Creating impact as an Art Director at Consid
Benjamin Huynh is one of our experienced Art Directors based at Consid’s Jönköping office. For 2 years, Benjamin has been part of Consid, bringing his extensive experience in AD and UX/UI design.
– I structure and design by seeing the big picture. When a client comes to us saying they need X, we try to understand what the client wants to achieve to determine if the solution is right. By identifying the underlying problem, we can pave the way to the solution. What should we do, why should we do it, and how should we do it?”
Benjamin continues:
– With experience under my belt, it’s easy to think that the work becomes easier, but each meeting presents new exciting challenges that need to be tackled in their own arena.”
Design needs to be connected to the client’s specific impact goals, based on the client’s business objectives. Moreover, good design can be defined by the ten principles set by German designer Dieter Rams. Additionally, the connection between design and impact goals allows for evaluation of design efforts. Value is realized when products are used, as we can start measuring and comparing them against the set metrics, explains Benjamin.
– When the client is genuinely interested and curious, we, as partners, have a greater chance of achieving measurable and excellent results. These are the assignments I call ‘gems’,” shares Benjamin, who works with multiple clients simultaneously.
One of many creative ideas
Benjamin’s desire to create something that leaves an impression on the recipient has been with him for a long time. Growing up in a family involved in the restaurant industry, his passion for food has developed, while he has also gained insights into how to work practically and strategically with the needs, desires, and challenges of customers.
– One of my big dreams is to one day cook for the Nobel Banquet. But right now, I’m focused on realizing one of my restaurant ideas that I have saved among my notes on my mobile.
The summer restaurant, Lilla Delin, that Benjamin mentions, has opened on the beach in Skummeslöv, Båstad, in a converted container. Benjamin sees significant advantages from his experience as an Art Director when it comes to planning and opening the restaurant.
– I have placed a strong emphasis on the connection between the big picture and the details, especially concerning the restaurant’s graphic profile. For example, I chose a pink shade to stand out on the beach and create a visual contrast to the blue tones of the sky and sea, as well as the green and yellow tones of the sand and grass, sends Benjamin greetings from Båstad.
