Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life.
Marc Català co-founded design agency Mucho with Pablo Juncadella back in 2002. It now has offices in Barcelona, San Francisco and Melbourne, and prides itself on employing people from all around the world. Mucho's work ranges from global strategy and visual language work for the likes of Aeroméxico, fun typographical solutions for Piedmont Art Walk and brand identity work for household name Visa.We're basically a group of friends with graphic design backgrounds coming together.
And because this meaning thing was really important, we've added this idea of strategy, which is really key as a layer to design. The gap is closing, but some time ago, there were studios that were more strategy led, and really good design studios. But in terms of the bridge in the middle, there wasn't that much. It's not just us, of course, there’s a whole generation of studios doing that. I think it’s working well but we still need to improve.
We realised that there were things also in the brand that needed to change and be upgraded. Some of the things we could do, some we couldn't. For example, we couldn’t change the logo, we did have some recommendations on that. But also for this project there's a whole political process that needs to take place… and then on top of that, there's also the cost of implementation in this kind of company.
We’ve been talking to a friend who’s a cognitive scientist about how it’s much easier to predict words or language than to predict pixels. So with images, it gets very weird. It's super weird, because it’s predicting the next pixel… With language, if I say, I'm really thirsty, ‘I want to grab ___ ‘ It can fill in the blank: drink, beer, wine. With pixels, it's like, ‘here's green.
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