The Brand Identity

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World’s Greatest Internship is an experience with a mission to bridge the gap between the best emerging creative talent and the world’s most innovative companies. Each year, they issue an open invitation for a small selection of creatives to embark on a paid six-month journey to work with creative companies around the world. For 2021’s Edition 3, WGI invited us on board as a guest judge alongside the teams at Butchershop, Hybrid Design, Prophet, Gretel, Rice and DixonBaxi. Over the course of two articles with WGI, we’ll be showcasing the work and applications of the 10 standout creatives we put forward to be selected for Edition 3.

“Creativity is about taking risks and making bold discoveries.”

Odin Lowsley
Graphic + Type Designer
Gold Coast, Australia
odinlowsley.com

Give us your bio in under 500 words…

Did you know there are over 100 million ways that six LEGO bricks can be uniquely combined? Just as we have a limited set of points on a grid, a fixed number of letters in an alphabet, and a finite number of resources on our planet, our real test as designers comes from what we can achieve within these boundaries, and where we can push their limits. As a designer, I’m fascinated by this ever-evolving challenge and am compelled to arrange those six bricks in as many new ways as I can imagine.

Explain your creative process…

I typically try to understand the context of the project better by analysing existing work in the space and reading about its history. I’ve learned to sketch out any interesting visual artefacts I see when studying the topic, allowing the shapes, layouts, and textures I find to inform my final work. Addressing the topic at hand is only the baseline for me. I try to push the limits of what is considered accessible, in order to elicit emotion from the audience, even if polarising.

What is the best advice you’ve ever received?

“With great power comes great responsibility,” from both Spider-Man and my Dad (although it probably meant a little more coming from my Dad). This mentality underpins the way I strive to live my life and the work I hope to produce. I’ve been very privileged to have been raised by two loving and supportive parents who have encouraged me to pursue what makes me happy, so I aspire to pay it forward through my work helping others.

What is your definition of creativity?

Creativity, to me, involves pushing the boundaries of what already exists to find something that doesn’t. Creativity is about taking risks and making bold discoveries, in spite of our natural fear of failure. In a practical sense, creativity comes from considering existing work and looking at how we can utilise past learnings to solve new problems and do so in an engaging and considered manner.

What songs are on your playlist?

I’m always looking for new music, but recently, I’ve been listening to:
The Kiss of Venus, Dominic Fike
Solo, Frank Ocean
BUZZCUT, BROCKHAMPTON
Heartbreak Anniversary, Giveon
Die For You, The Weeknd
Make Me Cry, Jacob Collier
A BOY IS A GUN*, Tyler, the Creator
Sunflower, Rex Orange County
hand crushed by a mallet, 100 gecs
too many feelings, Ruel

“Give your best but don't burn yourself out.”

Astrid Gabriela Martinez Santillanes
Visual Designer
Monterrey, Mexico
@astridgabrielx

Give us your bio in under 500 words…

I’m Astrid Gabriela, a Mexican designer, puzzle lover and curiosity-driven person. I love the feeling of a new challenge, doing something you’ve never done before gives you the opportunity to learn new information, acquire new skills or meet amazing people. I’m a goal-oriented person, it gives me the clarity to visualise the path or paths I need to take in order to achieve something. I work really well in fast-paced environments, I’m proactive and easily adapt to the culture of the place.

Explain your creative process…

Brief – understanding the client, service, product, user and scope.

Research and benchmark – what is the direct and indirect competition doing right? What can be improved? Why is the service essential to the current market and what will the market win with it?

Concept – find a story behind the brief and research that links the service/product with the users. Create the foundation for the brand, build a solid brand promise.

Brainstorm and exploration – explore the brand personality through colour, typography, layouts, etc. sketching essential to let out all of the ideas in a fast way.

Test – design across different channels. Does it work for both print and digital? Is the message coming across the best way?

Pitch – tell the story, lead the client through the process in an easy way, at the end, it’s the client’s project/baby and they need to understand to follow up on the design.

Improve – listen to the feedback, good or bad, and adjust what needs to be adjusted. I don’t think it’s a linear process, you can go back to sketching or researching and even though sometimes you have to do a project by yourself, don’t forget to ask for feedback and share your ideas with other designers, developers, or anyone to make sure the message is coming across as intended.

What is the best advice you’ve ever received?

Give your best but don’t burn yourself out (mental health is important).

What is your definition of creativity?

The ability to recognise patterns, gaps and opportunities to create something new, better or different.

What songs are on your playlist?

It Takes a Lot to Know a Man, Damien Rice
Cheers Darlin’, Damien Rice
Light On, Maggie Rogers
Shrike, Hozier
Azul, J Balvin
SKR, Zoé
Não Sou Obrigada, POCAH
Notion, Tash Sultana
Tu Sin Mi, Dread Mar I
Vendedora de Caricias, Panteon Rococo

“Always living a little on the edge allows me to make bold choices.”

Freddie Hall
Graphic Designer
London, United Kingdom
insidefred.com

Give us your bio in under 500 words…

I am a UK-based Graphic Design graduate, currently interning remotely at RoAndCo, New York. I consider myself a multifaceted designer, forever testing the waters of different declines of design. The CEO of movie recommendations, stand up connoisseur & dog lover. If I’m not watching a Judd Apatow movie you’ll most likely find me dancing to Rod Stewart, falling asleep to a podcast or way too invested in a true-crime docu-series.

Explain your creative process…

When it comes to design, I like to stick to a methodical process, as I’ve found that allocating and diving time appropriately always generates the best results. I like to spend as much time researching as I do designing, as I find allocating the time to induct thorough research guarantees more insightful and compelling finished designs. I always allow time to dive into the strategy of the brand, identifying its mission, vision, purpose and values. I design with the audience in mind, referring to an audience profile throughout my process – does what I’m doing make sense from the perspective of Person X? For me, it’s always essential to conduct thorough research and find compelling insight to build creative designs around. Doing this allows me to find the intersection between solving a problem and finding a compelling concept, pivoting around a thoughtful insight.

What is the best advice you’ve ever received?

“Sometimes it’s better to beg for forgiveness than ask for permission.” I try to live by this mantra, to take risks in life in the pursuit of something I’m reaching for or truly believe in. For me, always living a little on the edge allows me to make bold choices, both in life and design. In the world of design I always like to push the boat out creatively, knowing that if need be, I can always reel it in and tone it down rather than playing it safe from the get-go.

What is your definition of creativity?

The intersection between innovation and imagination.

What songs are on your playlist?

Walk on the Wild Side, Lou Reed
Time of the Season, The Zombies
This Is the Day, The The
Maria, Blondie
The Partisan, Leonard Cohen
Seabird, Alessi Brothers
Oh You Pretty Thing, David Bowie
Everybody’s Gotta Live, Love
Holding out for a Hero, Bonnie Tyler
I Want to Hold Your Hand, The Beatles

“I find beauty in thriving amongst the structures.”

Suranart ‘Ta’ Kasitipradit
Motion + Visual Designer
Chiang Mai, Thailand
@strawberrypadthai

Give us your bio in under 500 words…

With roots in Northern Thailand, where I spent part of my life as a Buddhist monk, combined with my background in motion graphics, 3D rendering, and editorial design from New York, my work is an intersection of craft and experimentation. I use these skillsets to elevate brand stories and self-expression. Currently, I am running a Thai type in motion collective called @thaipface. My animated typography work, Thaipface, has been exhibited in Chiang Mai Design Week and Bangkok’s Mango Art Festival. I hold a BFA in communication design from Parsons School of Design. I have worked with clients such as Adobe, Apple, &Walsh, Dazzle Studio, and Pin-Up Magazine. In 2019, I received Adobe’s Top Talent Award for graphic design.

Explain your creative process…

I find beauty in thriving amongst the structures, the grid system, and dancing in the rain. My creative process is like my spiritual practice. I start off by doing a lot of visual research and talking to as many people as I can. Then I set up a hundred 1080x1080px artboards on Illustrator and give myself half a day to fill it with anything. Afterwards, comes the finalisation and prototyping where I call up my designer friends for a critique session. Then comes revision and iterations again.

What is the best advice you’ve ever received?

Listen, because life and all things around you are always speaking to you. Also, be kind, and never act from fear.

What is your definition of creativity?

Creativity isn’t so much about controlling as much as letting our intuition guide us. It means allowing ourselves the luxury of time with our muses (as it triggers the inner critics). It means taking note when things catch the light in an interesting and random way. It is about asking ourselves the deep questions only to be left with even more questions, but yet somehow still feel closer to the truth. In a way, creativity reminds us that we all have always been whole from the start.

What songs are on your playlist?

Pink Pony Club, Chappell Roan
Would You Be So Kind, Dodie
Soulmate, Lizzo
Underdog, Alicia Keys
Gramercy Park, Alicia Keys
Don’t Make It Harder On Me, Chloe x Halle
August, Taylor Swift
Forgive Myself, Sam Smith
Too Much, Carly Rae Jepsen
Alice, Lady Gaga

“Being creative is being able to find smart and interesting solutions to everyday problems.”

Goda Gorodnicevaite
Graphic Designer
Hatfield, United Kingdom
@godagoro

Give us your bio in under 500 words…

Curious artist and designer, born and raised in Lithuania, interested in branding, digital design and motion graphics. Driven by dynamic rhythm my whole life I have explored myself in different cultural disciplines: playing different instruments, dancing and singing, admiring architecture through photography, crafting everything from origami to crochet toys and playing with moving image. My sensitivity to visual and sound stimuli led me to the subject of visual communication which has allowed me to explore the potential of my creativity and critical thinking.

Explain your creative process…

I work in three blocks:

The big thinking part: brief – research – lots of brainstorming – ideas.

The thinking and execution: coming up with several visual concepts – refining the strategy – refining the visual identity.

The execution: coming up with several design routes – exploration – refining the final designs – testing. Of course most of the time additional research is done somewhere in the middle, as well as always checking on the brief and brainstorming.

What is the best advice you’ve ever received?

Trust the process.

What is your definition of creativity?

For me being creative is being able to find smart and interesting solutions to everyday problems. It is when you allow yourself to explore and give in to the process, as well as you ignore the existing rules, that the best creative moments happen.

What songs are on your playlist?

Keep Moving, Jungle
Say Say Say, Paul McCartney + Michael Jackson
Inside And Out, Feist
La Ritournelle, Sebastien Tellier
We Will Always Love You, The Avalanches + Blood Orange
Gravitate, Oscar Jerome
Seabird, Alessi Brothers
Morning Dew, Kelsey Lu
Perfect Circle / God Speed, Mac Miller
Got To Keep On, The Chemical Brothers

To stay up to date with all things related to the WGI, make sure to follow @worldsgreatestinternship on Instagram.

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