So, Creative Director. What is that even? It sounds like I should be wearing a black beret and directing a team of animated characters, right? In actuality, it means I meet with the Client, we review the scope of the project, discuss the goals, timelines, budgets, expectations, target audience, what we can do, etc and then I get the wheels spinning on how to develop it all, what directions we can take, who on the team would be working on it and how to approach the options to present. All while wearing a variety of berets, of course.
What’s your biggest design pet peeve? Do I have to limit it to graphic design?
No. Sometimes I wish I didn’t have eyes. Like right now that I’m in a waiting room sitting on black pleather sofas. There’s 5 of them because one wasn’t enough. As far as graphics, when copy is smushed together. Any font that hit its prime in the 80’s or 90’s, burgundy, peach, burgundy and peach mixed, bad kerning, horrible logos, horrible websites.
That’s a lot. What brings you graphic joy? Beautiful packaging, editorial design, gorgeous font pairings, a well laid out menu, movie credits that set the vibe for what you’re about to watch. Primarily people and companies who put interest and effort into their graphics. Even if I don’t necessarily love them, there was intention put forth to do things right and I value that immensely. Travelling is important as a designer, it’s like an intense boost of creative energy seeing what other cultures do in this crazy line of work. And lastly, and somewhat related, smart copy always brings me joy.
WHAT IS A HAPPY SURPRISE A CLIENT HAS GIVEN YOU RECENTLY? Organized files.
THAT SOUNDS PRETTY NERDY, ALE. I’m what some might consider an organize-aholic. Everything is always in it’s same assigned place.
WOULD YOUR FAVOURITE GIFT BE A LABEL MAKING MACHINE? Only if I could program the fonts, kerning and paper stock.
SPEAKING OF FONTS, TELL ME ABOUT YOUR DEEPEST, DARKEST FONT FANTASY. I would love to be able to create my own calligraphy font with all of the fun ornaments that come with it.
WHAT’S STOPPING YOU? I don’t know how to write in cursive! In the mean time I just stalk Vida and her ability to master hand written fonts.
IF ANY PROJECT COULD WALK THROUGH THE DOOR, WHAT WOULD YOU WANT IT TO BE? Package design! I would love to design packaging for a chocolatier. If you know of any, send them my way.
CAN THEY PAY YOU IN CHOCOLATE? If I had to get paid in anything besides dollars, it would be in coffee currency.
BESIDES ORGANIZING YOUR DESK, DRINKING COFFEE WHILE PRACTISING YOUR PENMANSHIP, WHAT DO YOU ENJOY DOING? I also love going to the beach, lots of dancing (including Flamenco), listening to good music, and definitely spending some time taking floor pictures (“selfeets”) to add to my instagram collection.
ABOUT STEREOTYPES, WHAT ARE SOME LINKED TO PROGRAMMERS? That they are all guys. And since I have a name that can go either way, clients who I communicate with via email, think I am one.