’KarinFong Wanchai HongKong and leadingCanadiandesigner sa \" # siggraph org BruceMau Asia’slargestcomputergraphics andinteractiveconferenceand exhibitionisashowcaseforthe DESIGN LIKE YOU GIVE A DAMN latestinnovationsinarange 7-9 NOV 2013 offieldsincludinghardware ContemporaryJewishMuseum andsowarefilmandgame AutodeskGalleryandAFH productionThere’salsoa Headquarters SanFrancisco strong themeofeducationwithin bit ly/designlikeyougiveadamn thefour-dayeventwithcourses Workingundertheslogan andhandymasterclassesonoffer ‘Designingforamoreresilient world’andhostedbyArchitecture forHumanityDesignLikeYou CREATIVE PROCESS #3 Give aDamnconsidershowdesign 5 DEC 2013 cantacklehumanissuesfroma OhMeOhMy WestAfrica microtoamacroscale House %WaterStreet Liverpool L \"RG www creative-liverpool com PUMA SUSTAINABLE Adesigneventwithasenseof DESIGN LECTURE humourtheexcitingprogramme TYPE CAMP: ASHEVILLE typeenthusiastsfeaturestalks 8 NOV 2013 forthethirdinstallmentofCreative 1-3 NOV 2013 byexpertsintypefacedesign DesignMuseumLondon Processpromisesproinsighton Asheville NorthCarolina layouttypese ingandfront-end Shad Thames SE YD everythingfromillustrationto www typecamp org developmentandalsoincludes bit ly/pumasustainabledesign animationwithali leVFXand TypeCampoffersanalternative an as-yet-unannounced“very Doessustainabledesignneed webdesignthrowninforgood waytolearnabouttypedesign special”keynoteguest arethinkinordertomakeit measureSpeakersincludeJi Despiteitsrathermisleadingname amorecompellingprospect Lee andGavinStrange thisdoesn’tstretchtotentsand campfiresit’smoretodowith DESIGN FESTA freedomandunrestrictedlearning 2-3 NOV 2013 Eventsareheldworldwidebut TokyoBigSight NovemberseesTypeCamphit West Halls Odaiba AshevilleNorthCarolina www designfesta com Thesecondofthisyear’stwo-day artanddesignexposseessome AMPERSAND NYC artistsbothprofessional 2 NOV 2013 andamateurshowcasingtheir TheTimesCenter W st waresFrompaintingsandfashion Street NewYork NY \"\"#$ tohandicrasandavant-garde www nyc ampersandconf com performanceartyou’llbeable Thisone-dayeventinNewYork to finditallatthissprawling Cityforwebdesignersand biannualartjamboree COMPUTERARTSCREATIVEBLOQCOM -26-
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NOVEMBER 2013 Strong opinion and analysis from across the global design industry THIS MONTH NICKCARSON EDITORCOMPUTERARTS www.brandimpactawards.com HOSSGIFFORD DIGITALSTRATEGISTANDANIMATOR www.hossgifford.com SABRINASMELKO GRAPHICDESIGNER DESIGN-SAVVY ANDILLUSTRATOR www.sabrinasmelko.com CLIENTS HELP REGULAR WRITERS YOU MOVE MOUNTAINS NATHUNTER CATHOW DIRECTOROF FOUNDER DESIGNRSA HOWKAPOW As Computer Arts launces the inaugural Brand Impa Awards, HOSSGIFFORD LAWRENCEZEEGEN DIGITALSTRATEGIST DEANOFDESIGN ANDANIMATOR LCC editor Nic Carson explores the value of the client’s side of the ory COREYHOLMS DEANJOHNSON FREELANCE VICEPRESIDENT DESIGNER BRANDWIDTH
NOVEMBER 2013 NICK CARSON INSIGHT ABOUTTHEWRITER ComputerArtseditorNickCarson is deputychairofjudgesattheBrand ImpactAwardsHespentseveral yearsatChannelbeforejoining FuturePublishingwherehenow overseestheCAbrand–including its monthlyprintandiPadeditions wwwbrandimpactawardscom hile chatting to our regular columnist Dean are dedicated to branding. So what motivated us to W Johnson in a coffee break at this month’s launch them, what makes them different and why Global Design Forum, following thought- have I spent the last 400-odd words bleating on provoking sessions exploring world-changing ideas about client relationships? and the future of innovation, the inevitable question Well, one of the key things that makes arose: ‘So, how are you finding it?’ We both agreed Impact different is the involvement of client-side that while the content and topics covered were commissioners throughout both the conference and fascinating, there was one key thing missing: the awards. They’re speaking, they’re judging, they’re a firm grounding in commercial context. providing the kind of invaluable insights from the Innovation, experimentation and open-ended other side of the table that you rarely get from other thinking have their place when it comes to making events. And those hot topics of creative collaboration progress. But it’s an unavoidable fact of running a and the social impact of design will be weaved design business today that hot topics like sustainability throughout – there are even special awards to and social responsibility must be constantly tempered recognise both – without ever losing sight of that by financial and practical realities. all-important commercial context I touched on earlier. It also means that close collaboration with your Alongside representatives from world-class agencies clients is increasingly essential to ensure that a project like Wolff Olins, johnson banks, AKQA and Mother, delivers what it should for the budget available, with are the people who commission creative for Coca-Cola the above concerns wound up in the overall package (that’s right, James from earlier), Tesco, Carlsberg, rather than all-consuming agendas in their own Crabtree & Evelyn and more. In other words, the right. It goes without saying that having a client that can help, rather than hinder, the progress and development of a design project is invaluable. Of course, this type of fruitful collaboration is made a lot easier when you’re working with a client who genuinely understands the design “ONE KEY THING THAT MAKES IMPACT process. Whether that’s a practicing designer who has ‘switched sides’ – a perfect example being James DIFFERENT IS THE INVOLVEMENT OF Somerville, co-founder of Attik, who’s now client-side at Coca-Cola – or a particularly empathetic, well- CLIENT-SIDE COMMISSIONERS IN THE informed commissioner, this depth of insight and understanding makes all the difference. It means CONFERENCE AND THE AWARDS” you’re working towards a common goal, not bashing heads together or tearing at each other’s throats. Returning to the Global Design Forum for a moment, it’s interesting that the speaker who got the biggest peal of applause during the day wasn’t an iconic designer (although Peter Saville naturally people who provide work for studios around the gave him a run for his money the previous evening). world – a mixture of trained graphic designers, It was Alexei Orlov, chief marketing officer for former studio heads and bona fide experts in Volkswagen Group China – speaking straight after brand development. our coffee break, I should add, as if deliberately to Sure, we all know that some clients can be prove Dean and me wrong. a nightmare. Most designers I’ve met are fans of Orlov isn’t a regular of the global design conference the Clients From Hell blog, and with good reason: circuit, but his engaging insights into the relationship it digs into those painful day-to-day truths that between designer and client, with universal truths designers face with just the right mixture of humour grounded in considerable personal experience, were and cringeworthy accuracy. But maybe it’s time we quite possibly the highlight of the day. See the event flipped the commissioning table round for a fresh report on page 24 for more. perspective. The results could surprise you. Which brings me back to my point. This month, Computer Arts announced its first-ever design Great designer-client collaborations lead to great conference and industry awards scheme: the Impact design. You can find out more about how at Conference and Brand Impact Awards, both of which www.brandimpactawards.com COMPUTERARTSCREATIVEBLOQCOM -29-
INSIGHT DESIGN MATTERS NOVEMBER 2013 “WHAT’S THE STRANGEST DESIGN-RELATED JOB TITLE YOU’VE COME ACROSS?” Six creatives share their views MATTBOOTH DESIGNERAND FLASH DEVELOPER www.mrbooth.co.uk “Job titles in recent years have baffled me. One that’s been doing the rounds is creative technologist. Seriously, what is this? I know of an agency that has four creative directors, in a creative team of six. I mean, who were they directing? Another one I’m not comfortable PAULABENSON with is when a freelancer refers to themselves as a ‘studio’ and PARTNERFORM ‘we’, instead of I. We’d love to www.form.uk.com hear your thoughts – email us at [email protected].” “Back in 1997, we employed a young computer student called Matt Sephton. Fast-forward 15 or so years and he has just taken on a new job, and his title is a true reflection of the times: technology LUKELUCAS evangelist, for none other than CREATIVEARTDIRECTOR Apple. We also work on design AND DESIGNER www.lukelucas.com projects for Virgin Galactic, and “I understand that in agency land and I often experience a ‘the future is in any corporate hierarchical structures, your title corresponds with potential here’ moment when liaising with remuneration and responsibility, and it’s a little difficult to climb a ladder the cosmic marketing manager, without rungs, but for me it’s never really been something I’ve subscribed to. It’s whose job it is to promote the first interesting that LinkedIn won’t allow you to have a profile without a title, don’t commercial trips to space.” PFL K?@EB #E GIFK<JK DP K@KC< @J ÐÜÏ í COMPUTERARTSCREATIVEBLOQCOM -30-
NOVEMBER 2013 DESIGN MATTERS INSIGHT CRAIGWARD DESIGNERANDARTDIRECTOR www.wordsarepictures.co.uk “In London – in my experience – the creative director was basically the top bod. When I moved to NY, however, almost everyone I met was (or claimed to be) a creative director, to the point where the title became basically arbitrary. Then around that came layers like associate creative director, executive creative director and then finally – king of the castle – the chief creative officer. My personal opinion is that if you feel PAULWYATT that a long title somehow validates your work, then you’re probably in the game for CREATIVEDIRECTORWRITERANDFILMMAKER the wrong reasons. My favourite is when www.paulwya.co.uk I see a 26-year-old president or ECD – at a company of three people. Ridiculous.” “Two of my favourites at Lycos were ‘sales, production and marketing (SPAM) co-ordinator’ and my own – ‘creative director (online, motion, film & video, print, interactive) Global / Pan European / MILLS UK’ – which looked very silly on a CHIEFWONKAUSTWO business card. Simpler titles work www.ustwo.co.uk best, and work across changes in “A: The concept of having technology. A ‘designer’ is a much one – pure vanity play better and future-proofed title B: My one is utterly than a heap of techno-babble, moronic but was awesome time-bombed gobbledegook.” while I was using it.” LUKEFINCH CONKENNEDY YOURVIEWS MIKEMCDONOUGH “Years ago I worked KIMDOLLERIS “Pseudo designer, “I had a business card “Coloring fraggle at my last job that said for a design agency (farveladefraggel in back in the Flash days. Comment on Facebook, Photoshop Ninja.” who took the piss of Danish). Mostly office Still don’t know what or tweet @ComputerArts these bullsh*t titles. Our slang but oen used in that title means.” junior had a business client meetings about with your thoughts using card with ‘Executive in our digital designers.” #DesignMatters charge of beverage procurement’ on it.” COMPUTERARTSCREATIVEBLOQCOM -31-
INSIGHT HOSS GIFFORD NOVEMBER 2013 ABOUTTHEWRITER HossGiffordisadigital industryveteranwho recentlymovedfrom ScotlandtoTorontototake upthepostofvicepresident anddirectoroftechnology forOneMethodwherehe runsarapidprototyping innovationlab wwwhossgiffordcom Get your hands dirty Strategic planning is all very well, says Hoss Gifford, but sometimes you need to get hands-on and learn from good old fashioned trial and error y dad was a joiner that specialised in making all this thinking is to the architect hunched over his m stuff that others couldn’t. This meant T-square with his Rotring pen, achieving the perfect creating staircases and handrails that left lines, only to find the makers unable to bring it all the floor at one angle and traveled through a three to life. As the wonderfully quote-worthy Mike Tyson dimensional twist as they curved up to the floor once said, “Everyone has a plan ’til they get punched above, where they would have to arrive at a specific in the mouth”. I can confirm this to be true. point in space, at a specific angle. We’ve adopted a number of strategies to address Somewhere along the way, an overly enthusiastic this at OneMethod, my favourite being to leave architect would have drawn a series of beautifully space in some projects for unplanned magic to curved lines to accurately represent how the final happen, during the making process. Of course, wooden object would look in each orthogonal view, this is every project manager’s worst nightmare, as was evidenced by the dye-line prints scattered atop but without it there’s a danger of us successfully the stacks of two-by-fours. I know all this because this delivering something ‘meh’. was back in the days before health and safety, where We also believe that passionate makers can my dad’s workshop also played the role of childcare become the best strategic thinkers. It’s what all truly centre during the long summer holidays. successful projects have in common — way back at The architect’s drawings would be the target for the start, the high-level thinking about what could be much derisory muttering and swearing that would done wasn’t informed just by viewing other work as increase after each failed attempt to pull the rabbit an observer, but instead benefited from the hands-on out of the hat. This would eventually to be replaced, experience of making. sometimes days later, with the raw pride of success. So next time you’re in rainy Glasgow, if you’ve In any industry where there’s a desire to create decided to take the stairs rather than the escalators something that is non-standard – that hasn’t been to rise up through the atrium of Princes Square, take done many times before – it takes more than strategic a second to look where your hand lies. The handrail planning to make it work. It takes the long hours of that so many said couldn’t be made out of wood is practical experimentation, with a mountain of fails, right there in your grip, evidence that planning is just to know how to begin. no substitute for getting your hands dirty. Nowadays most of my time is spent strategically planning complicated projects for large brands, but Is it good to think strategically and not get bogged down this sometimes leaves me wondering how analogous in details? Tweet @ComputerArts using #DesignMatters COMPUTERARTSCREATIVEBLOQCOM -32-
INSIGHT SABRINA SMELKO NOVEMBER 2013 ABOUTTHEWRITER Sincegraduatingfromher illustrationcoursein graphicdesignerand illustratorSabrinaSmelko hasamassedaclientlistthat includesCadburyand The NewYorkTimesand receivedaccoladesfrom the SocietyofIllustrators andtheAdobeDesign AchievementAwards wwwsabrinasmelkocom My year-long labour of love Any self-initiated work requires plenty of discipline, but taking on one every single day is an altogether different prospe. Illurator Sabrina Smelko shares what she’s learnt so far etting out to create something every day for My numbers have become so much more for me S an entire year seemed like an enormous task, than just daily designs; they’ve taken on the role of and yet, one that somehow didn’t feel a sort of abstract diary. Certain numbers bring back impossible. Born out of boredom and restlessness, specific memories. On day 39, for example, the skies 365 Days of Type came about quite naturally. were almost black and the rain was endless. Some It was the winter of 2012 and the lull of the holiday designs reflect what’s happening in my life, some season was coming to an end. Around that time, my reflect what’s happening in the world and some are interest in type design was piqued and I needed a completely independent of meaning. My daily project medium through which to experiment. With the new has required as much nurturing as carelessness – I year approaching, numbers seemed to be everywhere: spend one hour on some numbers and one minute on the counting down to midnight, the counting up others, but they all teach me something valuable. in years and the new beginning, a day one. How I create my number forms has informed my It was the perfect project. Number forms didn’t design work as much as it has my illustration work. seem too difficult to create and, with a total of only I used to focus on every detail and assign equal nine numerals to tackle to get from one to 365, I would importance to everything in an image, but now I view be forced to explore the same forms multiple times. things through a simplified lens. Lately I’ve been using Designing the same numeral over and over again negative space in ways I wouldn’t have known to would challenge me to find a way to make each form before. It’s informed my work and given me credence unique and, every time, I was bound to gain a better as a designer, but I am still figuring it all out. understanding of type design. More than anything, my 365 Days of Type project With personal projects – especially year-long ones has left me with an overwhelming appreciation of just – you have to really want to do it. As the creator, client how many possibilities exist for creatives. While I find and biggest critic, if you have to talk yourself into it, myself in the process of deciding how I want to you likely won’t see it through. That doesn’t mean proceed – as an illustrator, a designer and a person there aren’t days when I have to really push myself – one thing I know for sure is that by the time 365 to get going, but I’ve never doubted the soul of the Days of Type is complete, I will have learnt project. Each day is a race to the beginning; each approximately 365 little lessons. morning is a blank canvas. With just over 100 days to go, I would describe my experience so far as cathartic, Have you ever embarked on a daily project? What did you challenging and satisfying. learn? Tweet @ComputerArts using #DesignMatters COMPUTERARTSCREATIVEBLOQCOM -34-
Computer Arts selects the ho est new design, illustration and motion work from the global design scene ORGANICSTRUCTURES PIVOTTYPEFACE byKaranSingh wwwwakeupmrsinghcom Australian-bornNewYork-basedillustratorand designerKaranSinghdevelopedthemodulartypeface Pivotasapersonalprojectinspiredbyhownumbers are displayedonthefaceofadigitalwatch“Their formsarerigidanddefinedbytheconstraintsofthe technology–inthiscaseanLEDscreen”heexplains AlthoughexperimentalSinghstillwantedPivottobe functionalHecreatedasimplebuteffectivestructureto achieveconsistencyusingcirclesasjoints“Initiallythe linesthatconnectedthecircleswerestraightbutwere revisedtothetaperingversionastheyunifiedtheleers beerItalsogivesthetypeamoreorganicfeel”
— PROJECT HIGHLIGHT —
SHOWCASE NOVEMBER 2013 WhentestingthePivottypefaceSinghwaskeentouse a phraseotherthantheusual‘quickbrownfox’and researchedsomealternativepangrams“Ilikedhow quirky thisparticularphrasewas”hesmiles The‘A’wasthefirstleerthathemadefortheDecoversion ofthetypeface“Ithappenedbyaccidentwhenseingthe initialversionandaconnectingsegmentwasstretched” he reveals“Ilikedhowitturnedoutanddecideditwould workwellasalightversion” ArseDecoatongue-in-cheekplayonthelightversion’s name“Ilikedhowtheleerssattogether”addsSingh WithhistypesamplesSinghaimedtoconveysomething cleanandminimalusinginterestinglayoutswithouttaking toomuchawayfromtheleersthemselves“Thisespecially appliestothewaythealphabetpangramnumbersand additionalcharacterswerelaidout”heexplains “Thetypeisreminiscentofliquidwhichiswhatinspired the multi-colouredblobsthatfloataround”saysSingh COMPUTERARTSCREATIVEBLOQCOM -38-
NOVEMBER 2013 THE VERY BEST NEW DESIGN THE REST OF THE INDUSTRY SAYS… JONFORSS Non-Format www.non-format.com “I imagine Karan Singh having one of those glorious ‘aha!’ moments when he realised he could extrapolate an entire typeface from the simplest of building blocks. His decision to make this typeface so condensed perfectly enhances its characteristic bumpy silhoue e, and steers it well clear of the perilous dot-matrix trap.” SABRINASMELKO Illustrator and designer www.sabrinasmelko.com “Pivot is whimsical without being cutesy and bizarre without being an eye-sore. It’s your grandma’s cross-stitched type on acid. However drool-worthy, if it was used to convey information integral to survival in an apocalypse, we might not make it. But used sparingly, we’ll survive a life enjoying the trip that is Singh’s work.” JUSTINTHOMASKAY Graphic designer www.justinthomaskay.com “I get a serious Le era vibe from this. I’m not the hugest fan of the colour pale e used here but there is a futuristic deco vibe that I can appreciate. It feels like it could live well in the context of a M/M Paris poster. Readability be damned – I definitely prefer the version with the dots in place of crossbars.” COMPUTERARTSCREATIVEBLOQCOM -39-
SHOWCASE NOVEMBER 2013 FASHIONCOMMENTARY UNUSUALINVERSIONS ELLAS PERSONALPROJECT by Pietari Posti by Leta Sobierajski www.pposti.com www.letasobierajski.net Finnish illustrator Pietari Posti recently picked Leta Sobierajski lives and works in New York City. up a V&A illustration award for best book cover. The multidisciplinary designer, who has collaborated When he’s not working for clients like Random with Ogilvy & Mather, Brand New School and The Art House, The New York Times and British Airways, Director’s Club, created this image during a personal Posti o en concentrates on self-initiated project dedicated to exploring conventional materials projects, like Ellas, which stemmed from a in unconventional ways. commission from French Cosmopolitan. “The project creates an intriguing and surreal “They asked me to do series of Tarot object out of otherwise mundane and unexciting cards, and the girl upside-down was called materialspurchasedfromthegroceryandlocal ‘La Mauvaisse Passe’ – meaning ‘to go through -centstores”explainsSobierajski a rough time’. I thought she looked like she’s Shecontinues: “I love the absurdity of the image not having the best day of her life. That image because it doesn’t make much sense, but aesthetically inspired me to do the whole series,” he explains. it works. Surprisingly, packaging tape is beautiful.” “It’s a series of moody pin-ups, basically.” COMPUTERARTSCREATIVEBLOQCOM -40-
SHOWCASE NOVEMBER 2013 COMPUTERARTSCREATIVEBLOQCOM -42-
NOVEMBER 2013 THE VERY BEST NEW DESIGN INVITEONLY ARTFADCONTEMPORARYARTANDCRAFTAWARDS by Hey Studio www.heystudio.es Challenged with designing an identity for ArtFad’s Contemporary Art and Cra Awards on a very low budget, Barcelona-based studio Hey took a handmade approachusingcheapmaterialsandastripped-backprintingprocesstoproduce uniqueinvitations“We’vebeendesigningtheawardssince–wereally lovetheproject”saysHey’sVerònicaFuerte “Eachleer‘A’ismadefrombitsofpaperstuckononeatatimeTheonly machineprocesswasthetextprinting”addsFuerte“Asaresulteachinvitation turnedoutinadifferentcolourandweobtaineduniqueandnon-serialpieces It’s impossibleto getthesameresultwithoffsetprinting” COMPUTERARTSCREATIVEBLOQCOM -43-
NOVEMBER 2013 THE VERY BEST NEW DESIGN FLUIDTYPE WIREDFEATUREOPENER by Ruslan Khasanov www.ruskhasanov.com RuslanKhasanovtookovershotsofthedigitsseeninhisdarktypography- basedfeatureopenerforWired’sSeptemberissueThemagazinegavetheRussian designerarelativelyopenbriefspecifyingonlythattheissuedateshould bedifficulttoreadandhighlightinghisLiquidTypeprojectasreference Dissatisfiedwithexperimentsusinginkonwet paper, Khasanov hit on the final look a er washing his brush and drawing leers on a wet sink surface. “The leers came to life – fine lines instantly flowed, overgrown with paerns like coral, and then disappeared,” he recalls. “The project looks good in static, but in motion – in the tablet version – it reached its full potential.” COMPUTERARTSCREATIVEBLOQCOM -45-
SHOWCASE NOVEMBER 2013 — MOTION HIGHLIGHT ATTACKINGASTHMA — THEBREATHEEASIES by Buck www.buck.tv “Happy, pop, fun, geometric, paerned, textural, handmade... with eyeballs.” That’s how associate creative director Gareth O’Brien describes the look of Buck’s three music videos for The Breathe Easies, the world’s first puppet-based ‘asthma rock band’. The New York-based production company was approached by The Barbarian Group to create some catchy, educational songs about preventing asthma triggers that “kids would want to watch over and over, and find funny enough to share,” as O’Brien explains. Although O’Brien had dabbled with puppetry before, it was a new medium for Buck. “We quickly realised during storyboarding that we had a ton of sets we needed to build,” recalls creative director Thomas Schmid. “This led us to design a modular system that shared assets in smart ways to create a multitude of different environments. Seeing our stuff come to life was truly a transformative experience.” COMPUTERARTSCREATIVEBLOQCOM -46-
NOVEMBER 2013 THE VERY BEST NEW DESIGN COMPUTERARTSCREATIVEBLOQCOM -47-
SHOWCASE NOVEMBER 2013 — FEATURED SHOWREEL — SHOWMETHEMONEY PERSONALSHOWREEL by Ryo Kitabatake www.ryokitabatake.com MotiondesignerRyoKitabatakewasborninIbaraki JapanandstudiedgraphicdesignintheUSHisslick showreeltransitionsbetweenaselectionofhisbest workahighlightofwhichcanbeseeninhisfinal year motiondesignprojectduringwhichKitabatake collaboratedwithsomefellowstudentstore-imagine thetitlesequenceforDannyBoyle’sblockbuster SlumdogMillionaire “Itriedtomakemyshowreellikeawholenewwork ratherthanjustacollectionofmyworksItwashardto balancetheunitysynchronicitywiththemusicand theinformationvolume”headmits“MeMeMeand theSlumdogMillionairetitlesequencearethepieces thatI’mmostproudof” COMPUTERARTSCREATIVEBLOQCOM -48-
TAILORED FOR TABLET. Experienceadditionalmultimediacontent inourfullyinteractiveiPadedition TRY IT FOR FREE TODAY! ComputerArtsreadersknowdesignmaersThat’swhywe’vecompletely reinventedourdigitaleditionasafullyinteractiveiPadexperiencewith impeccableusabilityThere’salsoadditionalinteractivecontent suchasimagegalleriesandbonusvideoswhichbringthe motioncontentfeaturedinthemagazinetolife TRYITFORFREETODAYWITH OURNO-OBLIGATION-DAYTRIALAT hp//googl/sMcPj UK orhp//googl/aib US Digital replicas also available on Google Play, Nook and Zinio
A U T HOR G A RRI C K W EB S T ER AfreelancewritereditorandcopywriterGarrick isaformereditorof ComputerArtswhoserved fortwospellsonthemagazineHe’s previously judgedtheD&ADStudentandNewBlood awardsand in waspartoftheteamthat producedthecharityillustration bookMemories wwwmemories-bookcouk
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