Zaid Murtaza

INTERNSHIP REPORT 2016-2017

Small talk I am Zaid Murtaza, but you probably know that if you’re reading this. But what is ‘this’ you ask? Well let me tell you.

I’ve worked at Lemz (now Havas Lemz) for half a year now as an Media design intern from Mediacollege Amsterdam.

A lot happened in this half year and I was asked by school to write down the important things I’ve learned and made.

To tell you the truth, this medium wasn’t my first choice.

I originally wanted to make an animation, but that turned out to take too much time, so I switched to making a website. But it was too late for that now....sooo the old school way of writing a report. Well old school isn’t that bad either.

I hope you’ll enjoy reading this hectic internship report. ps. If you notice that there isn’t a lot of work in here, then I have to tell you that you’re right. A lot of work that I made is still in concept form so I couldn’t show it.

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Why Lemz?

What I want

I study graphic design and I learned that I really like thinking of con-

What I want is to be able to quickly visualize a concept that has been

cepts and working on projects which (could) have impact on the

explained to me. I think that I could achieve this with goal with practi-

world. So when school announced that we where going to have two

ce. But by knowing short keys and by having knowledge over the

internships of six months in one year, I knew that I wanted to make

tools in my programs I could reduce the time I need by working

full use of that opportunity and surround my self in an environment

efficiently.

with creative people like that.

What I want is to take criticism objectively instead of personally. If I Now the teacher that was going to guide me with the internship pro-

can do this then I would be able to work more flexible and let others

gress told me to have a look at Lemz after I told my interests. And I

know when something can or can’t be done.

found out that Lemz was a very socially engaged advertisement agency. Lemz has worked on great projects and still works with great

What I want is to learn how to work on servers, I’m a very unorga-

clients. This was what I wanted so that’s why I chose Lemz.

nized type of person and would like to work on that problem.

I went for an interview and got the ‘job’. They did tell me that they couldn’t promise my involvement with the process of thinking a concept. But they could teach me the role of a graphic designer

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Lemz mentality Today is a great day to improve brands and business. Today is a great day to improve the world. Today is a great day at Havas Lemz.

At Havas Lemz we believe in using creativity for a better world. By building brands and businesses. Making the world better by improving business is not an easy job. But we love it. We are dedicated to make a difference, each and every day. And we need you to really

WE’RE HAVAS LEMZ AND WE HELP BRANDS MAKE SENSE

make it work. We need dedicated brands and dedicated friends. Who are willing to fundamentally change ideas, organizations and procedures. (Did we mention it’s not an easy job?)

Making the world a better place through creativity means thinking and acting differently. It means finding new answers to existing problems. And new solutions for new problems.

Havas Lemz believes in meaningful brands and meaningful connections. In moving people by making sense. And making the world better makes sense to almost everyone.

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Studio During my internship interview I talked to the two people that together made the studio of Lemz. One had the name Jeroen Overweel I later learned that the other was Chris Dijkman. Jeroen and Chris helped me whenever I had any questions or was stuck with a design. Beside Jeroen and Chris there was also Ellen Touray. Ellen was the traffic manager of Lemz, if anyone had an assignment for Studio it would have to go through Ellen. She always made sure that I had something to do and that there wasn’t a line of people standing next to me with stuff that had to be done.

The culture at Lemz is great. Everybody is very helpful to each other and nobody is afraid to crack a joke. We try to have a Lemz today in every morning...we try. During a Lemz today every zone tells what they are up to and what they have done the day before. This way everyone is up to date and people can easily announce they need help with something if they do, something like; ‘Does anyone have a connection to get in contact with that TV show?

And most of the time someone does.

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LEMZ IS A SCHOOL OF THOUGHT. IT’S NOT UNCOMMON IN HOLLAND FOR PEOPLE TO TALK ABOUT ‘LEMZING’ OR TO DESCRIBE A PIECE OF WORK AS ‘A TYPICAL LEMZ CAMPAIGN’.

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Lemz has this system in which they work in zones, you could see each zone as a mini business. Every zone has it’s own zone manager, stra-

tegy and creative director. It didn’t take long to know that I liked this system, but it did take me some time getting to know who was in what zone.

I’ve worked on assignments for all of the zones, and got to make

a lot of different things. I’ve made work for Hallmark, Ikea, CZ, Diabetes Fonds and

Longfonds. I’m not going to show all the work I made, but only the work I think that I learned the most from.

my place

studio

zone 2

zone 4

zone 1

zone 3

zone 5

reception

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Jeroen

Cris

Ellen

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Banners The first assignment I got was for Hallmark. Janneke came to my desk with IO (Interne Opdracht) and briefed me on what to do. At first I didn’t know how to begin and sketch 1* was my first proposal. Janneke gave feedback and told me that this wasn’t really the style they where going for. So she took some time out of her schedule and helped me to get in the right direction. sketch 2* came out of that. ‘Now this looks more like it’, with this design it became easier to design the other banners.

ONCE YOU HAVE THE FIRST DESIGN, THE OTHERS FOLLOW WITH EASE.

Sketch 1*

Sketch 2

Final

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s me t ge onaken. tjes

Suiker afkick kliniek The Netherlands is unconsciously addicted to sugar, creating a tsu-

I got the chance to work on this beauty of a project,

nami of new type 2 diabetes cases: 1100 new patients per week (NL).

I didn’t even know that I had starting working on it when a colleague

To stop this growing public health crisis, Havas Lemz and the Dutch

asked me to make some sketches for some wall texts. This was the

Diabetes Foundation created the world’s first Sugar Rehab Clinic. It

first big project for me, I’ve

generated awareness among consumers, manufacturers and the

enjoyed working with multiple colleagues. I’ve worked

government.

on the project for around 3 weeks.

I designed most of the items in the clinic. It was very satisfying to see for once that what designed really got made. And on top of that, it got to be in a clinic in the Kalverstraat.

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Kamer van koophandel

My role?

The Chamber of Commerce (kvk in Dutch) wanted a new corporate

So where do I come in? The Art director and Copywriter of zone 1

identity and fitting campaign. They wanted to inform people of what

asked if wanted to help my visualizing some of the concepts they

the possibilities are with kvk. So to achieve this they asked Lemz and

came up with. Of course I said yes without needing to think about it.

a few other agencies to pitch a new corporate identity and a campaign to go with the new identity.

I made quite a few visuals but not all of them made it into the presentation. A lot of visualizing could be done with the use of the right mock-ups and images. Some took longer than the other, but by making so many visuals I got closer to my goal of getting better at translating idea to visual.

One of the visuals I made is the opening of a ‘Bugs burgers’ shop. You can see the visual being implemented in some real life scenario’s in the pictures on the right. These where used during the pitch for kvk.

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Longfonds Banners, banners, banners and more banners. Well, you guessed it. I made a lot of banner proposals for The Lung Foundation Netherlands (also known as longfonds). I made some mistakes such as working with the wrong size, naming the file incorrectly, not using the right colors‌you know the drill. The basic amateur mistakes. But the important thing is that I learned from those mistakes right!

The progress for these banners was simple, you design a proposal with the text and the design you where given. You get feedback and apply it to the design. The only problem is that there where a lot different sizes that had to be made. You kept getting feedback and changes in the copy, so the process wasn’t difficult but it just took some time.

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Time to move Begin januari 2017 Lemz became Havas Lemz. We knew that we where going to move out of the previous building but the question was when? I wanted to witness the transition since companies don’t fuse often. And I was lucky enough that we moved out in January.

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What I got

What next?

I got to do practice visualizing an Idea to something visual.

I got better at doing so and learned short-keys that help me.

I got more efficient by obtaining these skills and work a little more organized

Even tho I got a lot from Lemz, I’m still not satisfied enough with the level of skills I have right now. So in order to to grow more, I went around looking for the next place to go and learn. Since I don’t know many advertising agencies, I asked my supervisors what they would recommend. They both said that it would be great if I could get

What I learned is to work flexible, not just follow what is written on paper, but to think more freely. I can now make multiple design proposals when I think that I have a better solution to a problem. I now take criticism as feedback instead of a insult and I let others know when I can’t get something done

an internship at N=5 Even tho I got a lot from Lemz, I’m still not satisfied enough with the level of skills I have right now. So in order to to grow more, I went around looking for the next place to go and learn. Since I don’t know many advertising agencies, I asked my supervisors what they would recommend. They both said that it would be great if I could get

I got experience with in de advertising industry and made connecti-

an internship at N=5. So I went for an interview, and the result is that

ons worth more than money.

I’m going to be an N=5 Intern in February. Once I’ve finished my study at Mediacollege Amsterdam I plan to study advertising at

Over all, I got more that I could ask for.

Willem de koning to become an Art director. And maybe then I can pay a visit to Havas Lemz again.

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