Ryan Moore is a creative director at Gretel based in New York City. During our conversation we talked about how Gretel handles pitches, the process of boiling down a brand and how to anticipate the evolution of brands.
Links:
Website- http://gretelny.com
IFC Case Study- http://gretelny.com/work/ifc/
Viceland- http://gretelny.com/work/viceland/
Highlights:
-Creative directing at Gretel
-The company is 11 years old
-Viceland Project
-Try to boil things down to the ethos of the brand
-Working from both sides to the middle
-Bringing in the whole team on
-Two ways of getting work: pitch vs. direct to work
-Boiling something down to a core metaphor
-IFC Case study
-Every brand evolves
-We never pitch things we don’t believe in
-Simplicity
-Editing or reducing is basically my job
-The only way to know the line is to cross it
-Managing teams
-Learning how to listen…to your client..to the studio
-Showing your work to non-designers
-Brand changes
-Teaching
-Moving graphic design
-Learning how to let go
-Dream Client: A public utility
-Favorite Animated Movie: Ratatouille
-What does your family think you do: Grandma once said: He works at the internet
-Animalator: An owl. Why? Because owls stay up late. They’re quietly observant. And they’re silent killers.