The 十大网博靠谱平台的数字 community is fortunate enough to have an abundance of experts in many fields that range from software development, ai, 工程, 市场营销等.
除了我们的Tech Bites系列, we want to learn more about some key community members willing to give their time to others and help share their expertise.
First up is David O'Hearns, Creative Director and Owner of the branding agency Dawn Creative.
You can recap our latest Tech Bites with Dawn Creative 在这里.
在这次采访中, 我们将介绍大卫的角色, 品牌的演变, emerging technologies and who he looks up to in the industry.
让我们从头开始. What got you into the world of branding?
I was naturally good at art in school which took me down the path of studying Graphic Design. I always liked creating visual identities in the early years which led me to study branding in more detail so I could truly understand the power of a brand and develop the best methods for creating great results.
How different was branding back then from how it is now?
The idea is essentially the same but the world has changed massively. We originally created a brand for printed media and fixed sizes, favouring Pantone and CMYK colours but the comms world has exploded over the years and your brand has to work a lot harder, be more flexible and think digital first.
The world is moving at such a rapid pace that brands need to be constantly putting out content, 或者他们被抛在后面. We work with marketing teams and act as a brand manager, developing concepts and creating communications such as a constant flow of social posts, 可下载内容, 登陆页等, 从他们的盘子里拿出来. And they won’t have to worry that anything is ever off-brand.
What excites you the most about your work?
我们喜欢创造强大的概念. Most designers should be able to make things look good, that should be a given. But for us, it's the story behind the work that really gets us going. 我们如何以及为什么要创建这个品牌? How do we need to present this brand to the world? How do we make sure it's right for the target audience? How do we create something that will be right now and for years to come? irt在数字领域是如何工作的.
What technologies can we look forward to in your profession?
DALL-E 2, and other AI based design software. This particular one can take a written cue, like “superhero dancing on the moon” and generate a design based on that cue, by using and referencing millions of pictures across the internet. Graphic designers are starting to ask whether AI will take over human designers, 但我真的不这么认为. 反正还没有.
I think humans have the ability to think conceptually to create something with a point of difference, 而人工智能缺乏这方面的能力.
I often say to our designers that we can’t be reliant on searching the web for inspiration. We have to think outside of the box - find inspiration for creative concepts in new places, 不是所有人都在看的地方. AI will be following some kind of pattern, and looking at similar photos and imagery as other brands online. 人类有打开一本书的能力, 去外面, 受到戏剧的启发, 油漆, 粘土, 还有其他的, 这是人工智能所没有的.
谁是你的品牌英雄?
Anyone at any time could be influential. Just because an agency is big or has been around for a long time does not always mean they produce the best work. I’ve seen a lot of great brands created by small agencies. At the end of the day it’s about the people at the agency and the ideas that are created, 不是有多少人坐在座位上.
让其他人效仿, I’d always say to look beyond your immediate surroundings, 在你自己的文化之外. 黑人历史月, we took it upon ourselves to learn about Black creators who have inspired the design world, and Gail Anderson was an interesting one. She, like myself, seems to be inspired by everything around her, especially analog mediums. Here is an example of Gail taking typography inspiration from the streets of New York: http://www.behance.net/gallery/64996401/NYC-Type
Want to hear more from David about branding in the digital world? Check out our latest Tech Bites with Dawn Creative below.
