Discover the interview with Simon Pendry :
How did you become a designer?
When I was young I always loved drawing and art, but also designing and making things in woodwork and metalwork class. I had no idea graphic design was even a job until a teacher looked at my signature one day and said “If that’s not a graphic designer’s signature, I don’t know what is!”…she encouraged me to explore graphic design, and its mixture of creativity and problem solving just seemed like perfect fit for me.
I ended up at UCLAN in Preston on their highly rated graphic design degree course, and that’s when graphic design became an addiction. The tutors’ absolute focus on ‘ideas, ideas, ideas’ just gave me a buzz… chasing that ‘lightbulb moment’!
How would you define your design vision, your style?
I personally don’t believe designers should have a ‘style’ so to speak, in my opinion great designers are chameleons that can flex through an infinite amount of different styles that are appropriate to the design brief you are working on… otherwise you are a bit of a one-trick pony, and everything you work on looks the same!
I guess that’s because my vision of design is I always try to create and evolve brands that are unique, ownable, and have a real point of difference on the fixture. Of course it goes without saying that the design’s aim is to be strategic and effective for the client, give great standout, have clarity of messaging, and have seamless navigation of their range… but the ‘idea’ is the spark of magic that generates love for a brand.
For the future, what are your professional projects?
I started my own agency ‘Simon Pendry Creative’ two years ago specialising in packaging design, which has been fantastic and terrifying in equal measure! We are a hungry young agency, but have already had the privilege to work on some fantastic projects and work with some wonderful people… making real tangible difference to brands and to the people that manage them keeps us motivated on a daily basis. Such fun!
What do you like the most in your job ?
Design can sometimes be a solitary business, but working with other amazing creatives is such a fantastic experience… collaboration and the sharing of ideas can lead anywhere. It’s also the fear of the white page, the looming deadline, and the pursuit of the perfect idea that drives me… that hasn’t changed since University. I can’t actually imagine doing any other job.
You can find out more on Instagram : Simon Pendry