#MemberSpotlight on Creative Director Marc Posch

How did you get into the industry?

Design has always held a strong allure for me. Early on, I recognized its magical potential as a craft that profoundly influences people's perceptions of products and services. I found this to be very powerful, and it inspired me to embark on my journey in the design industry.

Where are you based now and who do you work for?

Currently, I am based in Los Angeles, leading a team spread across the United States. Our primary client base is situated in Europe. Over the years, I've developed a strong connection with company owners who embrace innovation. Our focus notably extends to tech companies and the hospitality sector.

If you weren’t in your current industry, what would you be doing?

Politics. Just kidding. However, studying and applying graphic design showed me that people often truly trust or believe in something as soon as it gets printed or posted online. That's a very potent and sometimes dangerous talent to have. Politicians know that too.

Can you explain your creative process? What makes it unique?

What always gets me excited is the psychology behind design. The big “Why” question. Why is someone in business? Why are they providing a service or developing a certain product.

Our process starts with a series of thoughtful questions, steering clear of the notion that design is merely about aesthetics. I'm always dedicated to uncovering the purpose and message, and then translating it into a visually meaningful representation.

How would you describe your style?

I avoid confining myself to a specific style, as declaring, "That's how we do it," seems perilous. Each project demands individualized consideration, ruling out a one-size-fits-all approach.

While I don't boast a universal signature, I consistently strive for balance and harmony in my creations. Emphasizing good typography is a constant for me. Lately, I've delved into extensive experimentation with Generative AI, unveiling exciting possibilities in design. This avenue has the potential to birth innovative and even fantastical visuals.

While it may evolve into a distinctive style, I envision it being tailored for the right client. Nike, are you listening?

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

David Carson particularly resonates with me. A trailblazer in the 90s and still relevant, his fearlessness and constant push to challenge boundaries have always appealed to me. There's a saying, "Good designers know the rules; great designers know when to break them." David exemplifies this philosophy, and I greatly admire him for that.

While I find inspiration across various fields, architecture is my primary muse. Today’s masters such as the trailblazing Zaha Hadid, the elegant Santiago Calatrava, and our local luminary, Frank Gehry, who crafted the Walt Disney Hall—the iconic home of the LA Philharmonic, fascinate me deeply.

Earlier, growing up in Europe in the 80s and 90s, I was influenced by postmodern titans like Ettore Sottsass and Matteo Thun. Their colorful and whimsical design world broke away from the often cold and sterile Bauhaus aesthetic, creating a vibrant and playful design landscape.

What tips would you give to aspiring creatives looking for work?

Consistently showcase your finest work, emphasizing your most creative pieces, rather than solely relying on published content—which is often diluted. Display your experiments and explorations, presenting elements that captivate and impress.

Don't hesitate to share these with other senior designers and Creative Directors, seeking their insights through polite inquiries. You might be surprised at how frequently someone responds positively to a thoughtful question.

What tips would you give to other professionals to get more clients?

Reiterating my previous comment, consistently showcase your top-tier work. Moreover, actively share it—repeatedly. In the early stages of my career, when pitching to an agency in Munich, their Creative Director advised, "Pitch me until you get on my nerves, and then we'll hire you." This underscores the importance of persistent and impactful self-promotion.

What kind of tools/kit/software could you not do without?

Photoshop, Illustrator of course… but lately I found that AI applications such as ChatGPT and Midjourney have become tools I really enjoy working with. They allow me to free up time for creative work – and expand my creative imagination.

What’s your secret to staying inspired and motivated?

For me, it's about exploring beyond the confines of the design realm. As mentioned earlier, my passion lies in architecture—I delve into both classical and contemporary design, finding endless fascination. Traveling is another key element.

It consistently propels me beyond my comfort zone, forcing me to embrace new discoveries. I believe in nurturing curiosity, never solely relying on past experiences, as complacency and stagnation in ideas can easily set in.

What’s the work achievement you’re most proud of?

Witnessing a client's business thrive and expand is my utmost source of pride. It underscores the core reason for our existence—not merely to create aesthetically pleasing designs, but to actively contribute to the growth of business owners. When I see this unfold, I know that my work has truly made a positive impact.

What is the one thing that you would change about the industry?

Choosing my words carefully, I'd say the prevalence of recycled ideas is a concern. There's a tendency to see designs that appear strikingly similar, as if drawn from the same well of inspiration.

It’s the “mood board problem” where once we assemble a mood board we only draw from there. I wish creatives would take occasional breaks, unplugging from the familiar, and explore diverse realms such as architecture, nature, literature, or art for fresh inspiration.

Any websites, books or resources you would recommend?

I tend to stay away from popular design websites to avoid “idea recycling”. In my bookmark list you will find sites like Wallpaper, The Atlantic or Wired. Sometimes I peek into Dezeen though.