sCRATCH TO REVEAL!
THE RESULTS OF OUR UK STUDIO RANKINGS 2016
ISSUE 259 November 2016 £6 • US$16.99 printed in the UK
ACHIEVE FREELANCE SUCCESS
Five challenges that all creative freelancers face, and how to overcome them
THE UK’s TOP 30 design Studios Discover the best agencies in the country this year, as voted by their peers
MASTER the GRID
Our exclusive ISTD typography skills series concludes with a guide to grids
C O V E R A RTI S T
Making the cover For the last two years, Computer Arts has celebrated its peer-voted UK Studio Rankings with a specially designed cover, and 2016 is no exception. This issue saw our finishing partner Celloglas offer up an extra-special scratch off latex varnish, which reveals the top 30 studios when removed. The eye-catching cover was designed by Sawdust, a London-based agency that also features in the top 30 studio rankings list. “It was a very tricky brief. Getting all the elements to sit harmoniously was complicated, but we think we’ve cracked it,” says Sawdust’s Rob Gonzalez, adding that the Sawdust team are “a little bit in love” with the finished result. Watch the scratch-off varnish being applied at Celloglas in our making-of video – plus several of our other special covers being finished – at www.bit.ly/ca-printfinishes
sawdust Sawdust is the creative partnership of Rob Gonzalez and Jonathan Quainton. The agency has worked with clients such as Coca-Cola, Nike, Honda and Esquire, and its specialisms include bespoke and innovative typography, and brand display typefaces. www.madebysawdust.co.uk
2014 RANKINGS Kyle Wilkinson designed this photochromic cover for the first UK Studio Rankings, which revealed the winners when placed in sunlight.
2015 RANKINGS Spanish studio Vasava’s cover was splashed with heat-sensitive ink. The quickest way to see the 30 winning studios was to place the cover on a radiator. c o mputera rts.creati vebloq.com -3-
2016 RANKINGS Grab your spare pennies, as this year’s winners appear when you scratch this cover designed by Sawdust. The agency came 11th in the rankings.
W EL C OM E
Peer reputation is a tricky thing to quantify, but one thing’s for sure – the top 30 in CA’s third-annual UK Studio Rankings are doing something right. Other such lists judge the calibre of agencies based on factors such as awards won, ignoring talented outfits that don’t enter them, as well as all manner of other factors that make a studio an inspiration to the rest of the industry. As well as some dramatic risers and fallers, it’s rather encouraging to see a fresh bunch of new entries this year, including small, recently-established outfits that are clearly already punching above their weight. Topping 2016’s list is North, also a double trophy winner at our Brand Impact Awards this year – and to tie the two together, partner Stephen Gilmore shares his insights into the branding process in this issue’s Insight section. Unsurprisingly, the uncertainty following the Brexit vote comes through in many of our studios’ responses, and it remains to be seen how the effects will pan out in the longer-term for the design industry here. Over and above our main rankings, we also asked our panel to pick out studios making waves outside of the capital that deserved a special mention, and the strength and diversity of this list should bode well for the future. Our ISTD typography skills series concludes this issue, with a guide to grids. Next month, ISTD passes the baton to D&AD New Blood as we kick off a brand-new series dedicated to career skills for young designers. We also delve into four amazing pieces of self-promo you wish you’d thought of first, and reveal how to master the necessary evil of project management. See you then! nick carson Editor email@example.com
Ben is a freelance illustrator, who also lectures on illustration at conferences and universities across Europe. On page 26, he argues that sometimes taking ‘wrong directions’ on your career path can contribute more than you think. www.bennewman.co.uk
gavin ambrose Gavin is a member of the ISTD and a senior lecturer on the BA Graphic Design program at the University of Brighton. On page 90, he explores how grids can enhance your designs, and why breaking the rules is sometimes for the best. www.studio245.co.uk
stephen gilmore As partner at North, the top agency in this year’s UK Studio Rankings, Stephen was behind the Brand Impact Awardwinning Co-op rebrand. His essay on page 20 discusses why a brand’s heritage is often as important as its future. www.northdesign.co.uk
dan capstick Dan’s projects range from experiential film content to television channel ident direction. On page 76, he reveals how he created a range of broadcast and digital graphics to showcase the English Premier League’s new identity. www.dixonbaxi.com
Keep in touch with…
c o mputera rts.creati vebloq.com -4-
Nicos is a freelance animation director whose portfolio includes a YouTubethemed music video for comedian Adam Buxton. On page 86, he talks us through how he created a 20-second advert celebrating Juicy Chews. www.nicoslivesey.com
meet t h e t e am
Meet the team Nick Carson
Nick Carson Editor firstname.lastname@example.org Jo Gulliver Art editor email@example.com Rosie Hilder Operations editor firstname.lastname@example.org Peter Gray Video producer email@example.com
Sasha Mcgregor Ad manager firstname.lastname@example.org
Production & DISTRIBUTION
Vivienne Calvert Production controller Mark Constance Production manager
Craig Stewart Editor email@example.com
Charlotte Lloyd-Williams Campaign manager firstname.lastname@example.org
Gavin Ambrose, Sara Barnes, Jessica Bateman, Tom Dennis, Ian Evenden, FranklinTill, Stephen Gilmore, Ben Newman, Freddie Öst, Louise Pomeroy, Julia Sagar, Laura Snoad, Ash Thorp, Kai Wood
Future Publishing Ltd, Quay House, The Ambury, Bath,BA1 1UA +44 (0) 1225 442 244 email@example.com computerarts.creativebloq.com
Art editor Jo didn’t drink for three whole weeks this month. And then the BIAs happened. She also went to OFFF By Night in Antwerp with Nick, where she survived on a strict diet of bread and beer.
Juliette Winyard Trade marketing manager: 07551 150 984
Dom Carter Staff writer firstname.lastname@example.org
Printing: William Gibbons & Sons Ltd Finishing partner: Celloglas Distribution: Seymour Distribution, 2 East Poultry Avenue, London EC1A 9PT. Tel: 0207 429 4000 Overseas distribution: Seymour International
Dan Oliver Global editor-in-chief email@example.com
Kerrie Hughes Content manager firstname.lastname@example.org
After Nick’s first year presenting the Brand Impact Awards (BIAs), he consumed a lot of Chinese food and then almost immediately jetted off to Croatia – staying in seven Airbnbs over eight days.
Chris Mitchell email@example.com Matt Bailey firstname.lastname@example.org George Lucas email@example.com Account directors
rosie hilder operations editor
UK readers: 0844 848 2852 Overseas readers: +44 (0)1604 251045 Online enquiries: www.myfavouritemagazines.co.uk firstname.lastname@example.org
Just for the record, it definitely wasn’t Rosie’s idea to order £150 of Chinese food at 2.30am after the BIAs. In other news, Rosie made a clay milk jug at a hen do (not a euphemism) and went to a wedding in a barn.
Matt Ellis Head of International Licensing email@example.com Tel: +44 (0)1225 442244 Fax: +44 (0)1225 732275
Joe McEvoy Managing director, Magazines Matt Pierce Head of content & marketing, Photography, Creative & Design and Games Rodney Dive Group art director, Photography, Creative & Design and Games Sascha Kimmel Marketing director
Contributors peter gray video producer
Next issue on sale
Pete was also present at Nick’s late-night dinner after the BIAs. His analysis is that there was way too much food, but both the company and the crispy aromatic duck pancakes were fantastic.
11 November 2016
Want to work for Future? Visit www.futurenet.com/jobs
Future is an award-winning international media group and leading digital business. We reach more than 49 million international consumers a month and create world-class content and advertising solutions for passionate consumers online, on tablet and smartphone, and in print.
freelance art editor This month, Kai fulfilled his uncle duties by taking his niece and nephew to see Kubo and the Two Strings, and broke out some classic drum and bass when DJing for a friend’s birthday.
Chief executive Zillah Byng-Thorne Non-executive chairman Peter Allen Chief financial officer Penny Ladkin-Brand Tel +44 (0)207 042 4000 (London) Tel +44 (0)1225 442 244 (Bath)
Future plc is a public company quotes on the London Stock Exchange (symbol: FUTR). www.futureplc.com
All contents copyright © 2016 Future Publishing Limited or published under licence. All rights reserved. No part of this magazine may be reproduced, stored, transmitted or used in any way without the prior written permission of the publisher. Future Publishing Limited (company number 2008885) is registered in England and Wales. Registered office: Registered office: Quay House, The Ambury, Bath, BA1 1UA. All information contained in this publication is for information only and is, as far as we are aware, correct at the time of going to press. Future cannot accept any responsibility for errors or inaccuracies in such information. You are advised to contact manufacturers and retailers directly with regard to the price and other details of products or services referred to in this publication. Apps and websites mentioned in this publication are not under our control. We are not responsible for their contents or any changes or updates to them. If you submit unsolicited material to us, you automatically grant Future a licence to publish your submission in whole or in part in all editions of the magazine, including licensed editions worldwide and in any physical or digital format throughout the world. Any material you submit is sent at your risk and, although every care is taken, neither Future nor its employees, agents or subcontractors shall be liable for loss or damage.
We are committed to only using magazine paper which is derived from well managed, certified forestry and chlorine-free manufacture. Future Publishing and its paper suppliers have been independently certified in accordance with the rules of the FSC (Forest Stewardship Council).
Production notes printers
SPOT-UV AND SCRATCH-OFF SILVER LATEX VARNISH BY
text and cover CMYK, plus pantone 811 FLUORO ORANGE William Gibbons
com putera rts.creati vebloq.com -6-
cover Precision Special Gloss FSC 250gsm P3–74: Ultra Mag Plus Gloss 90gsm P75–98: GraphoInvent 70gsm Trump Gothic West, Akkurat, Simplo, Kondola and Calluna
ISSUE 259 nov ember 20 16
respect brand heritage North’s Stephen Gilmore shares why the past shouldn’t be neglected
design matters Is it better to be a competitive or collaborative designer?
rebrand focus We critique the Universal Studios Hollywood rebrand from three different perspectives
taking the scenic route Ben Newman argues that taking a non-linear career path might be more useful than you think
snaskified Snask on why getting others to talk about you is key to your reputation
design icon Ash Thorp reveals his love for creating alternate worlds using CGI
Trends Food brands are going back to basics with simple packaging and nutrition labels, plus the colour blur trend
my design space The couple behind design studio The Archipelago talk about how they found their pared-back studio space
new ventures Kenzo Mayama Kramarz reveals how his past experiences propelled him to set up his own studio
events We bring you highlights from OFFF by Night in Antwerp, The Brand Impact Awards and Brighton’s Reasons to
inspiration feed NoPattern describes how he creates his Instagram feed
premier league broadcast graphics How DixonBaxi created a range of broadcast and digital graphics for Premier League
get more from gifs Sara Barnes shares highlights from Rebecca Mock’s ICON9 workshop on making animated GIFs
making the juicy chews advert How London-based animator Nicos Livesey celebrated Juicy Chews by creating a playful, 20-second advert featuring jelly and icing
c o mputera rts.creati vebloq.com -8-
c o n te n ts
51 uk studio rankings
Our peer-voted list of the top 30 UK studios is revealed, including opportunities to work with them. Plus: the best talent outside London
back to basics
42 overcome freelance obstacles
Tom Dennis speaks to a range of freelance creatives to glean how they deal with the obstacles of working freelance, while ensuring they reap the advantages
bold boards La Tortillería’s brand identity for ironing board designer and manufacturer Homally
SUBSCRIBE AND SAVE UP TO 54% Three great ways to subscribe to the world’s best design mag! PRINT • DIGITAL • OR BOTH – see page 40 for great offers Or join Computer Arts Pro – see page 73 for details
c o mputera rts.creati vebloq.com -9-
typography focus Gavin Ambrose from ISTD concludes our typography series by explaining the importance of using the grid
PLUS! Save an incredible 20% on the Adobe CC Photography Pack when you subscribe
CULTURE Trends People Events INSPIRATION T RE ND S : E m er g i n g
Each month, our Trends section is curated by experienced creative consultancy FranklinTill www.franklintill.com
Stripped-back nutrition Food brands are going back to basics with simple packaging and nutrition labels versaturation of information in our daily lives has called for a much needed change in the way we perceive product information. In recent years, we have seen an evolution in simplified product packaging being adopted by the healthcare industry. Stark black and white, serious sans serifs and graphic lines and boxes give products a truthful, scientific feel. This matter-of-fact packaging references official-style nutritional information, and high-tech food supplements opt for a super stripped-back aesthetic. By removing superfluous features, the design appears more striking, and more appealing to the modern and informed consumer. Sleek and super minimal packaging designed by OkFocus for Soylent (featured here) signals extreme minimalism, denoting its fuss-free nutritional food and drink products. White bottles and boxes feature the company’s logo, product name and calorie count as the only visible information.
This straightforward approach to design exemplifies the need for simple, efficient and seamless products in a world where consumers are used to being continuously bombarded with an excess of information, whether they like it or not. Powdered food brand Huel (short for Human Fuel) takes a similar approach to its branding. Designed in Istanbul by Salih Kucukaga Design Studio, the nutritionally complete product range communicates the simplicity of the product through its bold and pared-back graphics. Elsewhere, Studio AH-HA has designed the identity for natural healthcare laboratory Biocol Labs. The ‘postnonsense’ approach underpins every aspect of the brand to reflect its mission of a post-chemical society based on 'fewer pills, more science and more nature'. Biocol Labs strives to dissolve the complexities of daily life through everything from the packaging to the ingredients of its products, and even the navigation of its website. www.soylent.com
cu lt u r e
TREN DS : st i ll f res h
Colour Blur raduated colour landscapes in pink, blue and yellow hues serve as dreamy backgrounds for packaging and branding. Typography is simple, and often reversed out of the full colour for an ethereal, synthetic update on the gradient trend.
Anno Tropico by Forma Fantasma (www.formafantasma.com/filter/home/Anno-Tropico-1)
Studio Steven Scott by Jacob Bang (www.jacobbang.com/work/studio-steven-scott)
Instagram logo designed in-house at Instagram (www.instagram.com)
TRE N D S: M AI N STRE A M
Monochrome Mark Making lack and white hand-drawn patterns and shapes adorn a wide range of packaging, garments and homeware. The thick lines and exposed brush strokes of these marks help create a bespoke and hand-made aesthetic.
Myleene Klass for Mothercare (www.mothercare.com/clothing/my-k-by-myleene-klass)
Überliss by FormNation (www.formnation.com/work/uberliss)
Nappies by Parasol (www.parasolco.com/shop)
c o mputera rts.creati vebloq.com - 12 -