We first found Parsons via our #TDKpeepshow tag, everything they posted caught our eye. So on our #TDKafrica trip we just HAD to swing by the office and meet them! We had a chat with Chief Creative Officer Craig Parsons about clients moving out of their comfort zone, the qualities they look for in a graduate, plus he offers some Kendrick Lamar style advice - 'be nice and stay humble'.
Give us the elevator pitch on what you do.
We are a brand design studio in Cape Town, South Africa, dedicated to creating a culture of remarkable differentiation. Boring is not an option, quality of output is everything. We work with the best talent in the country to deliver standout identities and highly-engaging brand communication. Our work is deeply founded in strategy (built in collaboration with our client), crafted with discipline and made-real with a heavy dose of intuition.
What do you look for in a great portfolio?
Hyper-crafted typography, thought-led creative, restraint and that distinctive edge that you only see when someone truly gives a damn about design. We like to see tightly edited portfolios, than a document packed with pixels. Great design doesn’t hide, the same goes for bad design.
What do you look for in a great client?
We want to work with people who allow their partners to bring value to the table, who understand the impact that good design makes and people who value depth of thought and execution. We have found our best case studies to come from clients who are willing, if not determined, to move out of the comfort zones of their industry and say “no to normal”.
What qualities and skills do you look for in a graduate?
Talent is a raw, innate quality that needs to be grown and nurtured over time. None of us started with all the answers. We look to work with people who are eager to learn, but who are ready to put their neck out to push the boundaries of design and want to add value to what we do here. And NO ego.
Talent is the culmination of time, passion and persistence, nothing else.
What career advice would you give your 16yr old self?
Talent is the culmination of time, passion and persistence, nothing else. Work harder than everyone else, but work smart.
You become indispensable when you are able to continuously ‘crack’ creative problems. Focus hard on generating solid conceptual work, purposeful design and the meaning that drives it.
What advice would you give students starting out?
First and foremost, be nice and stay humble. Whenever we look at a new hire, we understand that talent is not the only checkbox, the rest is up to the way you treat the people around you. Take risks, there is no better time to break out of your comfort zone than when you first start out in your career. The biggest mistake any young designer can make is thinking their computer will solve the problem for them. The most important piece of advice would be to share; share your time freely and find a creative mentor you respect and trust so that you can share headspace to keep pushing your craft to the next level.
Where to find Parsons online.
Website: parsonsbranding.com
Instagram: @parsonsbranding
