"I'm attracted by the challenge to create."
Creativepool pulls up a comfy chair with Gerard Whelan, Designer and Art Director for brandcentral, to discuss excellence, identity and wall-crawling super powers.
How long have you been an Designer and Art Director?
Eleven years.
Describe your work in one sentence.
Clean, conceptual-based design and art direction.
What attracted you to your chosen field?
I was attracted by the challenge to create.
Who inspires you and why?
I am inspired by companies and individuals who have something to say and aim to excel at every project they undertake - like Tomato, Why Not Associates, Spin, Farrow Design, Stefan Sagmeist, Peter Saville and e-types.
What do you think is the biggest challenge facing Artists like yourself?
It has to be keeping up with technology, I think.
Always aim to excel at whatever project you undertake. Try not to follow trends - if you have to follow them, make sure you have a good reason for doing so.
If you could have ONE super power, what would it be?
It would be a toss-up between wall-crawling or cross-dimensional awareness!
Tell us about your best project to date.
I am currently working on promotional material for an animation festival in Vancouver, with a very talented English illustrator called Simon Oxley, who now lives in Japan.
What frustrates you the most about your job?
The emphasis on technology and not design.
I'm an all-rounder I think. I'm equally as good with web, print and identity. Designers who can cover all bases well are something of a rarity in the industry - it's something you don't see very often.
If you could work on any project for any company or organisation, what would it be and who would it be for?
I would really like to create a new identity for Edun, the socially aware eco-clothing website founded by Ali Hewson and Bono.
Adobe Illustrator. I find it excellent for creating story boards and layouts for both print and web work.
What do you like about Creativepool?
I like the exposure it gives to creatives. The site is easy to use and it's great to be able to see other people's work.
What can a prospective customer expect from you?
They can expect to receive my experience, maybe a challenge to push their ideas further, combined with my dedication and enthusiasm for their project.
And finally, what pearl of wisdom can you offer to someone starting out in your industry?
Most importantly, ensure that your portfolio is the best it can possibly be. Try more experimental projects in your free time to stretch and challenge you as a designer. Lastly, set up a personal website for yourself to showcase your work.
See Gerard's website
Twitter: @brandcentral1
If you want to be in the spotlight, email us with examples of your work or a link to your Creativepool profile.
Words: Miranda Dickinson
