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Since moving two Berlin just two months ago, I have been struggling with the process of finding work, and trying to start up a studio. While most is resolved and figured out with action, I feel there is a lot of thinking that must go on before hand. To realize what it is you want and how you are going to do that, and how they will correspond to what you ‘actually’ get, and how you ‘actually’ get it. A good friend of mine did the same thing two years ago; picking up and starting in a new time to make something of his business. Two years down the road he is making it, but those questions of what he wants and how is he getting it, are still present. We have been discussing these things and where we are heading quite a bit together.
During a chat, he asked me who my top 5 clients would be, and as I thought about it briefly, I was completely stumped. Not one company came to mind immediately. I wasn’t sure if that was positive or negative, but promised I would think of it and would let him know.
Two days later, I sat on my balcony, and started to come up with my list and who my top 5 clients/projects would be. I was perhaps over-thinking it originally, but what was most difficult about naming the top 5, was that they weren’t clients per se, but projects. The difference being that with a project I could impose my role as a designer to that of a Creative Director. Authorship plays a big part in any project, and the able to actually manage the whole experience, from concept to product top packaging to branding to advertising. The ability to have the design and product be completely unified. Plus, I am always hoping to expand to other fields rather than just print. I whole-heartedly believe that any true designer can jump across mediums with no fault. Design is a process, a way of thinking, that can be applied to anything in life. But, enough with that, and on with the top 5 projects…
Number 1.
I would love to be Creative Director of a fashion label. Almost any fashion label that is couture, and designs clothes I would wear. Getting in on something like this from the beginning would be great, but not necessary. Most of the design I am most intrigued by is associated with fashion, and I think it would be an extremely fun project to work on the design and have some influence on runway shows and maybe the odd piece of clothing.
Number 2.
A magazine. I would love to be the main editor of a magazine that is not driven by commercial means, or not completely concerned about how accessible it is to every consumer. Freedom in content and design, and the ability to focus on things that I think are important or relevant to culture, lifestyle and society. Monocle and Tyler Brulé definitely have a large impact on this project.
Number 3.
This is the only one that two brands came to mind. I would love to head up the design department of the skate companies Cliché or Blueprint. They are of a few skateboard brands that take a serious effort in the design of their products. Having a part in the skateboard scene for the better part of my life, I still watch videos non-stop even though I do not get on my board as often. These two companies would be extremely fun to work for. Helping with editing to board graphics and clothing, I imagine nothing but fun at these places.
Number 4.
I would love to brand the city of Berlin. Not necessarily Berlin, but any interesting city. I would love to create a unified system throughout a complete city. A project like this would cross-over into so many fields and products and would be (what I consider) a designers dream come true. The logo to street signs to metro to typefaces. The project is endless, and extremely interesting.
Number 5.
Final one; to start a Typefoundry. Type is one of designs most influential gifts and one that so few seem to get right. I would love to be paid to purely design fonts all day. It is an area of design that I do not get to work in enough, and would love to have the time to develop complete and beautiful typefaces. Hoefler & Frere-Jones - just like that.