1 – What is your favourite project by Fred?
The Havens Hospices rebrand was a particular favourite for me; a great organisation doing amazing work.
2 – Who do you think is most in need of a rebrand right now?
I think its time for WH Smiths to start looking at raising their game.
3 – Do you have any advice for young designers?
You learn more when you are outside your comfort zone.
4 – What is the biggest challenge of your career so far?
Building a business is hard; maintaining it is equally challenging.
5 – What is the story behind We Are Fred?
2 mates, 10 beers, 1 amazing idea.
6 – What is branding for you?
People buy with their eyes . . . even if they don’t realise it, and we get to be involved with this process.
7 – Favourite book, movie and musician
The Tattooist of Auschwitz / Apollo 13 / Saul Hudson
8 – A company you’d love to work with?
Disney. Not only is it the happiest place on earth, but a huge and successful business empire (read Bob Igers book: The ride of a lifetime)
9 – What campaign has caught your eye recently?
Wu Pao Chun Bakery – low carb buns. Best packaging design Ive seen for a while (and Fat Face bags being used for Christmas wrap). Simple and effective.
10 – How do you build the perfect team?
Create a culture and an environment that people want to be a part of.
11 – What is your best advice to clients briefing agencies?
Rather than just a briefing document, a conversation about the project is so worthwhile; it helps us understand what’s in your head.
12 – What is the best advice you’ve been given?
You can be motivated by money, but money mustn’t be the motivation.
13 – What do you see as the next trend?
Towns created with biophilic design at the forefront.
14 – What is your favourite biscuit?
Garibaldi . . . or a Happy Face.
15 – If you were stranded on a desert island, what three things would you take with you?
A dog . . . a tennis ball . . . and one of those bendy sticks to help me throw it.
16 – If you could be any adjective, what would you be?
definitely positive . . . always positive.
17 – What is your slogan for life?
It’s all about the journey, not about the destination.
18 – If you could live anywhere in the world, where would it be?
I could certainly get used to the pace of life in Tuscany; Chianti Classico, cheese and crackers, and an afternoon nap.
19 – What is your go to takeaway order?
BBQ food, smoked is the preference.
20 – What is your comfort TV?
A good (long) Netflix series. Mad Men is the favourite so far.
21 – What is your favourite celebration?
Christmas Eve . . . or the Galaxy chocolate (the question was a little ambiguous)