Real name: Erika
1. Tell us a little about yourself:
My background is a mix of art school studies, graphic design and cross media production. 7 years in an advertising agency has tought me how to work with advertising, conceptualising and communication.
2. What are the most challenging and rewarding aspects of working as a creative?
The most challenging thing is to find the most innovative concept that is both liked by the client and the target group, as well as getting the message out in the right way in a number of media solutions. Even the simplest brief can result in some of the greatest challenges. It all depends on the ultimate goal.
Success is the greatest reward.
3. Describe the creative process, do you have a working model that you follow?
Each working process is defined by the brief; whether it's a digital, campaign based or a classic design assignment.
The creative process for me is usually the same; read a brief a couple of times and then move on to research. I usually "surf around the web" reading aftonbladet.se and Facebook etc. Then I get a bit anxious in as I should be doing something more productive and not Facebooking! Then it’s off to the gym and anywhere from there until I'm doing the evening dishes, there might "pop up" some good ideas. From there its just working on the brief, reading it again, back to the gym, and work some more. I can be quite organised, but its not such a bad thing with a little chaos as well, as "chaos leads to ideas".
4. How has today’s technology helped you in your work?
Todays computer soft- and hardwear helps to facilitate a better workflow and by using the internet you can basically learn just about anything. Its vital to take time to update yourself.
5. What are your plans for the future?
As a creative be able to develop in the direction that feels best for me.
6. Can you describe your ”dream client” or ”dream case”.
That’s almost like asking me which is my favourite movie or song; there is so much to choose from! Design for a movie could be fun, the more creative freedom I get, the more fun it could be. Different assignments and variations are nice.
7. How did you come into contact with Mypitch?
I think it was last year, through an article in Cap&Design.
8. What are your thoughts about Mypitch – The good and the bad?
Crowdsourcing is considered (by some people) as "a means to dump market prices". There is a great deal of competition for creatives who aren’t given jobs as easily as before. This is regardless of their experience. With MyPitch anyone can join. It’s also fun to see how others have solved the assignments that I have also been working on.
9. Any tips for other creatives who are thinking of joining and taking part in pitches from Mypitch.com?
Just do it, see it as a challenge. You can always be anonymous if that’s what you want.
10. Despite excellent ratings and product reviews from the client (Rica Hotels), your pitch generated a few negative comments from other creatives of Mypitch.com. How do you feel about this and how would you respond to that criticism?
My goal was to create a flexible and graphic look that could deliver ”good morning” – rather than the usual logo. My intention was to create awareness in a positive way; it’s great to be able to give the client exactly what they want! But let’s be honest, you can’t expect all of the creative people pitching, to be happy with my idea.
Criticism in this line of business is not exactly uncommon. But I am sure that for most people MyPitch is considered a fun and relaxed way to work regardless of whether you win or not. Other peoples designs aren’t always ”my cup of tea” either, but I wouldn’t air my views in such a public way; I think that's a little unprofessional actually.
Erika, thank you so much for your inspirational answers and we wish you the best of luck in our future creative briefs here on Mypitch.com!
/ Team Mypitch
