(guest post by Victor Platon, DD34)
The final Industry IQ studio visit for Digital Design class 34 arrived on a rainy afternoon in February. With umbrellas in hand, we headed south towards Yaletown and over to Noise Digital marketing agency. Once we arrived, we made our way upstairs where we were greeted by Creative Director Brian Krenzer. He quickly showed us their spacious office area, and brought us to the very back where the designers, writers and producers work in an open concept work space. Brian tells us that this format allows everyone to collaborate and work together more effectively. We saw many interesting paintings hung up along with an eclectic mix of design-inspired decorations. They also have a mini photo studio that allows them to do in-house photo sessions for smaller scale projects (complete with green screen). We were then escorted to their boardroom where we sat facing a very large flat panel display. Here Brian introduced us to Jessica Liew (Copywriter) and Clayton Whelan (Visual Designer).
The three of them proceeded to show us samples of Noise’s previous work portfolio, an impressive list of clients ranging from Sony Playstation, BCLC, Sugar Crisp cereal to Sapporo beer. Throughout the presentation the trio would explain the process and design decisions that occurred behind the scenes. They encouraged us to ask questions about their techniques, and were very generous with sharing the ups and downs they faced with every project. It was encouraging to realize that a large and established design agency like Noise faced some of the very same challenges we experience as design students. They highly suggested that we pay close attention to who our target audience is and to ensure that we speak to them in ways that are clear and concise. They also showed us their love for using data as a driving force for their design decisions. They look to data to provide insight, and to measure success. They believe that without the ability to objectively measure your project for results, you cannot gauge how well you solved the initial design solution.
(guest post by Kelly Kurtz, DD34)
Our second studio visit that was part of our Industry IQ course in the Digital Design program at VFS started with the most interesting question — How would you accidentally create an inspiring, industry standard raising, and successful company? Say what?! We, the DD class of 34, listened intently as Jay Grandin, Giant Ant Partner & Creative Director, described the story of how the studio was born.
Some 10+ years ago after graduating from an industrial design program, Jay Grandin and Leah Nelson (Wife, Giant Ant Partner and Creative Director) took out a camera on the weekends and created a video for fun. At that time, YouTube was just beginning to become popular. They posted it and it went unexpectedly viral. Companies started contacting them to make videos for them; they had so much interest that they both decided to quit their jobs for a year and try it full time. “We didn’t make any money in the first few years. It wasn’t until about 5 or 6 years in I was finally making $30,000/year, which by today’s standards (especially in Vancouver) is below the poverty line.”
The company continued to grow and they developed a sense of what type of work they wanted to put out there, and what type of work they didn’t want to take on despite the appealing money that could have come in, inspired us with their ethical choices. Many of us hope our work will be used for the greater cause, and we want to work on meaningful projects. Visiting Giant Ant showed us that companies with high standards exist and that in the end you choose what work you take on and choose what type of work you want to produce. Hearing their philosophy was empowering for us as students who are starting to develop our own sense of ethics and direction.
We had an opportunity to ask many questions that gave us insight into their company culture, what they are looking for in potential employees/talent, tips on getting into the industry. He let us in on their company rules, which are simple and to the point, which guide how they interact with each other to achieve the high quality of work they produce. Another real highlight was to see inside their workflow of award-winning motion pieces like Stickboy that was created to be shown at the Vancouver Opera in 2014. Seeing what it takes behind the scenes was inspiring and daunting at the same time, and left us wanting to see more and more!
(guest post by Ana María Posada, DD34)
With rain on our backs we eagerly entered the underground building of Axiom Zen. Amy, a UX designer, welcomed us with a friendly smile. Axiom Zen is a Vancouver-based innovation company that develops apps and experiments with new technologies working with industry giants like Apple, Google, Baidu, and Facebook.
The first thing that struck me was the stillness in the office and the people who work there in an atmosphere of calm and concentration. I stood in awe watching employees working in front of their screens, some standing, some sitting, typing lines of code. They were so immersed in their work that few noticed our sizable presence.
We joined Amy in an open-spaced corner of the studio and sat down on Molo-designed seating for a brief introduction about the studio. She explained to us the dynamics of the work environment, their creative process and the types of projects that have been developed in the studio. Later, Amy was accompanied by Brian, Dieter and Nick to explain more about Axiom Zen and to answer all of our keen questions.