Discover the interview of George Hartley from B&B studio in London, UK.
How did you become designer ?
I always knew that I wanted to work as a creative. I got interested in design on a post A Level first year foundation course and went on to study graphic design at Falmouth University in Cornwall. Falmouth is a brilliant art college that prides itself as a specialist university for the creative industries. I found work placements during my final year of studying and moved to London the year I graduated. I took a job at Lewis Moberly where I worked for 3 years. This initial experience then paved the way to me joining B&B studio in 2009. This was actually the year that we were founded as an agency, so I have grown and developed with B&B studio over the last 10 years in the role of designer and now design director. It has been a great journey so far and fascinating to see how the design and brand landscape has changed.
How would you define your vision of design, your style ?
The design I strive to create is all rooted in ideas. I believe that the best kind of design outcome makes you ’smile in the mind’. This has always been my favourite way of creating an emotional connection between a brand its audience. Brand design comes to life in so many ways now, and across so many consumer touch-points. The overarching strategic idea has to remain throughout these diverse and multifaceted brand worlds.
For the future, what are your professional projects ?
As a designer, I do feel a responsibility when it comes to the brands I work with. I am lucky that at B&B we focus on working with brands that offer consumers a better way, brands that champion consumerism within the boundary of our planet’s reserves. As designers we need to help brands show that new, sustainable ways of consuming can also be desirable. I am currently working on some exciting projects with super brave clients who want to use design to challenge convention within their category.
What do you like the most in your job ?
At B&B we work with a lot of founder-led brands and also work on a lot of new brand creation. Creating brands from scratch is one of the most challenging things you can do as a designer, and one of the most rewarding. New brand creation involves gaining a deep knowledge of the brands’ overarching strategic vision. It also requires an understanding of how changing cultural shifts will affect consumer behaviour. I like that I always have to be thinking about how culture is changing around us.