With a background in print design and advertising, John-Louis West has over 20 years of experience as a design consultant, which places him at the intersection of business, digital, graphic design, and motion graphics. We caught up with him this week to discuss the past, present and future of his creative journey.
How did you get into the industry?
Well, it was design or accounting. I had an aptitude for both, but I could not see myself in a cubicle all my life. I also grew up in Cape Town, South Africa, where skating, surfing and outdoor living is second nature. It’s a super creative scene, with local surf shops and unique brands like Santa Cruz, and as I had always loved drawing, it felt like a natural fit.
Where are you based now and who do you work for?
I’m in London, and I work at Lucid Creative Works Ltd.
If you weren’t in your current industry, what would you be doing?
I was always fascinated with industrial design, and I would have gone that route if graphic design did not work out. With hindsight, however, I think some type of tech design - like gaming or app development - would have been amazing.
Can you explain your creative process? What makes it unique?
I am not sure my process is unique, or I hope it isn't. My work always starts with thinking. I solve the work on paper and in my mind's eye. Once I have that direction, I will look for reference or inspiration.
If I cannot find any, I will do screen mock-ups, and once I have something I am happy with, I will involve the client, making sure that we are on the same page early on. From there, it's crafting the design elements. I follow this same process each time as it delivers consistent results.
How would you describe your style?
I take a well-crafted typeface, beautiful picture, or film and add the idea, illustrations, story, and design. All the while keeping it simple, which is surprisingly tricky to do.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
Vince Frost, Erik Spiekermann and Kyle Cooper.
What tips would you give to aspiring creatives looking for work?
While studying design, I was lucky to find a mentor and a friend. The biggest thing I learnt from him that I would pass on is the ability to learn to look for design in every aspect of your life.
Notice things. It's increasingly difficult with social media - remember that that is seeing things through someone else's eyes. Learn to observe and interpret things for yourself; it helps you stay curious.
What tips would you give to other professionals to get more clients?
Getting clients is the trickiest part of working for yourself. You can read as many books as you want; they tell you how to keep clients, work on your referrals, and build your email database.
But the reality is that it's hard work to get clients; it's a sales cycle with loads of rejection and disappointment. Face those facts, don't take it personally and do the work to build those lists.
What kind of tools/kit/software could you not do without?
Two monitors and, of course, Adobe CC.
What’s your secret to staying inspired and motivated?
Learn to go through life with your eyes wide open, listen to music and take the time to think.
What’s the work achievement you’re most proud of?
I do not have one specific achievement, but I am most proud of my work when it makes a difference and adds value to the client.
What is the one thing that you would change about the industry?
Like any industry, design has its problems. One suggestion is that I would love to reintroduce type-making back into design school.
Most of a student's time, currently, at design school is spent learning how to use the tools and not learning the actual craft.
Any websites, books or resources you would recommend?
Not sure I could live without Dribbble. And there are so many books that I could mention but one of my favourites is How to by Michael Bierut.
