![Creative image](/_next/image?url=https%3A%2F%2Flaetro-production.s3.amazonaws.com%2Fstore%2Fee0bee1f92c6d22ed91368bf4a3f0cd0.webp&w=3840&q=75)
Greg Smith
Art Director
Graphic Designer
Creative Director
Working with intangibles is fascinating to me. To art direct is to bring a concept or idea to life that was not there before.
Great question. I am currently studying Flexible Visual Systems by Martin Lorenz. To be completely honest flexibility is challenge when working with the traditional logo brand. You have to create and design the system with flexibility in mind. What I'm learning is flexibility means adaption to any scenario. For that to work you have deconstruct a brand and reconstruct with flexibility in mind.
Its a pillar of the project for sure. It defines who we are talking to, and because of that it will influence the Identity heavily.
Have to establish a relationship, not necessarily friends but that of trust, guidance and open mind to accept feedback.
Learning something every day! In this career you become an expert of random topics per project.
Research and learning about the topics is king. Inspiration is 99% perspiration.
I can speak for myself and asure you I try to leave no person behind in the process.
I was always amazed on how certain systems worked. Wayfinding in particular. Having immigrant parents who knew little to no english and see them navigate a city like NYC. I late found out that Graphic Design actually had to do with that.
My wedding invitation. Ha!