I believe working with a designer is a privilege . I was introduced to the talented Nubby Twiglet via Luke Copping. Once I saw her work…it was love at first site. I have worked with many designers and she tops up there with my favorites. Below are some insights about working with a designer and into the mind of Nubby.
What would you say your style is? Why should I client hire you for their brand development?
Modern and timeless. My goal is to create clean, unfussy designs that won't look dated. First and foremost, I strive to elevate a brand without overpowering it. Especially when it comes to photographers, I never want the branding to distract from what matters most — their work.
I've had a lot of success working with creatives because I have a few years of hands-on agency experience that's allowed me to work with top brands and to learn what works, from formulating the initial idea to developing a presentation to the execution of the design. Real world experience goes a long way.
Who was your first photography client? What did you learn about working with artists and doing their brand development?
I'd worked with a handful of photography clients early on but the one that really stuck with me most was Luke Copping. His work had a great edge and sense of humor while still remaining sleek and professional. Together, we were able to develop branding that reflected that. We're still working together and just wrapped our most ambitious project to date, a 50+ page photo portfolio in a magazine format.
I've learned that each artist is unique, as are their branding needs. I want to respect their vision and creativity as much as possible, developing an outcome that is uniquely representative of them.
What is the hardest part of your job when working with a client?
The first round of work is always tricky. Because really, it can go ether way depending on my interpretation of their needs. Often, I've nailed their branding concept in that very first round but in other instances, it takes a few rounds to really deliver the essence of what they're seeking. There's no clear formula — as a designer, you do your very best and then hope for the best!
What is the one thing you want a client to understand about BRAND development?
It's definitely worth putting in the time and effort to distinguish your brand from the competition. Great work paired with great branding is unstoppable.
What have been design moments that you have created are you most proud about?
1. Promos for Luke Copping. They're always engaging, simple and effective.
2. The identity for Aroha Silhouettes that was later transformed into a branding element for each piece of their line of jewelry.
3. The website for David McNeil Photography. I loved that he didn't want it to have the traditional wedding look.
4. The branding for Kristin Cofer's Develop An Image campaign. It complemented her images and tied in perfectly with her branding that we'd previously developed.
What are 5 things (you consider) to make up a strong packaging for a brand?
1. Authenticity. 2. Legibility. 3. A clear message. 4. Personality. 5. Unique imagery.
What do you think is IN and what do you think is OUT?
Personality is always in. Truly great brands are backed by unique personalities. Great branding will get you noticed but beyond that, people want to make a personal connection and to know more about who's behind the image. As for what's out, I'd say overdone, loud branding. As a photographer, your images are worth a thousand words and speak volumes about your attention to detail. Accompanying branding should elevate your work, not distract from it. Keep it clean and professional and your confidence will shine through.
To check out more work from Nubby visit: http://nubbytwiglet.com/
To check out some of my other favorite designers - go to my website.
Fantastic interview - Nubby's insights have been invaluable to me over the years, not just in terms of her design skills, but just her thought on creativity in general that she often shares on her blog.
Posted by: Luke Copping | January 23, 2012 at 11:21 AM