Latest Talks Podcast - Ep #26 | Guest: Yanky Perl

the from mention the creativity is some some kind of passion is it better to agenc [Music] creative roller coaster experience okay episod by you practi that okay so exactly okay to the episode finec for moment and he he started with a small um so we thought about it for a long time to what's my next steps [Music] own hello [Music] one of the first ones when I started I would say it was Mo that's when the music went down the drain and so he came to me and between is I don't remember how it looks so it's off it went off the charts it's t it's off the charts anymore a single but that he didn't uh okay so that was one of my first projects in terms of communicating with a client by the way I didn't know that okay so in the last few year I would say last four years okay so music or art phos 7.0 system Creative Cloud is 2022 [Music] in terms mention in London the computer my parents everyone was very supportive of it pet in the back pets Farm in the back [Music] okay systems the creative director magazine office was very nice also just to see the environment our work environment experiences in our work environment it was very nice okays in the music indry logo versions variations adaptable for [Music] director director designer which is basically coming up with strategies Concepts ideas for Brands marketing for websites um involves the actual production which is actually sitting by a computer working in the programs coming up with execution actually exporting the files the files the sizes and the details the Bing [Music] what's PRX PRX is this episode I think it used to be called PRX right print something like what they execute and how they work but they definitely have a good team there a certain way very similar things in terms of the execution from thetion under team do it and that's by the way is fully focused I I used to be I used to be a lot more involved in terms of very simple and and you get stuff done I try to get work done the creativity is some some kind of passion that flows through and I I get to express that creativity and it was it was a very um um passionate project wasn't about money it was something that it's not a brand we're not making money on this like but something that I can express myself in terms of showing a little bit of creativity was business a professional business and present presenting a certain design whatever it is unlimited by project something special [Music] worst logo special effect a stained glass effect texture that was my first thing that is the edit was very very focused on the best project like we didn't we didn't take the time CH the major project is beautiful behind project because it's one of a kind so it's just end yeah did you represent yourself did you did you get to this place where you are now other so and the marketing adver I can say there's out there amazing people comp in terms of which which is challenging sometimes but it works yeah so in terms of mention Alli saw me and noticed me because of it was my personal website and people saw my work beautiful project thank you that's so this is in terms of certain usually usually repres usually I did the work I actually went and did the work actually in sometimes this leave and customer you ready to show to and I kicked of them K screen sometimes is it comes down to separate conversation completely right you don't start designing there's a reason for what you do so because it's so simple and Powerful you think so the idea is memorable Timeless whatever repres but the idea is by the way dance I would say 25 years ago it was very inter sh it's it's a very it's a very um creative thing [Music] problem the project and you know the notes fore it was beautiful but amazing their brand is you know say the best of Direction was the information a business owner get for me when I take I ask questions so the questions was the EMP that's what I work off right so if if you give me something wrong or you change something later that's fine say something that business doesn't even know Foundation do the mission do the vision from the company they said the the company offered like they said the foundation for our business right values he was sitting in the meeting know business is Project just for himself the process is what I do is usually I try to the information possible the client which is IND my business is we business similar special right so everyone is special and you have to Define that specialty and unique selling points and positioning research and Discovery conne thetion marketing which is completely separate from branding slight business um but if you have that brand Foundation the problem is stores in villg theill today mention it's not gonna work it's not gonna bring him the business he needs he can do it but it's it's something that always connects back to if you know who you're talking to mention and Visually visually design but visually if you have to connect to this Market to this Market so this is part the process resarch Discovery mun commun Target how are you going to start bringing around all the pieces and elements from the brand the compan not successful whatever they want a lot of business have different um um different ways of looking at the outcome success so your answer is yeah but also comes back to the same thing because Market paper everything is very clear it's out there positioning company and he's not part of it so it okay so basically information and the of communication the visual part which is the design is it's not this guy you're telling it to him in his face yeah certain building a brand is a very big investment set exactly you have any of my previous clients x amount of stuff that you need to do that's that's my boarding team mention or whatever it is back office hand or whatever like on services on services but if he doesn't have the best support from the back end for our business for our foundational piece it's not going to work there's no reason for him to do it was in terms of sales in terms of sales or product or whatever it is not there's probably going to be blanks of the brand book questions that are exactly and that's a missing puzzle from the pie something is missing in the puzzle if if the business takes off I'll be very happy to talk to you in a few months and see where it is whatever he was ready whatever it is whatever it is you would need to do to start building the business not doing that it's it's no people want to invest and people want to build good product it's not it's not even about the money but it's not just about the product itself it's how you're going to Market it later having the back office to so beautiful prodct the B the technology part office to get started is that a broad question in terms of get getting started right so to start off I would say Dimension you bounce ideas of each other very collaborative mostly brands of the websites speci exactly positioning most Focus especially to marketing design do photography do it's a huge it's a hug [Music] under IED them whatever and they didn't want to take me because they they they told me I like how can you execute everything of them so it's not wasn't about the money say a certain Trust The Branding part from them which is it's a very it's a very in the brand allign elements and pieces so it's a very very huge thing but to do the website part scanon 3D right to do the renderings to to specialize in them the right is the the illustration the art piece that you're getting out of it shout out to through the Ed the I sent him to you correct the face behind that phone call another light bulb moment [Music] wow I couldn't take the project long wow okay just as a shout out for 3D age the animation was it's gorgeous [Music] and that's why especially for design Focus that's that's what's going to build you as a better designer to be able to focus on it to do the details refining the craft design right so in design element color F texture for design inspiration could come from anywhere whatever just changing the environment changing the scenery in front of you is going to is going to help someone to become inspired more exactly why you doing what you're doing like why what's the story behind this this this is found is question question depending sometimes focus and it happens and it's normal law a trademark issue says everything is good the client loves everything we did the num the logo the designs the Trad what comp similar to Industry trk which is it's a very it's exhausting but it's part of the that that but obviously it's it's it depends on the project big roller coaster experience and it's part of the process it's part of it sometimes sometimes get connected to customers Al together the best designer so what I did was in terms of I went level by level which it comes down towork whatever um push because it's gonna give you the experience of a team working with an environment in a professional environment mention especially to deal with mentioning business business was established companies and and Communication in business exactly so so when look at design usually I try to say to go to a company usually Juni designer designid they mention right so of a simple task task based workor whatever details this ISU exact instructions instruction I follow instr actual design questions You're Building yourself up in terms of you know how to do the the basics proportions and margins which is a very big deal and and and this is part of honing the craft and knowing in refinement and detailss actual messaging and communication the outcome they right so like design whatever and next something not working term because you're going to start communicating Dimension right so if you're doing something you can have the help of of a junior designer to help you in terms of the production fin or whatever it is and you teach them more in terms of the refinement in design the details space dets but when it comes the business trying to accomplish why are we advertising in terms of beautiful CH artwork design bus XY was bus so this is Al the vision from the company in the design execution the production the next Lev creative Directioner the commun back to the design team where would you put yourself so the title our director recently was few years so whatever is it's like it's not about the tit it's the title in the company was the company Alliance as mention mention on top of you have to report to them right so and certain in the company atically gave that it doesn't matter so much that's it it's [Music] part the top designer director [Music] um so a lot of my work is is mostly the actual production strategy and actually design Alliance Cho the colors the actual output the file whatever it is um that's usually my dayto day copy past between between programs googam and that's [Music] why I think you started by Co the co logo challenge say exactly Enlighten us was everyone remembers that that time was a very very um the world was shut down shut down think Co like WCE number [Applause] [Laughter] especially in the design design team environment Days full days um so routine from the routine but um the is connect us [Music] to mango flavor m home change the logo the actual design design ISE logo Adobe the design program so there's the logo home home sweet home like change the O so they you came up with that IDE and it was just [Music] amazing name it was very I don't I don't know of this it was a rough time a rough time at least entain ourselves so it it's the first question usually is not about money it's I Tred to understand a little bit about the brand little bit of what he's trying to build whatever it is passionate about it to help someone build this brand right if he has money to invest if he doesn't have money if he doesn't have maybe I'm not the person right if he doesn't have enough or he wants to go mention home invest um but definitely pricing pricing is a very very tough subject when to quick poster whatever it is experience behind you to be able to to get there and businesses want that businesses want to get people from from cheaper designs from people right so they don't want to spend crazy amounts of money of stuff which is it's a very good way for a new designer to come in to charge less and then as you go along you charge more so the value thetic they told me they because of the ads they got 30% more in sales that means the value gave is they whatever it was whatever it was it's the value a designer brings to a prod is automatically going to to higher your value in terms of maybe invest in terms of so it's it's business owner just trying to find the words is it better agency freelancer AG team so so there's definitely a certain Prestige company professional product because he also you mentioned it it's about having that team behind you that believes in your product and builds your product and builds your brand Team any agency terms and with even if he has a name or doesn't have a name it doesn't matter so much but when you have that team behind you the product value so the so if people look at it like is automatically mentioned another interesting question s companies was company it's the highest Poland Spring established 1824 natural spring water you try to convince them uh like to restart the name what do you do about that so in terms of the name itself a lot of times come behind the name usually brand this is gcny y get crazy New York there you go get crazy New York really there you go the but nobody knows nobody knows I guess you'll never know the four blue dots so different types so usually it really comes down back to the research which is Discovery from theand the foundation from the brand the brand and and who we are talking to doesn't matter right is it sometimes if it's a rich rich history if the it's very specific to each situation right if it's a rich thing behind it it depends if if the target needs it right if completely different which it really depends on the challenge so that's that's the real like behind it Bas name people choose names and and it doesn't do what they needed to do because mention like the next word flooring Lighting in in whatever Chinese number one lucky Chinese America first get so usually St change and there's still no reason why they shouldn't change it but this is what the client wants I'm not going to challenge him I'm not going to do it something if theer is but if he's not going for it you can't you can't change his mind sometimes it's just doesn't work so what's what's the difference graphic design in art so this is conversation in terms of it definitely works together but it's very very different in terms of how you look at it art is is is is what comes to mind when you look at you think about art Ure a painting Modern Art Modern Art music music is Art 100% it's art art is is an expression it's something creative expression it's an expression art is any any art form is an expression of something and you can you can you can take it out you can look at it and take something completely different was the creator G you know what art stands for a random thing there you go so this art is an [Music] expression design and art is Art is an expression of things and design in terms of expr so part from the brand brand is the foundation the expression the brand the brand Z is an expression from something from the brand now kose so say say uh say it's it's there's a purpose behind the design it's not just an expression of something random whatever it comes back full circle Foundation the expression was theost specific message beautiful artwork right so purpose which means that there's an expression behind it exactly so this the exhibition design and art and obviously it meets into it inter relates in each other inter that's when the product comes out beautiful yeah so do specific rules in design the rules is Art rules whatever the art whatever the art yeah a random thing so the rule is the rule is there Thea rules basically in terms in the actual outcome but obviously Trends was followed mentions in mention sometimes you want to change it you want sometimes you don't want to do it because you want to be traditional so the balance SC traditional class like there's a lot of [Music] different tone of voice tone of voice the you I didn't reach you have reached yeah so this is the doctor's office in a play group uh phone system was play grp fun you've reached this in the play grp how is it this and a lawyer's office is how you've reached lawyer whatever part from so following the rules is there obviously either brand rules for their brand which is a brand guide followed a certain details into the design they shape system but essentially the same thing it's it's it's it puts you in a box of of this is the brand and this is what we're doing in terms of the color the font connecting with each other the consistency between us is very very important so that's basically the rules but sometimes you break the rules if you needed to add a color sometimes you're going to add that color that's so Brands brand is round pads for example the pads makes sound Square while pads are square but the brand is round oh it really depends on the platform V this but this is definitely something do certain elements and pieces of the [Music] brand creates the the the texture creates the the color creates the final detail right um the process actually production is very messy sometimes for myself in terms of the creativ imag he feels it ex it can be very that's you guys are nuts it's [Music] good but when you make it work it's such a good feeling the light moment the brand that's what it's like push it in to push boundaries they creativity uh-huh say in a certain sense conne longm for the BR in terms of longm so you start aite you start trying to connect the dots and that's how you start building the in terms of the brand Vis the identity K that's brand identity so usually and that's what's automatically going to create that system beautiful the audience the next host the next guest on the show in mention shik questions M so I think we should go to the audience question we and do name why not I think I think names are a very good thing and this is quick answers elor designer an artist I would not consider myself an artist now but it definitely has that m is an art right so it's creative expression which is of their level art artist and you can draw a lot nicer than me I think I've seen your art pieces it's Beau we'll have a competition one day I don't think so okay very interesting so when should I do when it's the Photoshop illustrator in design um then it's the vector basically pixel techical question it's a very important question because I've seen it a lot where people use the wrong program wrong platform the wrong program the product the outcome is in the wrong PL so Photoshop and it's pixel it doesn't work you have to translate it toor so so VOR pixel so so a quick overview Photoshop is more for pixels in in in photography editing manipulation of photos a change pict Photoshop text in logos in in in in illustrations and icons usually is an illustrator because it's it's a vector file and program which you can scale how big you want so that's usually what happens there in design is for layout so in in magazines design which is a platform was specialized in the text in illustrator because it's just photosh the background visual Photoshop and brevel digal platform webites apps andal printd program which is photos photography manipulation this is certain progr design apps and and webites how do you choose the color for the brand so Foundation research and Discovery against brand feel part from the expression from the brand the visual expression part from the color color is a very big color philosophy which philosophy mention School College of color philosophy colors correlate each with each others orange and purple do lilac and purple color color endless paper actual materials right do acrylic material material Plastics the color is part color book universal code which you have to follow and match up these colors from screen color print print was print the Crayons brighter package Certain Shade this isle other a blue so that's that's the thing so so the printer the problem blue Google research of 41 shades of blue us testing says AB testing whatever it is different colors for different mention color respond so test 41 colors spend almost million or something of them sh was click digital color the problem is color blind bright brightness it was disgusting washed wased out this is the RGB and cmk digital color red blue okay cmk magenta mhm c m y yellow and K is the tricky one is no black black yeah but ver is the K black the the black true black it's not it's not true black it's black true 100% black hello do the darkest the dark the Bas the reflection yeah the what's color a a z the thumbnail episode call me from more gra design col specific sometimes Brands colors change mention that a trusted color so people exactly but emotion so a certain brand excit yellow ande made an exciting color so the colors home a certain translation tion so sometimes the product certain color match the color so aut the next question is how often do you take breaks straight ands so I try to stand up every two hours just for my desk to stretch a little my so it's very challenging I'm going for physical therapy but it's I definitely try to take as much asak z aood a creative sometimes so definitely definitely I try to take every two hours a break as much as possible yeah very nice so FR FR from the the rabbi's question kick off page three was designed get guidance consultant okay so taste flavor but it comes down to if it's going to be functional then it doesn't matter it can on the ugliest design possible but if if it's going to work for you and that's what your brand needs in terms of longterm and short term or whatever it ISM especially EST as a highend product so if you make a sale and you make it different andly refinement and it works for the for the outcome of the next week right certain style a certain feel Market but built a brand over years doesn't matter the is EST certain Ty of ions but right so they self steam it Trends I think it Trends is something that is it's a very big topic establish brand El so you don't lose the old certain style TR look in upgrade so much in terms of change it just you want to have that fresh new feel if you're talking to that audience sometimes you're talking to the old people audience or the whatever it is it's under sty so it doesn't matter so much the design of it in closing we're getting to that point already message for the listeners an inspirational message okay something that you want them to take away from this not only people that are looking to be in the design field anyone artists anyone you as somebody who is is in business and is a a successful businessman give a message and please look into the camera talk to your audience um certain obviously to be up to dat branding and marketing current but Dimension that's why I came up here the that's why I'm here um I try to learn new things as much as I can and I feel that that's something if you live like that you're going to be much more successful overall thank you very much that was beautiful beautiful thank you enjoy episode thanks comment thecast yeah enjoy it