Where does the majority of your work take place?
Nearly everything happens in the studio. Though I am rarely at my desk – I’m always walking about and catching up with the teams. The studio environment always has a buzz about it, people using break-out spaces to meet up, or talk on the sofas. It’s a casual but productive studio.
How collaborative is your role?
Incredibly collaborative. The one piece of advice I was given years ago was to surround yourself with people better than you. I always feel inspired because I work with talented people. We’re also really lucky in that we get to work with outside collaborators, photographers, illustrators and artists, which means we’re always learning something new.
What are the most and least enjoyable aspects of your job?
The most enjoyable thing has to be winning pitches and seeing all your hard work come out in market; it’s the most amazing feeling. The least is working to convince a client who isn’t as open as you are. I’d say time sheets are the most mundane parts of the job.
What has been the most exciting project of the last twelve months?
A new brand design overhaul for Häagen-Dazs and a redesign of their core packaging. The brief was to make the packaging an object of desire, and bring to life all Häagen-Dazs’ extraordinary recipe textures, colours and sensations. As part of the design process we invited 13 artists from across the world, each with a distinct style, to create a unique illustrated pattern for each Häagen-Dazs flavour. From 3D illustrators to flat graphic artists and textile designers, each was paired with the flavours that felt most connected to their work.