As savvy pioneers of branding, we design for the digital future. Our integrated approach ensures our client’s visual presence evokes a precise response through strategic, on-target design.
70kft Integrated Marketing Agency’s creative team maintains a futuristic outlook that continues to bring award-winning ideation and expertise to clients. As a truly integrated agency, we understand the value a fresh eye brings to perspective, and thrive on attracting the best talent. And we want to share design and artistic insights from our millennial viewpoint with you.
So, we decided to sip some black tea with intern-turned Junior Designer Becky Lin to garner her artistic thoughts, inspirations and motivations.
1. Do you remember the moment you discovered you were meant to become a graphic designer?
Yes, I was around eight years old. I would find myself putting fabric swatches together with different colors, matching them up and rearranging them in different ways.
2. What do you do on a continual basis to develop your design skills?
I am constantly pulling inspiration from many different articles and blogs, but do not limit myself. I look at everything. I mean everything from artistic icons to packaging, even illustrations and stationery.
I draw everyday, everything except actual stick figures because I don’t know how to draw those! I take concepts from artists I admire and incorporate these elements into my work. I love the idea of “forced connections,” taking two totally opposite concepts, combining it into one image, and then make a meaning out of it (Seen by Jason Munn and Noma Bar).
3. What is your personal or unique design style?
My personal style is mostly solid color, fret design, attention to line work with small details. At our agency, hyper-focusing on the details is what makes our designs stand out. Around here, my line work has meaning and influences patterns and shapes that we create for our clients.
4. Explain why infographics are so important from a design perspective.
Infographics are important because they’ve changed the way brands communicate, making it easier for the audience to understand quickly and efficiently.
5. What design projects are currently fueling your creativity?
I would say, The Wartime Escape: Margaret & H.A. Rey's Journey from France postcard 70kft worked on for the Dallas Holocaust Museum, Center for Education and Tolerance.
Since children were among the project’s target audiences, I was able to freely dive into my imagination. The original Curious George artwork and Universal copyrights on this project served as boundaries and restrictions within which to create.
Creative Director Stefan Reddick mentored and challenged me during this project. The challenge was to carefully create the image consistent to the original design, but at the same time different enough to meet the creative parameters.
Needless to say, I felt inspired and took on the challenge. And sometimes you just have to physically pick up your pencil and just do it!
6. How important of a role does photography play in graphic and web design?
Different angles, perspective and feelings inspire typography style at the same time.
Contrast and color are all inspired by photography. Movement in a photo specifically inspires typography.
7. What about 70kft Integrated Marketing Agency has inspired your designs?
The critiques I receive from experts within our integrated agency’s different disciplines give me greater insights, which shape my designs. I am constantly receiving constructive feedback that inspires me to make my art my own.
8. What is your methodology behind the process for print and Web design?
For me, the concept really starts with drawing a picture!
The creative brief defines the client’s/brand’s purpose, leading me to find my inspirations. Next, I create mood boards and begin sketching. It’s good practice to pick the one that you think is the most interesting (shouldn’t take long because it beginning stage), then I take my drawing to the computer. After the initial phase, tighter designs will follow.
At 70kft it is not only best practice, but also essential that designs work on every device. Building responsive and interactive designs to fit multiple devices gives users a better experience and builds our client’s brand credibility.
9. Why are mood boards so important to you?
All visual cues are represented on a mood board. This is an efficient way to present your vision for both print and Web design. A mood board includes things such as typography, color, photography style and illustration style.
As a designer we visualize everything in our heads first and these ideas can easily misinterpreted by both our team and clients. At 70kft it’s best practice to ensure everyone is on the same page.
As example, a mood board may be used when designing a logo for a brand. It’s purpose it to ensure the brand’s logo represents the company accurately and tells the brand’s full story.
I’ve also learned the value of showing logos in black and white versions first. When showing color versions primarily, brands may kill the idea, especially when designing without a mood board.
10. Where do you see Web design going in the future?
I feel websites will soon be made up of huge images with only few words. Website design is already more interactive with users. In the future, I see designs in motion, in particular designs with specific movements that will take the user on a journey.