Tag Archives: Graphic Design

Jeff Venida talks honor of creating a shift in today’s branding culture with Paradam

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Creative Director Jeff Venida

There are two types of people in this world: those with compelling stories to tell and those who actually tell them. One of those people is highly sought-after creative director, Jeff Venida. What sets Venida apart from most is the fact that his storytelling doesn’t come bound between two book covers or scattered through carefully arranged music notes. On the contrary, Venida uses creative branding to stimulate the minds of consumers and to take them on quests they wouldn’t have otherwise imagined traveling. He takes a thought-based, captivating approach to creative branding and shares stories with the world in a way that keeps him at the top of his industry.

Throughout his career, Venida has earned himself the opportunity to work with some of the world’s biggest brands, allowing his talents to captivate consumers in a number of different markets. He prides himself on the fact that his job, unlike many others, requires him to have a keen understanding not only of top brands and their target audiences, but also of some of the world’s most niche industries. He realized from an early stage in his career, that being a creative director would require far more than an eye for design. He would need to be able to identify important trends in society and determine how best to gauge the audiences consuming them. It has been a journey rich with learning opportunities and chances to look at parts of the world in a new light. In addition, after several years spent working for other brands and striving to bring other people’s visions to life, Venida realized that he needed to shift his focus towards putting his own ideas first and bringing them to life on a large scale. For these reasons and more, he decided that his talents could be best offered to the world by starting his own company: Paradam.

Per Venida’s vision, Paradam is focused on developing a thought-based, storytelling approach to creative brand building and marketing. He sees great importance in communicating complex ideas to his clients that tap into their emotions and connect intimately with their minds. His reputation, along with his business savvy, allowed him to build a strong client base and to leave a lasting impression on all of his clients, everywhere from start-up companies to major brands. His venture has been so successful, in fact, that Paradam was featured on AdWeek’s podcast in 2017, reaching audiences on a mass scale.

“I wanted to change the way people consume media and I wanted to have a larger impact on the culture I was so clearly contributing to. I knew that I didn’t want to create a product that was ‘for sale’ because I don’t really believe that any product will have a larger impact on people’s lives. Having said that, I do believe that awareness and an opening of the mind can have a great impact on the collective consciousness of the world. I wanted to streamline my beliefs and processes in a way that others might be able to take something away from. I started Paradam so that I could disseminate my approach to a brand communication for a larger audience and hopefully leave a positive, lasting impact on the way we experience the world. It is so much more than just an agency or a company; it’s an ideology and a way of viewing the world,” told Venida.

When developing Paradam accordingly, Venida endeavored to become an agency that specializes in conscious consumerism. To the world, this may seem like too large of a feat to tackle; however, for Venida, it is unfathomable to build an agency in any other way. During Paradam’s inception, the idea of generating a fundamental change in the way people think about marketing and branding motivated Venida to honor the ideas and intentions that are embedded in Paradam’s foundation and he was shocked by how easily his ideas came to fruition. Using his photography and videography skills, he shot content for his website and created a brand video that would later draw clients into soliciting his services. He also created icons and logos to match his brand’s concept, and focused his efforts on developing a unified, coherent branding strategy to show prospective clients the sort of output they could expect from working with him. For clients like Paul Andre Pinces, knowing Paradam’s ethos and seeing the calibre of content it housed were nothing compared to what he experienced when he actually worked first hand with Venida.

“I first worked with Jeff on a project for Native Shoes in Vancouver. He had a vital role on all 2014 and 2015 seasonal campaigns, contributing to brand messaging, look-books, and online content. He defined the brand tone throughout each campaign, giving the company its distinctive voice in the market during their most vital period of growth. His company, Paradam, is an exceptional example of his command in the industry and he is certainly one of the best creative directors I’ve ever had the pleasure of working with,” raved Pinces.

Testaments from clients like Pinces serve as a reminder that the risk of stepping back from his work to focus on a passion project paid off in the end. He is humbled by the thought that through Paradam, he is able to practice what he preaches and to bring something fresh to the market.

“I can’t tell you how much it means to me that this project has become such a success. When people call me just to tell me they’ve discovered Paradam and that it really speaks to them on a personal level is indescribable.  It makes me feel like I’m on the right path. Some of the creative individuals I’ve worked with on this project have called me to tell me that the completed project is something they thought they could only dream of, and that makes me feel honored. I feel inspired to push the envelope more and try my next creative endeavor,” he concluded.

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Rupa Rathod takes audiences to dystopian future with tremendous graphics for Bastille’s global tour

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Rupa Rathod

Nothing is more exciting for a music fan than getting tickets to see your favorite artist live in concert. The feeling of your body vibrating to the bass of a beloved song in a giant arena is simply euphoric. However, when enjoying the experience, it is easy to forget how many people it took to make the concert so incredible. Not only is there the talent, dancers, and band that one can see, there are also many that have worked tirelessly behind-the-scenes. Rupa Rathod is one of those people. As an industry leading motion graphics designer, the intricate visuals displayed on the giant screens of the show are her masterpieces.

Having worked with several iconic musicians, such as Shania Twain and Kylie Minogue, Rathod’s work has been seen and appreciated on a global scale. She loves what she does, not only working alongside some of the world’s biggest stars, but also being able to merge her passions for music and design.

“Everything catches my eye; shapes, colors, photography, art and perspective, they’re all influences. I’m constantly working out how to turn anything I see into something graphical, abstract and moving. I’m very practical and hands on so my interest in design and art have always been very much a part of who I am,” said Rathod.

Two years ago, Rathod saw great success with her work on the “Wild, Wild World Tour” for the popular band Bastille. The global tour allowed the motion graphics artist to work closely with award-winning Creative Director, Rob Sinclair, band management, and the band themselves to create and produce the screen content with LA based production company and studio, Blink.

“I developed a good working relationship with the band. It’s the notion that you understand their world and so you have their trust on something so important to them. It’s what grounds me the most during these projects and what I aspire to always have with artists and bands,” Rathod described.

Loosely set in a slightly playful dystopian world, the vision for the tour visuals was very specific but also required a lot of collaborative development. The brief for this tour was the notion that big brother was watching and controlling you, set in a future where the whole world was ruled by a fictional corporation, World Wide Communications. Rathod’s understanding of Sinclair and the band’s vision was trusted by the entire design team instantly.

“It’s unusual for a tour, especially with an indie band to have such a strong narrative, so I was sold from the moment I read the concept. In my mind, there was no end to the amount of scenarios that could be created in this dystopian world. I was completely submerged in this environment and pitching my designs, having them approved and then being able to develop all the ideas into real working visuals was hugely rewarding,” said Rathod.

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Shot from Bastille “Wild, Wild World Tour” stage

On a tour such as Bastille’s, the set design is always the beginning of the process. Rathod and her team began producing strong concepts and inspirational references. Once the setlist was completed, Rathod got to work.

As Producer, her role was to develop the initial brief, and oversee and direct the team of animators and visual artists. This involved digging a bit deeper into the references and going back with an initial design. Once her approach was approved, she collaborated Blink’s team of motion graphics artists to bring the visuals to life.

As she is so hands on when it comes to the visual aspect of the production, Rathod is ideally placed to see the project through the final stages of rehearsals. For her, it all comes together when she gets into a production rehearsal with the full band, lighting and all departments working together. As a creator of visual content, her job isn’t just to make great visuals, it’s to create content that’s cohesive with a huge live concert spectacle. Some of the best video moments in the show were not conceived until this rehearsal block, so a big part of Rathod’s job was turning ideas around sometimes overnight to test them on screen the next day. This also allowed her to form a good relationship with the band.

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Rupa Rathod and Kyle J Simmons, keyboard player of Bastille

“I worked with Rupa on the “Wild World” world tour across 2016 and 2017, where she was in charge of creating all the video content for our live show. Her creative abilities are second to none and to be able to interact with her on an artistic level was a hugely fulfilling experience. We hope to use her again and again during the next touring cycles. She is without doubt one of the best in the industry at what she does, quite apart from being one of the nicest,” said Dan Smith, the lead singer of Bastille.

Rathod stayed on this tour for the first few shows, which allowed two weeks to tweak and change content prior to the band’s first big night at the O2 in London. Seeing the fans’ responses from her work made the entire experience even more worth it.

“The reaction from fans as well as reviews acknowledged the visuals I produced and was a welcome recognition of how important the visuals are to the overall concert experience. It’s a completely multi-sensory experience and seeing it through from start to finish is always the most rewarding part. It’s always such a priceless moment when you see it go live, a feeling that I don’t think will ever leave me,” she concluded.

To stay up-to-date with Rathod’s work at Blink Inc., check out their website.

 

Top Photo: Rupa Rathod, Tom Colbourne and Steve Price working on Bastille Tour

Tom Mattison uses artistic talents to raise awareness of mental health initiative with Vans

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Tom Mattison

Growing up in Southampton, England, Tom Mattison was always interested in art and design. As a child, he started with traditional image-making techniques like printing, drawing and painting. As he grew, he progressed to the design and print industry and has been able to channel his passion for creativity into a commercial avenue. Now, he is a celebrated creative artworker, putting his mark on many successful campaigns around the United Kingdom.

“My personal art and design practice centers around process and prescribed techniques. I find inspiration in the way that doing certain things can introduce mistakes that might lead to unexpected outcomes. This juxtaposes the work I do within the advertising industry where everything is considered and rationalized. I enjoy my personal work as a release from rigid structure,” said Mattison.

Working both as a freelancer and with the company Genix Imaging Ltd, Mattison has collaborated with iconic brands like Selfridges, GAP, and Nike. Last summer, he also worked with the sneaker and apparel brand Vans on their “All In: The Mind” exhibition at House of Vans in London. He was commissioned to design the poster and visual identity for the show.

“All In: The Mind” was a display of various works from across the artistic spectrum that encouraged discussion around mental health into the everyday. Visual art, fashion, music, sculpture and poetry were all showcased to remind attendees that it is okay to not be okay. Showcased under the famous arches at London’s Waterloo Station, all proceeds from the event were donated to the mental health charity Mind.

The graphic Mattison produced was created using original hands-on print techniques and applied across print and digital formats. He also produced a large hanging banner that was displayed in the entrance atrium of the exhibition gallery.

To do this, Mattison first made a large body of monoprints using red and blue inks. He then edited the prints and manipulated them digitally. After the works were on the computer, he created a layout and typographic look, and then various executions of the design, such as printed posters, website banners, social media content and press releases.

Other than the exhibition theme, which was mental health within the art world, there were no design guidelines for the project. As the sole creative artworker, Mattison was given creative freedom on the project, granted total free reign to explore what he thought the look of the show should be. He responded with a feel that was expressive and painterly but restrained and considered in the typography and layout. Alongside promotional materials, he also applied his artistic practice and submitted a large digital-print hanging canvas banner artwork to sit within the exhibition.

“The freedom was amazing because I was able to express my creative voice without constraint. It was also good to work on design aspects using my own imagery, something I don’t often have the opportunity to do in the advertising industry. I was also able to work with other leading figures in the design and art world because the show was a group exhibition,” said Mattison.

Mattison was initially approached by Bryony Stone, the curator of the exhibition to design the identity and promotional materials for the show. She was aware of his creative artwork background as well as his talents. She was looking for someone who was able to handle all requirements alone, and Mattison was the ideal candidate. He was an asset to the project and ensured smooth delivery of all requirements.

Seeking design approval and comments from Stone, the two formed an outstanding partnership. They both reached a solution that they were pleased with for the visual identity of the exhibition.

“The idea for my artworks in the show were: the visual cortex of our brains’ process of blue and red imagery in a unique way. We fuse the two separate images to create one three-dimensional scene. Lines blur and edges collide. This piece explores the transient elements of our mind, looking into how we process and decipher the world around us,” Mattison described.

Without a doubt, Mattison’s contributions were essential to the success of the exhibition. He was the driving force of the event’s visual identity, creating awareness for attendees. He completed the entire project independently, having total creative control over the entire process.

His work was appreciated by more than just those that attended the exhibition. Mattison quickly saw quite a lot of exposure for his work. Publications at the forefront of contemporary art and design, fashion and culture, and more were praising his work, and having press from leading outlets publicized the show further. Outlets such as Refinery29,Timeout, WonderlandMagazine, Is Nice Thatand Dazedall covered the show.

Graphic Designer Suzy van der Velden on becoming industry leader

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Suzy van der Velden

There is a saying in Dutch that goes “Doe maar gewoon, dan doe je al gek genoeg” that roughly translates to “Just act normal, then you’re already silly enough.” Suzy van der Velden has always embraced this mentality. Originally from the small town of Limmen in the Netherlands, she had a passion for creating in a place where there was not a lot of arts and culture. Despite this, van der Velden could not hold back her desire to create, and her artistic instincts quickly took hold. From a young age, she would sit behind her desk and draw, and slowly drawing transformed into design.

Now, van der Velden is a leading Dutch graphic designer. She is internationally sought-after working with some of the world’s biggest brands. However, she did not always know graphic design would be where her creative predisposition would lead her. From the time she was a young teenager, van der Velden found herself interested in fashion. However, it was not until her work with the Dutch company Oilily that van der Velden realized she could combine her interests.

“I see myself as a problem solver. More than anything I’m trying to find an aesthetically pleasing solution, through the use of all sorts of media, to solve a problem or need. I have talks with myself whenever I’m working on something on how to achieve the best result. One day nothing might happen and the solution seems far away, and the next day it just pops in my head and I know exactly how to handle something. In my work, I don’t tend to stick to one type of media so I’m constantly learning and thinking of new ways to come to innovative results. Often it feels like my job is all about balance and how to reach that balance. Next to the technical side of things I hope my work as a graphic designer adds that extra joy or connection to a product,” she said.

During her time at Oilily, van der Velden quickly rose up the ladder, impressing both customers and colleagues with her talent. She designed a wide range of artwork for both the Women’s, Kids, and Toddler lines. She worked to bring the themes alive through allovers prints, placement graphics, embroideries, engineered prints and trims. She was also a part of both the ‘Oilily Summer of Love’ and the Fall collections that were shown at the Amsterdam Fashion Week of 2009.

It wasn’t long after this when van der Velden’s reputation became extremely reputable in her home country, and she went to work at sporting wear brand O’Neill. O’Neill is originally Californian surf wear and surfboard brand started in 1952 by Jack O’Neill. The company produces wetsuits, performance water and snow sports inspired apparel for young adults. The products are distributed internationally to 86 countries worldwide.

While with the iconic company, van der Velden managed all the artwork that included swimwear, active wear, lifestyle and snow wear. She was part of a global design team that created art that would be placed on products throughout the entire world. She directed and groomed lower level designers to grow and enhance their skills. She also took on the highly important role of emphasizing the importance of making unique artwork for specific regions around the globe some including Australia, Japan and Germany, helping to increase sales in these countries with her work.

“Suzy was part of the creative team, where she was responsible for all the graphics, allover patterns and presentations for each new seasonal collection for the women’s, swim, apparel and snow line. I thoroughly enjoyed my time working with Suzy, and came to know her a as a truly valuable asset to absolutely any team. She is an incredibly hard worker, honest and dependable. Beyond that she is a very inspiring, creative person who always delivers the results. Along with her undeniable talent, Suzy was always an absolute joy to work with. Her knowledge of sportswear and casual wear, and her expertise on creating artworks from scratch, her color use and feel and her skill-set on printing technique were all huge contributions. She is very independent and always had a secret box of unexpected, new and original ideas,” said Mareine van Beek, Senior Designer Swim/Lifestyle Women & Girls at O’Neill.

After years of creating dynamic imagery for O’Neill, van der Velden caught the attention of Lululemon, a Canadian athletic apparel retailer. It is a yoga-inspired athletic apparel company and a designer and retailer of technical athletic apparel. The company makes a number of different types of athletic wear, including performance shirts, shorts, and pants, as well as lifestyle apparel and yoga accessories. It is extremely popular around the world, and working for the company was the highlight of van der Velden’s esteemed career.

After being headhunted for the role, van der Velden moved from the Netherlands to Vancouver to work for the brand, helping them revolutionize their look. With the company’s shift to reach a more youthful and progressive demographic, van der Velden’s versatile skillset came into play. Due to her great artwork and design aesthetic, she works on the global design team as Senior Graphic Designer for both the men’s and women’s divisions. Since her employment, the company has acknowledged the success of her design artwork and has increased her number of designs to grow the overall business. She was also a part of a select design team that traveled to Switzerland to create a small collection in collaboration with Europe’s leading supplier of technical embroideries. On top of this, she was also chosen with an exclusive group to travel to a Lululemon retail store in Toronto to give a detailed product presentation when the first collection with the new aesthetic was launched. The company has grown and advanced in their overall design aesthetic largely due to the success of van der Velden’s artwork and design theory.

Her role with the company is absolutely essential. Not only does she design, she brings on new team members and trains them to follow in her footsteps. For those looking to do so outside of Lululemon, she offers important advice.

“Go for it. It’s hard work, but the joy you get from it pays off. Try and work as free as you can to discover new ways of working. Take a look at other graphic designers if you don’t know where to start and go from there. It’s a very specific job and chances are that if you don’t become the best in your field it might be hard to stay in the game. Therefore, you have to keep practicing and experimenting. See where and how you can push the limits to come to new solutions,” she advised.

And with a career like hers, we can all assume that van der Velden’s guidance will be fruitful.

The Golden Girl of Advertising: Producer Susie Liu

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Advertising Producer Susie Liu shot by Robin Gaultier

Advertising ace Susie Liu knows everything there is to know about marketing. That’s because she has immense experience working hand-in-hand with clients – including titans of industry and Fortune 500 companies – to formulate strategies and campaigns specifically tailored to their needs. However, Liu has the added edge of having spent years as an artist, personally creating, drafting and implementing creative concepts to meet the needs of those clients.

“At a young age, I always gravitated towards anything visual or creative,” she said. “As I grew up, I enjoyed spending time in my own company, drawing on paper and eventually on the computer. I looked at ways to improve magazine articles and advertisements, and changed the style to my own liking by recreating visuals on the computer.”

Starting out with ZONE, a cutting-edge advertising production firm based in London, as a digital artist, her incredible talent helped her quickly move up through team leadership positions, and ultimately to the role of content advertising producer.

Prior to her work with ZONE, Liu worked with Wordsearch, a design and advertising company specializing in real estate advertising. In her time at Wordsearch, Liu applied her managerial and artistic skills to massive undertakings such as The Shard in London, One World Trade Center in Manhattan and the ambitious Masdar City in Abu Dhabi, United Arab Emirates.

The iconic One World Trade Center, completed in 2013, was built as a testament to American resilience after the destruction of the previous towers on September 11, 2001. However, beyond its symbolism and status as the tallest building in the western hemisphere, it is a financial and economic hub in the busiest city in the U.S., and as such it was critical that such a costly and labor-intensive project attract the maximum possible amount of renters, businesses and investors. That’s where Wordsearch and Liu came in.

“I was involved with the creative art-working as well as the management of the print production. It was imperative to be organized and have a structure from the start,” Liu said. “It was my role to organise and ascertain from the briefs how long each element would take to execute and deliver in a timely manner.”

The Shard skyscraper in London, the tallest building in the European Union at a fifth of a mile high, is another of Liu’s most monumental projects. Completed in 2012, The Shard relied on the creative mind of Liu and her team at Wordsearch to attract tenants such as Al Jazeera, Gallup, and the five star Shangri-La Hotel, who have all made the magnificent work of art-in-architecture their home.

 “The objective was to entice companies, investors and the sale of residential apartments into this new living, working and social space by demonstrating what was on offer and how it would look once complete,” Liu said. “This campaign was worked on by a team of designers, art directors, Project Managers and myself as a Production Manager, which involved the creative art-working and design of the technical brochures, as well as managing the production on all the other work.”

Liu also helped draw tenants and investors with her campaign for Masdar City, the eco-friendly metropolis currently in development and construction in Abu Dhabi. Built in the desert of the Arabian peninsula, the arcology – or “architecture/ecology” – city is founded on the principles of responsible environmental practices. Featuring a fleet of clean energy and electric vehicles in lieu of personal commuter vehicles, operating on solar and wind energy, and carefully designed with walls, streets and building meant to maximize the cooling power of the desert wind in the hostile region, Masdar City is what many climate scientists and environmentalists envision as the responsible future for humanity.

“Wordsearch was approached by the Masdar client to adapt its existing brand and produce a series of printed and digital marketing literature to entice people into this new, not yet built city. Over a period of 2 years, the requirements were to design and produce magazines, brochures, advertising, leaflets, internal forms, point of sale, exhibition stands/space (WFES), marketing suites, banners, computer generated images and a website,” she said of the intensive process. “The idea was to entice people and investors into this eco-city by demonstrating what was on offer and how it would look when the city would be finished.”

While working for Hogarth Worldwide, a multinational company that specializes in marketing implementation and centralized advertising production for clients worldwide, Liu helped ensure the success of the HTC One ad campaign.

“This was a global campaign that was rolled out to a very tight deadline and within strict security restrictions,” Liu said. “Our job included the translation and localization of all literature in up to 40 languages, and the creation of a variety of advertisements, both point of sale and signage.”

With such an impressive array of clients and projects under her belt, it’s no small surprise that Liu has become one of the most sought after players in the global advertising and marketing fields. With her immense creative and artistic talents surpassed only by her managerial skills and her ability to oversee teams working on large-scale campaigns, she is truly a master of the trade.