We're honoured to talk to Scott Carslake, Principal & Creative Director of Adelaide studio Voice. Back in 1999, he started with one keen business partner and is now one of the most recognised studios in Adelaide. Their fantastic work, hot tips and the fact they are hiring is VERY good incentive to keep reading...!
What are some of the most valuable lessons you learnt so far?
It's never to early to start your own studio (Anthony had no industry experience and I had barely 12 months. With no business background, two Macs, a phone and one client, we were able to start Voice). Never trust a prospective client who says there will be a lot more work after this job (they feed on the young). Relationships within the trade are vital (treat suppliers such as printers, programmers, photographers and illustrators like your best mates; they will give you their best efforts [and pay them on time]). Be clear about all fees (creative and suppliers). Be patient (the longer you are in the market, the more your name will become familiar in various circles).
Wow, your list of awards is longer than my dream shopping list! Whats your secret?
First you need the courage to enter. It can be intimidating at first, but when you receive your first award, second and so on and know how to use it to your advantage, it's a powerful tool in building a brand and winning work. Clients also love to win awards. It's an added bonus they did not expect nor set out to achieve. So it's a reason to give them a call and further develop the relationship.
We love your Casa Rio re-brand, from the new showroom design to their damn-hot packaging designs.
What’s was your inspiration and idea behind the new branding concept?
The Casa Rio branding needed to reflect Rio's traditional Italian heritage while still representing a modern Australian business. We referenced a lot of old Italian shop signage, which influenced both the colour palette and the simple but precise geometry of the logo mark. We then made a conscious decision to keep the delivery modern and concise—this idea flowing through to the showroom fit out—to create a controlled but inviting environment for all the different and interesting products that Casa Rio sell.
What’s was your inspiration and idea behind the new branding concept?
The Casa Rio branding needed to reflect Rio's traditional Italian heritage while still representing a modern Australian business. We referenced a lot of old Italian shop signage, which influenced both the colour palette and the simple but precise geometry of the logo mark. We then made a conscious decision to keep the delivery modern and concise—this idea flowing through to the showroom fit out—to create a controlled but inviting environment for all the different and interesting products that Casa Rio sell.
First you need the courage to enter. It can be intimidating at first, but when you receive your first award, second and so on and know how to use it to your advantage, it's a powerful tool in building a brand and winning work. Clients also love to win awards.
Voice is on the hunt for new junior/ mid-weight talent! What are you looking for? Whats the best way for graduates to standout and get your attention?
We are looking for talent that is immersed in design and not afraid to jump in the deep end. A strong conceptual, creative and innovative mind who has the ability to generate, build and craft ideas from briefing through to finished art. Typographic prowess, ambitions for worldly success in print and digital mediums, and excellence in Adobe Creative Suite will help. Applictions that get our attention are generally clear and confident. They present a strong body of work (not too much) that demonstrates their talents or involvement in the larger projects, but most importantly, they demonstrate their ability to think, generate and craft ideas.
What’s on the cards for Voice 2014?
With some new clients on board last year we are currently on the hunt for new talent (as mentioned above). We are very excited to see who is out there as we have been heads down for the past few years. We will be launching some revitalised packaging for 100 year old d’Arenberg Wines. This has been a great journey from cleaning up the original logotype to producing a new range of labels. The next vintage of Longview Vinyard’s The Piece will be released featuring the work of Mike Maka, and Rio Coffee will launch a new line of packaging for their Organic Fairtrade range of coffees, to name a few. Tom is off on a European Tour with Paper Arms for four weeks (Ouch!).
Where to find Voice online.
www.voicedesign.net
Twitter: voice_of_design
