Deep is a design agency focused on branding, design for print and digital communications. The agency has existed since the turn of the century and has spent the last 20 years carving out a niche for itself on London’s fashionable Union Street. We asked Deep partner Charlie Eiles about the agency’s creative process, how she found herself drawn to their unique operational style and what she feels the future holds for the company.
Where are you from and how did you get into the industry?
I started with little more than a degree in Costume for the Screen & Stage and a passion for illustration. Whilst I had a creative background, however, I just didn’t find working in costume rewarding! I then fell into an admin position at a small design agency (which happened to be Deep!) really just to explore what I wanted to do. That ended up creating a much-needed account manager role in the agency, and from then I worked at a larger agency building up skills (really quickly) across global packaging and corporate brand level. Deep then came back into my life and I joined as a partner! I never wanted to be a designer, and have always felt more comfortable thinking both strategically and commercially- helping them build their brand. It’s really rewarding to do so.
Where are you based now and who do you work for?
For the past 14 years, I’ve been a part of Deep, one of the (two) Partners - we’re based on Union Street in central London. Its a really nice location for agencies.
Explain your creative style and process
Deep’s creative style is, intentionally, clean and simple. Working predominately with best-in-class brands (b2b and b2c) we cut out the jargon and create clear messaging and emotive connection with our audience - our mantra is “Winning hearts and minds". Our work is a careful balance of thinking and doing otherwise it can be lacking in focus and therefore doesn’t deliver commercially.
Please provide one sentence about your spotlighted work on Creativepool
A timeless shoot for one of the world’s most iconic brands, The Ritz London. This shot always turns heads.
How has technology affected the way you work (if at all)?
It changes everything, we are seeing more developments in motion graphics and VR which then influences how animated websites need to be. Digital (especially mobile) is fast-moving and as an agency, we have to move with it without forgetting our core principles.
If you could change one thing about the industry what would it be?
Free pitching - or more importantly marketers understanding of why that’s not appropriate. Creative work should be judged on previous experience and that should be enough. How can you pitch a job if you don’t know the brand well enough? That get’s my goat!
What advice would you give to other aspiring creatives in the industry who are looking for commissions?
Design for your audience, not for yourselves or other designers, and make sure you are answering the objectives for the brand, don’t just make it look pretty. It’s not good design if doesn’t communicate well.