OFFSET has been on of the best experiences of my creative career so far. Having creatives here to share their practice and offer advice to students looking to delve into the creative industry is reassuring and exciting. A lot of the tip that has been shared throughout the weekend will and have been applied to my practice in order to develop my connections/ networking and my portfolio of work. Collaboration is something each speaker has touched upon, it provides people with more opportunities. OFFSET also taught me to have fun, get out there and meet new people, everyone has a similar interest so sharing our experiences will only bene t us both ways, design is the best industry in the world, it's limited and to be successful you must be driven and motivated to work and want to learn. One of the things I found most useful was the after party, meeting students from other walks of life was brilliant, sharing our stories and how similar they are is fascinating, meeting a guy from San Fransisco currently working in Berlin opened my eyes to travel and not be reliant on the simple things, take risks because risks have rewards, new cultures and experience will bene t me and my practice in the long run. On the other hand, the two speakers that I drew a lot of inspiration from was Marta Veludo because of her ability to create and experiment whilst maintaining
her style and unique approach to tackling a brief. Also the-dot, the platform is the best creative platform I have ever heard of, similar to LinkedIn and Behance, connecting with creatives globally but having that ability to gain something from it instead of a normal portfolio website, it's a way of showing creative thinking and processes which all in all lead to jobs and opportunities to work elsewhere. I would recommend this event to any student in the future, its more than I expected, at times making me want to work now and get stuck into industry, it's driven me to see out my final year and knowing in less than one year I could be mixing and experiencing the things these speakers are today is wonderful news for my creative career. Incredible.
Studio Lauke Siebein
Typographers based in Amsterdam for 22 years. Work identity led and is very simple and re ned, big type minimal design. Set up a studio in 2010 in Berlin, studio space reflects their practice and design values. They also reach into editorial work, creating books, branding style remains fluent throughout their work, big type, little image, simplified design. I found the layout of their work really inspiring, they don’t keep it the same, they change it all. Dynamic identities that are relevant to the client, driven by the communication of the audience and project, Bauhaus Museum Berlin and the typeface they created to draw inspiration from the artwork from that era/ movement. Want to create a story their client can understand, they believe a good story develops a good piece of work. Experiment with design and typefaces that enable them to create new and modern work that is relevant into days society. (HSD work). They don’t believe modernism is beautiful until it is explained as to why it could be beautiful which is surprising because of how modern and simplistic the work is.
Creativity for a moving world. Approach to design is understanding what is capable in technology and creativity, always want to learn new things and develop their skills. Create brands, business, products and experiences. The range of engagements with the clients they have. Based in London, New York, San Francisco and Zurich. “Design has become too ‘squeaky pants’ a world of clean, simple, re ned process we are losing that quirky and challenge the ways of working, the design is messy it's about experimenting and trying new things, however, it ends up somewhere beautiful. “It needs to be equally right and wrong”, allow yourself to make an impression. (Rebel project). If you have an idea go with it, pitch it and show potential, sometimes what the client wants is not always right for the brand. “Be playful and seemingly pointless”, its important to keep the experimentation, feel free and build into your approach, it might not work but if you don’t do it you might not get the idea. “Embrace collaboration, let clients get messy”, Using foam boards to display work that is a creative sprint, not finalised. Gets everyone involved, you can help in influence the direction on a project. (BBC Newsbeat Project) understanding your audience is a vital key to a successful brand image. “Make new brushes to paint with”, make your own tools to work with, new process, expand and develop to create better art.
“Be unapologetically experimental. Be Beautiful”, be brave, we have a theory what might work, right people just trust and get great results.
Jody Hudson-Powell and Luke Powell Pentagram. Joined the pentagram team just over 1 year ago, like working in small teams but at Pentagram it allows them to work on big projects with 21 partners. Still, have the ability to experiment and have fun with the work they create but still maintaining a professional outcome. Draw inspirations on magazines and expanding that to going out and living design in charity shops and independent stores. Which led to simplifying the written work to essentially have a better language or communication. It was good how they explained that not everything is possible with little experience, the harder you work the more you understand and learn new things, taken from his experience of trying to build computer games at an early age. I get the impression they think more about having fun with the brief and delving into the new which will open up new possibilities, don’t always think about the client and what they think, the best ideas come from you as you are the creative. They both have a drive of being the best at whatever they do, from the things they have done at an early age has always in reflected their practice today. Don’t limit your ideas, finding people to collaborate with will provide a confidence boost, makes you want to work harder and get a larger connection with other creatives. Noticing a pattern though out OFFSET and that is everyone reiterates the importance of fully understanding the audience you are designing for. I love how they use machines and the future as a metaphor for don’t have fear or be scared, just get on with it and deal with it. Embrace technology, get stuck in and do stupid stuff, be free and make beautiful work.
Born in Portugal but now lives in Amsterdam but has also worked in Barcelona doing her masters, so already has a wide knowledge of culture and working in different communities. Amsterdam provided her with a better focus/ cultural professional work before deciding
to freelance. Marta works 360-degree design, starting with a concept and a story, process
of creativity and development and finally ending up with the product. This similar to my brief
of rebranding CALM. I love her style and minimal approach to her work, creative and experimental yet still sticking to a consistent style image. Marta already collaborates with Ricky Martin but works more as an art director when working together, this shows diversity
in her work. Marta starts projects by mood boarding, gathering imagery that influencers
her ideas to develop a good understanding of what she will do with the brief she has been given. Marta expands her practice in not just one field, working in all types allows her to be free with a brief and give endless possibilities, whether that be editorial, branding, fashion, advertising, motion etc. Marta also talked about research and finding things that will give her the best quality of results, and its good to know that people currently working in the industry have the same drive as me to research heavily into a project. Advice is its good to stop, relax and better ideas will come when your mind is clean, make time for boredom. I like it.
Motion graphics animator based in New York and works in pretty much anything and everything, not really happy doing one thing. Not limiting yourself allows full creative freedom, possibilities are endless. Shared work is very detailed, which reflects his personality, he thinks a lot about process and has fun which is important, this is really evident in his show reel. Personal work is a great way to showcase the work you want to reposition the work you want or try to do. Shane wanted to do weird things that challenged him, strange reactions. Personal work led him to get big clients, such as Nike. The work with Nike helped his practice develop into a more design eld, thinking and creating processes but making it as beautiful as possible whilst sticking to the brief Nike set. Despite having the ability to recreate work in CG he still likes to work with photography and other mediums in his work. I like how Shane keeps his contacts, being recalled for a brief shows his loyalty to a brand or his ability to remain professional and creating incredible content for them to come back and want to work with him again. “its good to step out your comfort zone and do things you are not used to”. Shane takes the detail of his work the next level, he really does define a true designer when it comes to work hard and get what you deserve. He could settle with a not so finished piece but going that extra length to re fine his work highlights his passion for design in general. National Lottery advert was one of the most inspiring things I have ever seen, its not the artwork that inspired me but the ability to go the one step further with his creative thinking, taking it up a few levels to create something absolutely incredible. Two things to do, invest in yourself as much as you can, need new ideas go and take a holiday, don’t do your own life on the cheap and other advice is collaborate.