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Poppy ThaxterThe Designers: Wolff Olins’ Andy Khatouli on challenging conventions and making a difference
Our interview series The Designers delves deep into the world’s leading design studios through a series of in-depth conversations with the individuals that make them tick. For the thirty-ninth instalment, we spoke to Andy Khatouli from Wolff Olins, who kindly shared insights into his practice and process. From his early days of childhood creativity, his game-changing role at Studio Moross, to co-founding Oddigy, he has consistently pushed the boundaries of what’s possible in design. His journey has not been without its challenges, yet, through it all, his passion for creativity, people, and making a difference has shone through. Now, as a Creative Director at Wolff Olins, Khatouli recounts his career trajectory and imparts some (optional) advice to emerging designers.
PT Hi Andy! How are you?
AK It’s Spring but it’s still raining, so normal I guess.
PT The joys of springtime in London :’) Growing up, were you a creative kid?
AK Always. I was constantly making and breaking stuff. Once, me and my brother used all the food packaging in our kitchen to make a hot wheels track. Mum wasn’t impressed. Blame Blue Peter.
PT Your time at Studio Moross seems to have been a big break in your career. Can you tell us about this experience and its impact on your trajectory?
AK I have a lot of gratitude for Aries Moross, Creative Director at Studio Moross. They saw in me the potential I always knew I had, and gave me a chance when no one else did. Aries has been a champion of diversity and inclusion way before we were talking about it in the industry. This is one of the things that made Studio Moross a special place to work at, as they welcomed people who felt like misfits. We were always encouraged to challenge the conventions, push the limits and have fun. It was messy, but is creativity not? I got to work with some huge clients and met some important people. Got blanked by Tyler, The Creator when holding the door open for him in NY. Still waiting for a thank you.
My childhood is a large part of why I create. But really, it’s people that inspire me.
PT When you Co-founded Oddigy, what was the driving force? Could you tell us more about the studio and your vision for it?
AK Oddigy was a shared idea between a couple of creatives who were just a bit fed up of things being done badly and wanting to make an active difference. We all came from low representation backgrounds. We all had proven ourselves with our experience, but still didn't feel welcome at the big tables. And we all were passionate about connecting creativity back to popular culture. We wanted to challenge the narrative around who was making the change. Celebrating otherness and giving people a fresh perspective on creativity. That’s what the name meant = Odd + Prodigies.
PT What inspires you? Would it be fair to say that there’s a sprinkling of nostalgia in your work?
AK Yeah sure, my childhood is a large part of why I create. But really, it’s people that inspire me. Bukayo Saka after the 2020 Euros. Lakwena Maciver giving London some colourful joy. Ben Lindsay getting an OBE. Man like Matt Miller. Eddie Guerrero winning the WWE championship at No Way Out 2004. Ant & Dec reinventing childrens’ television. Sally Utting caring for the marginalised in society. Bence Borbely blowing up the fashion world. My wife doing the biggest job in the world; being a mum. It reminds me that I’ve got my own story to write and hopefully inspire someone else along the way.
PT Out of everything you’ve created, what projects or pieces would you say best reflect you as a creative?
AK The MTV VMA’s and Beyond Meat campaign with Romelu Lukaku is definitely a highlight, but I’m actually most proud of the little, silly self-directed projects. I believe some of the best ideas started off as a bad one. Like when I changed the food labels in Sainsbury’s to more colloquial terms and watched it go viral. I like to think of these mini projects as a way of keeping my mind elastic for when I need to stretch it on a bigger brief. But I will say that we’ve been cooking up something special at Wolff Olins, which has probably been the most fun I’ve ever had on a client project. Watch this space.
I believe some of the best ideas started off as a bad one.
PT You’ve also launched your own trading card game! How did Mega Wrestling come about?
AK Pretty simple. I love Pro Wrestling. And most childrens’ entertainment is ruled by tropes of who heroes are. So, I wanted to make something that brought together my passions, that was fun to play and inspired more kids (young and old!) to become champions in life. Took a few years of developing, testing, failing, prototyping, more testing, more failing and then launching. Did a Kickstarter. Went super well. Currently planning Phase 2; more cards, action figures and a comic book.
PT After being a part of Oddigy, why did you decide it was the right moment to join a different studio?
AK Probably a lot of things. But the main focus was to find somewhere I could join other like-minded people and keep making great work. Running your own company can be exhausting at times. It requires a lot of sacrifice and drive. And I got to a point where I knew I could go somewhere brilliant like Wolff Olins and still achieve a lot of my personal goals, as well as contribute to something bigger than myself.
I have always prided myself in trying to do the ‘wrong thing.’
PT What was it about Wolff Olins that stood out to you?
AK I knew Wolff Olins had a reputation for doing things differently. And I have always prided myself in trying to do the ‘wrong thing.’ The work here is world-class and so are the people. Meeting Emma Barratt (Executive Creative Director) and Neil Cooper (Senior Creative Director) sealed the deal for me. They believed in my vision, our ambitions were aligned, and they were excited to have me share my experience with the wider team. I knew I could learn a lot from them, get stuck in with some incredible projects and have fun along the way.
PT After several difficult experiences (from workplace bullying to the loss of close friends), what helped you to navigate depression and get your confidence back?
AK Space and surrounding myself with good people. I had to rely on my wife, close friends, counsellors and my faith in Jesus to process it all. I wasn’t perfect at it and definitely could have done it better. But giving myself time to reflect, refresh and restore helped heal a lot of wounds. Some are still healing. Still not perfect. But after that, I focused on what I’ve always found joy in – making. And I’m a lot happier for it.
PT Would it be correct to say that your experiences have influenced your leadership style and your perspective on workplace culture?
AK I think we’re all influenced by these things. Growing up in poverty, where I lacked material possessions, which I made up for in my imagination. So I try to encourage others to make the best with what they have and to keep going. And for the times when people were unkind to me, I now know what to avoid when leading others. That’s it really at the end of the day, be kind to others and be kind to yourself.
PT Can you tell us what an average day is like for you?
AK Breakfast; oats, peanut butter and banana.
Read something interesting on the tube.
Always start with 70%+ dark hot chocolate (coffee gives me the jitters). Catch up with all my teams. On the tools.
Lunch – something moderately healthy.
Meetings. More meetings.
Travel home. Sometimes I run. Sometimes in the rain.
Bath and bedtime with the kiddos.
Dinner and tele with the Mrs.
Maybe work on a little idea.
Wash the dishes. Sleep.
PT What is your current workspace set-up?
Go and make stuff on the side that makes you happy.
PT What do you find most fulfilling about your role as a Creative Director?
AK Seeing small ideas become a big reality. Working with some great people. Waking up every morning knowing I’m living out my purpose.
PT What advice would you give to emerging designers who are grappling with early-career insecurity and facing numerous job rejections?
AK Every journey is unique, you don’t need to compare yourself with anyone else. Surround yourself with people who care about you. Don’t wait for permission, chase your ideas if you believe in them. Don’t be ashamed to pay your dues in a temp job. Go and make stuff on the side that makes you happy. Fail spectacularly. Keep a sketchbook, ideas are the Queen. Ask yourself what you can bring to the table that no one else has. Make it. Do it again. Rest. Don’t be scared to pivot. Keep going till you get it. You got it. Don’t listen to any of this if it’s not for you. It’s your journey.
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