REVEALED!
All the winning projects from the Brand Impact Awards 2015
ISSUE 245 OCTOBER 2015 digital edition produced in the UK
PITCH MORE PERSUASIVELY How to sell your design concepts to even the most sceptical client
FEATURING johnson banks • NB The Partners • R/GA Moving Brands and more...
M E G
Of S
ISDO W
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s i h t m o act r f s Imp t h s g i r d s e n ran inn i e v r’s B d w i s u l ea war c x y A E
BRANDIN
THE LEGAL GUIDE FOR DESIGNERS Essential tips to deal with clueless clients, image licensing, plagiarism and more
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DO YOU CHARGE BY THE HOUR?
You might as well be punching yourself in the face, says freelancer Sabrina Smelko
WEL CO M E
Oct o ber 2015
editor’s letter This is a very special issue, in which we’re delighted to announce the winners of the second annual Brand Impact Awards – our celebration of the best branding work from around the world. But the huge extended feature at the core of this issue goes far beyond a showcase of the projects that impressed our judging panel. Weaved throughout are the gems of wisdom that helped make those projects world-class – and like the awards themselves, these are carefully tailored to the market sector for which they were created. Once again, our two special awards recognise the ever-increasing importance of delivering meaningful social impact, and the value that fruitful collaboration can have to a project. It’s telling that the winners of both also won our Best of Show gongs. One of the most crucial aspects of creative collaboration is a strong relationship between designer and client – but of course, not all designers are so lucky. Therefore our second feature reveals how to turn things around in a pitch to a sceptical and uncooperative client. Next month, we shift our focus from the projects to the studios themselves, as we reveal the final 30 in our UK Studio Rankings 2015, the result of a huge nationwide peer reputation survey of over 60 leading creative directors. There are 12 new entries since last year, not to mention a few spectacular rises and falls – and we’ll be exploring the secrets of all these studios’ successes. See you then!
keep in touch with…
twitter.com/ computerarts
facebook.com/ computerarts
Nick Carson Editor
nick.carson@futurenet.com
featuring
Karan Singh
This issue’s cover artist is illustrator Karan Singh. His bold and colourful style is a playful interpretation of minimalism particularly focusing on depth and dimension through pattern and repetition. Professionally, he’s worked with Google, Adobe, IBM, Asics and the band OK Go. www.wakeupmrsingh.com
KIRSTY WHITTAKER
Kirsty is a senior designer and team leader at NB, where she has worked for four years. Her most recent project has been curating the Sign Of The Times exhibition at the Protein Gallery, featuring the work of 100 leading designers. Turn to page 91 for her Aspall cyder rebranding workflow. www.nbstudio.co.uk
Verònica Fuerte
Veronica set up Hey Studio in 2007 after working for a number of years with a variety of design studios in Barcelona. She was soon joined by Ricardo Jorge and together they built Hey into the multi-disciplinary studio that it is today. Turn to page 20 for her take on the Tokyo Olympics logo controversy. www.heystudio.es
james kent
James Kent was founding partner of KentLyons for 12 years before setting up Why. He has been working with leading brands such as BBC, Channel 4, BT and BSkyB for almost 20 years, and offers advice and expertise on how to win over difficult clients in our feature on page 42. www.wearewhy.co.uk
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SUNITA YEOMANS
Brand impact Awards judge Sunita has a wealth of clientside experience at major retailers and supermarkets, having previous worked as head of creative at Tesco, creative controller at Argos and head of online design at Boots. She shares her insights from the BIA judging process over on page 68. www.sshy.co.uk
M EET T H E T E AM
october 2015
Meet the team Future Publishing Ltd, QUAY HOUSE, THE AMBURY, BATH BA1 1UA Phone 01225 442 244 Fax 01225 732 275 Email hello@computerarts.co.uk Web computerarts.creativebloq.com
Nick Carson
Editorial
Production & DISTRIBUTION
editor Nick has been running 16.5 miles home from work recently in preparation for his first marathon. Check out his just cause over on the Just Giving website at www.justgiving.com/nc-marathon.
Jo Gulliver Art editor jo.gulliver@futurenet.com
Printing: William Gibbons & Sons Ltd Finishing partner: Celloglas Distribution: Seymour Distribution, 2 East Poultry Avenue, London EC1A 9PT, Tel: 0207 429 4000 Overseas distribution: Seymour International
jo gulliver
Tim Hardwick OPERATIONS editor tim.hardwick@futurenet.com
Circulation
Rich Carter Designer richard.carter@futurenet.com
SUBSCRIPTIONS
Nick Carson Editor nick.carson@futurenet.com
Julia Sagar COMMISSIONING editor julia.sagar@futurenet.com SAMMY MAINE DEPUTY COMMISSIONING editor sammy.maine.@futurenet.com alice pattillo STAFF WRITER alice.pattillo@futurenet.com DOMINIC CARTER STAFF WRITER dominic.carter@futurenet.com
Contributors
Tom Dennis, FranklinTill, Veronica Fuerte, Kate Marlow, Michael Molfetas, Tommy Parker, Karan Singh, Sabrina Smelko, Matthias Steffen, Anna Richardson Taylor, Wijtze Valkema, Anne Wollenberg, Tom Woolley
Advertising
SASHA MCGREGOR Ad manager sasha.mcgregor@futurenet.com SUZANNE SMITH Client director suzanne.smith@futurenet.com
VivIENNE CALVERT Production controller Mark Constance Production manager
Art editor Not satisfied with one holiday, Jo took two this month in quick succession, staying for a few days in Berlin where she saw Pattie Smith perform, then onto Ibiza for a long stag weekend. ‘Green beer’ was consumed.
JULIETTE WINYARD Trade marketing manager: 07551 150 984
charlotte lloyd-williams Direct marketing executive charlotte.lloyd-williams@futurenet.com
Tim HarDwick
OPERATIONS editor Tim took a time-out in Yorkshire with his family and soaked up some northern culture in the historic walled City of York, which is home to over 500 ghosts independently verified by science. Fact.
UK readers: 0844 848 2852 Overseas readers: +44 (0)1604 251045 Online enquiries: myfavouritemagazines.co.uk computerarts@myfavouritemagazines.co.uk
Licensing
Regina Erak International director regina.erak@futurenet.com
Rich Carter
Tel: +44 (0)1225 442244 Fax: +44 (0)1225 732275
Designer A sad goodbye is in order as Rich is moving on from CA to pastures new at Bath-based branding and packaging agency Design Group International. Congratulations and good luck to you, Rich!
MANAGEMENT
Nial Ferguson Content & Marketing director MATT PIERCE Head of Content & Marketing, Photography, Creative & Design DAN OLIVER Group editor-in-chief, Creative & Design RODNEY DIVE Group art director, Photography, Creative & Design TOM MAY Group content editor
staff COntributors julia sagar
Next issue on sale
16 October 2015
COMMISSIONING EDITOR Julia had a swashbuckling few days at the Boomtown Fair, where the theme this year was pirates. However Julia misinterpreted this and went dressed as Liberace; she got mocked for excessive sleevage.
Want to work for Future? Visit www.futurenet.com/jobs
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sammy maine
commissioning editor This month Sammy has been reading Americanah by Nigerian author Chimamanda Ngozi Adichie, and The Secret History by Mississippi-born writer Donna Tartt. What should she read next? Tweet @sammymaine.
production notes printers
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text and cover CMYK, PLUS pantone 811 FLUORO orange, PANTONE 2738 DARK BLUE AND SPOT UV William Gibbons PRINT FINISHING PARTNER:
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paper
cover Precision Special Gloss FSC 250gsm P3–82: Galerie Fine FSC 115gsm P83–106: GraphoInvent 75gsm
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october 2015
ISSUE 24 5 OC T OBER 20 15
10
Culture
Trends: Massaging the mind with a spectrum of light, plus Barcelona-street inspired patterned carpets
13
P laces: Elmwood’s Daisy Hill highlights some of her favourite current hangouts in the city of Leeds
14
People: Creative studio Lord Whitney talks about its newly revamped website and its whimsical humour
16
vents: What happens when a creative studio takes E a vacation together? We have the scoop here!
Insight
20 plagiarise this: Hey’s Veronica Fuerte on what it means to cross the red line from being influenced by something to just plain copying it 24
Showcase
stop charging by the hour: Hourly pricing for your creative services is tantamount to punching yourself in the face, argues Sabrina Smelko
Our selection of the world’s best new graphic design, illustration and motion graphics work 28
26 doing it for the kids: Here Design creative partner Kate Marlow looks at the consequences of starting a family on one’s creative career
d iary 2 V id e o Wal k t h ro ug h
NB studio
diary 1
Project diaries
A global rebrand for Carlsberg, 3D-printed numerical resin sculptures, and using blood as ink for a poster to mark the anniversary of the Hiroshima and Nagasaki bombs 83
d iary 3
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Senior designer Kirsty Whittaker explains how NB combined eight generations of apple expertise in a new identity for Aspall cyder 91
C O N TE N TS
october 2015
b r a nd i mpa ct awa r ds
80 gems of branding WISDOM
The results are in from this year’s Brand Impact Awards. Find out who came top of their creative category and absorb advice from the best brand designers in the business 48
SUBSCRIBE AND SAVE UP TO 54% Three great ways to subscribe to the world’s best design mag: Print Digital Both See page 40 Non-UK subscribers See page 47
•
i ndu str y i ssu es
pitch persuasively
Not every creative project is smooth sailing from pitch to delivery. Here’s what to do when a client rejects your design 42
n e e d t o k now
LAW FOR DESIGNERS
Has your creative work been ripped off? Fear not: help is at hand. We reveal how to navigate legal pitfalls for designers 102
com puterarts.creativeb loq.com -9-
•
•
W E LOVE...
COLOUR THERAPY Hortense Duthilleux massages the mind with a spectrum of light cientific research into the psychological and physiological impact of colour is developing rapidly, all thanks to advances in the monitoring and quantifying of our responses to sensorial stimulation. There is already compelling evidence that our perception of colour really does affect our minds and bodies. As a result, artists and designers are testing colour’s power to alter visual perception, mood and mental state. In an attempt to manage our fast-paced, increasingly out-of-kilter work-life balance, a growing number of consumers are turning to meditative practices to help reduce stress as well as enhance performance and productivity. Recent Central Saint Martin’s graduate Hortense Duthilleux explores how light can be used as a tool to restore a sense of balance by completely massaging the mind with light. Using different filters of light housed inside optical goggles, wearers are encouraged to absorb coloured lighting whilst staring at a spinning spectrum in order to achieve the optimum meditative state.
image CrediT: Highlight by Hortense Duthilleux
s
www.hortense.co.uk Each month, our Trends section is curated by experienced creative consultancy FranklinTill (www.franklintill.com).
CULTUR E T rend s
october 2015
D E S I G N ED FOR LI FE
antique triumph Hidraulik takes up the pavements of Barcelona and gives them a modern in-house twist erceptive creatives visiting Barcelona won’t have failed to notice the opulently patterned hydraulic tiles that line the city’s iconic streets and squares. These art nouveau flourishes gave local T-shirt company Ddeloi the inspiration to create similarly geometric shirt designs and before long the patterns had inspired a whole new brand. “I thought the best way to show these patterns was still on the floor, but using carpets,” says Eloi Rossinés, founder of Hidraulik Modernist Rugs. “Initially my intention was to use handmade New Zealand wool, but I realised they would be more
p
modern if they were created out of PVC and printed using UVI ink, making them anti-bacterial, fireproof, cool insulating and easy to clean.” With help from Barcelona-based branding and web design specialists Huaman Studio, Rossinés was able to produce both classic and modern carpet collections which come in stylish yet inexpensive contemporary telescope packaging, displaying logo, barcode, model name, size and technical information. Huaman Studio also designed the flexible, neutral identity and website, creating added value to the innovative products and widening their target audience.
product:
Hidraulik rugs come in Classic, Modern and Custom ranges, with unique designs inspired by particular Barcelona streets. www.hidrauliktiles.com
COST: €230–540
Stay one step ahead with our barometer of visual cool
m ainstream
No longer just for girls, pastel pink is the new modern shade for a range of packaging and branding.
STILL FRESH
Colour bleed: paper edges appear to be dipped in colour allowing for the ink to bleed freely across the page.
comput era rts .creat iveb loq.co m - 12 -
emerging
Digital drag: capturing the repeated digital tracers from a font that’s been dragged across a screen.
Illustration: Michael Molfetas www.michaelmolfetas.com
T R E N D ING
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