digitalica
Jason Holland -
He entered the world of digital design employment in 1995 and by 1997 (which brought me to London, UK) was forming his own agency with Felix Velarde.
1. What is your background in art? what you do now, where you live etc?
Always drawing as a kid, any kind of art was only a pastime until I turned to Graphic Design in the early 90's and studied this for 6 years in both Nottingham and Newcastle. It was almost by accident I turned my hand to digital design, and ended up producing the UK's first interactive CD ROM of all my fellow design graduate portfolios, which also appeared on the cover mounted disc with Creative Review Magazine.
I entered the world of digital design employment in 1995 and by 1997 (which brought me to London, UK) was forming my own agency with Felix Velarde. Underwired Amaze is our second agency and I am still the Creative Director (with an Art Director role included) with responsibility for not just design work, but also technical implementation (front end) and usability.
I entered the world of digital design employment in 1995 and by 1997 (which brought me to London, UK) was forming my own agency with Felix Velarde. Underwired Amaze is our second agency and I am still the Creative Director (with an Art Director role included) with responsibility for not just design work, but also technical implementation (front end) and usability.
2. Did you always want to become an art director, designer?
I always wanted to create and be creative. I think a passion for gadgets and computers brought me into digital design as I could do both things at the same time.
3. So be creative... be unique... what does it mean for you?
It all about not doing the obvious or what has gone before. Just because a solution has been used by everyone, doesn't mean it's the best solution. I believe though that a true skill is being creative within the commercial environment and getting your client to share the passion for something new - even risky.
4. How do you position yourself as a designer? Describe your 'style', like a good friend of yours would describe it.
I am all about the detail. God (or the devil) is in the detail and it is what can turn a great design solution into a great one. Everything from a very subtle animation on a button, to how Apple design their products is all about the number of small elements that are both creative and re-thought for the end user. I'm also known for being able to spot something out of alignments by a pixel from across the room ;D
5. Which of your works has given you the most satisfaction?
It is usually the project that has allowed a risky solution and produced amazing results. Even when it is just an email design, but it jumps out as a design that grabs your attention and makes you read it, click and interact with a brand. The likes of McCain has this quality, and even better when the products are in competition (inside your in box) with messages that most would consider much more interesting!
6. Sometimes it’s difficult to get started on a project, and brainstorm design ideas. How do you get inspired and stay motivated?
I make sure I get creative input from as many sources as possible and from a very wide selection of media. For example, web sites are an obvious place to see great new work, but also looking at books and historic design. I'm loving retro at the moment :)
7. What’s the best advice someone has given you?
Don't worry about it.
8. Design theory and trends are constantly shifting and evolving. What do you think we’ll see more of in 2012?
A return to simplicity and making sure digital experiences work across all methods of viewing them, e.g. Computer, iPad, Mobile phone, TV, etc.
9. So what are you afraid of regarding the future?
I hope that 'digital' continues to become mainstream and not return to being a bolt-on. Gone are the days where offline design should dictate online solutions, and we shouldn't go back to that way of thinking.
10. When you are not designing or otherwise behind the computer, what do you enjoy doing to step away for a while?
I have two daughters ages 1 and 3, and they take up a lot of my time - and I enjoy every moment seeing how they grow - and yes, my eldest girl has an iPod touch packed with movies and games. When I get time to my self I love to take my Alfa Romeo for a drive on the twisty B-Roads (or even a track now and then) or sat at home playing on my Xbox.
Interviewed by aneta(at)anetadesign.com
05.03.2012 The Garden Festival 4-11 July 2012
For those already thinking of their summer plans, one destination and event in particular is right up there – The Garden Festival in Croatia. more »
18.12.2011 Deski Dance
One of the biggest snow & music festival from Poland! We highly support DeskiDance! more »
05.03.2012 British Design 1948-2012
British Design 1948-2012: Innovation in the Modern Age, celebrates the best of British post-war art and design from the 1948 ‘Austerity Games' to the summer of 2012. more »
Follow us on:
Copyright Digitalica Team 2011. Digitalica is proudly powered by Work Temple CMS. RSS
A part of 