How did you get into the industry?
Ever since I can remember art has always been my passion. Initially I studied a foundation course in Eastbourne which covered a broad range of subjects and then progressed onto a higher level course in Barnet. After a few false starts I managed to get what we now call an internship with Coley Porter Bell in London, and I haven’t looked back since.
Where are you based now and who do you work for?
I moved to Dublin in ’98 and was actively working in the industry up until 2017 when I started my own small practice.
My business is aimed at small to medium businesses, however I also maintain strong links with the agencies I have worked with and as well as having a small client base often freelance.
If you weren’t in your current industry, what would you be doing?
I have thought about this - a lot. I wouldn’t stray far from creativity. Either an upcycling mid-century modern type thing combined with my graphic skills or a curation/research-based job in the Cultural and Arts sectors. I am currently studying a masters and teaching or giving back to young creatives is also a vibe.
Can you explain your creative process? What makes it unique?
I’m not sure my process is unique but as I have lived and worked through the pre-mac days until today, I bring some of the craft I have learnt to the fore. My practice is research based. I don’t think you can or should design in a vacuum and understanding the competitive landscape, market trends, design trends and semiotics all play a part in my process.
I think if you don’t work in this was – asking the right questions and rewriting the brief, then there is a disconnect between you and your audience. Design should have meaning and purpose. But it can also be fun within that framework.
How would you describe your style?
Its constantly evolving. I’m don’t approach work from my own style perspective but treat each project appropriately. I don’t think you can lose sight of a given brief for styles sake. If the client’s business is rooted in heritage, the design solution can challenge but retain this in a contemporary way
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
I think your contemporaries and collaborators are the best source of inspiration. My collaborators are usually my clients and when you work together instead of butting heads the outcomes are infinitely better. In terms of industry heroes Peter Savile’s work for Factory records and Mark Farrow’s work for spiritualised still holds up today.
I always loved the work of Barney Bubbles and recently discovered the work of Bei Feitler who was this amazing magazine designer in the 60’s and 70’s. Sacha Lobe and Hermann (Neue) Miller are also doing great work.
What tips would you give to aspiring creatives looking for work?
It’s cliched but be yourself. Design agencies are looking for people they can work with, so chemistry and enthusiasm are paramount. Then when it comes to your portfolio show your best work and make sure you have a story to tell. I follow the work of many young creatives and they are doing amazing and inspirational work so to be honest I am not worried for them – keep doing what you’re doing.
What tips would you give to other professionals to get more clients?
Unfortunately – it’s who you know not what you know. Get in the room, meet people, understand their needs, ask the right questions and build friendships with your clients. They are not the enemy.
What kind of tools/kit/software could you not do without?
Pen and a sketchbook. Notion for organisation. Illustrator for the graphics. My laptop and of course a fully charged phone. Recently I have been exploring AI. I don’t think we should be afraid of this development in design.
We just have to find ways to use it to our advantage and it is an amazing tool for generating scamps that you can build into something else. Personally I would never use it for the final output – I kind of see it as a tool and a resource. It’s also great fun when the results go weird. I asked it to make a raven and a crow in one image and it put antlers on the crow’s head. It’s a trip.
What’s your secret to staying inspired and motivated?
For me it’s travel, life experience and observing and absorbing all around you. You can find inspiration almost anywhere you look.
What’s the work achievement you’re most proud of?
Like most designers I think your last piece of work is the one you like the most because it shows a progression. I think I’m most proud of my ability to keep good relationships going with my clients which in turn keeps the opportunities coming in.
What is the one thing that you would change about the industry?
Internships. Firstly, they are not paid properly to meet basic cost of living needs. Rents are high, travel and food costs expensive and very few agencies seem to take this as a serious consideration.
Secondly, in my experience they are not structured properly. A young graduate needs to be able to show what they can do and nurtured in the areas that they are lacking to stay motivated and want to continue in the industry. I think without a plan in place for what they are actually going to be doing when they arrive through the door is detrimental to both the agency and the graduate.
Any websites, books or resources you would recommend?
Websites:
For type & design: https://fontsinuse.com/
For Ai: https://www.imagine.art/
Books:
Designing Fonts/Chris Campe & Ulrike Rausch (Thames & Hudson)
An Initiation in Typography/Anne Benastas & Camille Gallet (Niggli)
