10-18 Vestry Street
London, N1 7RW
info@de-construct.com
tel: 020 7684 8444
During a recent trip to London myself and another pre-graduate arranged a meeting and portfolio critique with the company De-construct. De-construct is a digital creative agency, that combine effective thinking and award winning creativity. They offer creative and media solutions and aim to build long term relationships with clients. They offer a range of services, including:
– website design and technical development
– branded content creation
– digital marketing strategy
– online brand development
– interactive installations
– wireless marketing
– email marketing
– audience research and usability
– search engine optimisation and data tracking
Our portfolio critique was with Leigh Hibell a designer at de construct. Leigh introduced him self explaining his 3 year history with deconstruct, mentioning that he first had a work experience/placement there, later resulting in him being offered a full time job. He explained how the company mainly produces interactive design such as websites etc. The meeting was very much an informal conversation in which we discussed the industry and his views and opinions on various areas.
After introducing himself he talked us through a recent brief for Adidas. He explained how they created the website and problems they encountered. One problem was that the site had to function in 10+ languages which he said made an impact on the design as the interface changed dramatical when a large written language was selected. He explained buttons and vital text/information became larger effecting the interface design. He then explained that they solved this problem by creating areas of the website which would expand and increase to accommodate each language which didn't effect the design. At this time I asked “did you have to pitch this idea to adidas?” he answered, “No, we’ve done a lot of work for adidas and they’re an ongoing client. We actually have someone here that is in constant contact with adidas and manages our work for them”.
Look at site HEREHe then answered a question on the creative process and pitching. He explained that when a brief is given out each person goes away and develops an idea or answer to the brief. Then everyone comes together and discusses there idea until answer is developed. He then explain that one of the creative directors or other members of staff will pitch the idea. He also discussed the number of people working on briefs saying that, the number of designers working on a brief depends on the size of the project.
After Leigh discussed de-constructs work he moved on to look at some of our work. I shown leigh my self directed project, in which I created a music video for the streets. After watching the piece leigh stated how he doesn't work within moving image but said he liked the concept of the music video n how I have synced image with sound. He did suggest that I try n produce another shorter version so it can be viewed in a shorter time. He also suggested that the use of a different music track with various tempos might create a different feeling and would be interesting to see. Overall the visit to de-construct gave me more of an insight into how some design agencies work and handle briefs and clients. Leigh gave me helpful and constructive criticism in regards to my own work, which I will use.
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