1. How would you introduce Perq Studio and describe your aesthetics?
Perq Studio is an integrated creative agency. A client once said we’re the best of both worlds. A creative powerhouse with boutique service. We don’t have a fixed aesthetic. We believe that variety breeds creativity, so we’re sector agnostic, designing for all types of clients across all industries.
2. What is Perq Studio’s most famous project to date?
Making the iconic publisher Condé Nast Instagram-ready for digital-first audiences. Inspired by the brand’s iconic accent, we designed bold geometric patterns to create a monochrome visual signature for the brand. This allowed us to bring distinct content together under three streams:
1. #iamcondenast to spotlight employees and position the brand as an aspirational employer
2. #insidecondenast to bring new eyes to the page through behind-the-scenes content
3. #followfriday to showcase the global reach of the brand’s signature publications.
We’ve seen a 25% in followers in the first two months from launch.
3. Which project is the team’s favourite?
We’ve been working with Mars Inc. over the last nine months supporting the communications for their User Centricity movement. This initiative is focused on supporting Mars’ global digital transformation by empowering Associates to put the user at the heart of everything they do and use Design Thinking to solve their challenges.
We love the variety the project has brought for us. We started by bringing the identity to life across digital collateral with animations and emails and have now grown our remit to include content marketing and printed collateral such as guidebooks, posters, tote bags and even pin badges. The response from Mars Associates globally has been epic.
4. What are your thoughts on visual trends in general? Should designers follow them?
It’s important to keep on top of what’s current and what people are exposed to, but visual trends should never dictate the aesthetic of a project. Ultimately it’s about understanding who the audience is and what will resonate with them. It’s important to keep things fresh and take inspiration from lots of different areas, but we tend to focus on the customer mindset to inform our design aesthetic. We then look at trends to make sure our creative will feel relevant, but sufficiently differentiated. It’s great to know what’s coming but also add your own take or twist on this trend too, that’s how we keep evolving creatively and how we can keep our work exciting and fresh. That’s how the never been seen before is created!
5. What ideas, styles, or visual trends in regards to social media do you think will be popular in 2020?
Three key trends we are seeing on social media are:
1. – we expect to see the current activist political and environmental mood spill over into creativity with a bold aesthetic, including clashing colours, diverse materials, handwritten typefaces and creative that breaks conventional rules.
2. – we expect the movement to keep growing and to influence all aspects of visual communications. From heartfelt slogans, to diverse models, this is a visual trend that embraces everyone.
3. – hot off the heels of the minimal movement, JOMO is all about celebrating the joy of missing out. Think minimalism with a bright gen-z colour palette and clean approach to typography and photography.
6. If you could single out a trend in visual communication that will be the next big thing, what would you call it and how would you describe it?
For us it’s all about JOMO. People are burned out by their always-on lifestyles, to the point that even social lives have begun to feel exhausting. Mental Health awareness is on everyone’s lips these days and we think brands have a big role to play in ensuring their communications make us feel good rather than overwhelmed. We expect communications to feel personal and direct, with real honesty and authenticity to messaging. While minimal was stripped back, this is more about nothing unnecessary but still embracing joy through bright colours and bold typefaces. As we will see people retreat to their homes as havens and embrace the joy of mindfulness and being present in the here and now we expect retailers to respond by creating environments for discovery-led browsing, sensorial havens designed to give us peace and make us slow down and spend time in-store.
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