Studio Portrait: Jac&
For the second post in our Studio Portrait series we chatted a bit with our friend Jacina Lippold, who runs JAC&, a nimble studio focusing on identity design for both new and established businesses. Jac has been on our radar for quite some time, with many of her projects prominently featuring Grilli Type typefaces.
Hi Jac! How is Melbourne treating you?
Hi guys! Melbourne’s great, as always. I’ve just escaped the last bits of Winter with a holiday in Bali, looking forward to Spring now which is just around the corner.
What’s your opinion on the old Sydney vs Melbourne discussion?
I grew up in Melbourne so am on the right side of the debate! For a creative, I think Melbourne has more to see, do, and discover. Sydney might be more instantly beautiful though, I’ll give it that much.
What is your morning routine like?
I try to be in the studio before 9am everyday. I drop my partner to work on the way, which helps keep things routined. We get a coffee together and go our separate ways from there.
I like to spend the first half hour of the day getting organised (prioritising my to-do list, answering emails, tidying the studio). After that I get stuck into work and start thinking about lunch (very) shortly after that.
How does it prepare you for being creative the rest of the day?
To be honest, I don’t think my morning routine helps that much with creativity but it definitely helps with time management and staying on top things. I guess that helps me feel fresh every morning and removes any stress that would get in the way of creative thinking.
What is something beautiful you’ve experienced in the last few months?
The traffic is mental in Bali, scooters and cars packed onto tiny roads with (what seemed like) a complete lack of road rules. Despite this I never saw anyone get angry or impatient, no road rage in sight! I asked a taxi driver about it one day and he said ‘It’s more important to respect people’. Such a simple and beautiful way to think.
Why did you think GT Sectra was a good fit for Integrated Podiatry Clinic?
In our pre-design phase for IPC, we decided that a key priority for the project was to shift perception and place podiatry in the wellness sector. The target market dictated that the project should have a feminine feel, we covered this with the colour scheme and photography but needed contrast in the typeface to ensure the brand didn’t exclude alternate markets. GT Sectra is so individual in form, it’s easily recognisable and had the perfect edge to bring harmony to the identity.
How did you convince the client to step away from common industry clichés?
In our branding process, the pre-design phase is the most important. We hold workshops with our clients to get on the same page. We discuss their goals with them, assess their peers and competitors, review inspiration and set the direction for the brand together. By inviting the client into the process from the beginning, you’re working with them and not just for them so there’s no need for convincing as such.
Funnily enough, we ended up incorporating the biggest industry cliché in the brand! When reviewing peers and competitors feet were everywhere. At first we considered avoiding them, but quickly saw value in an easily recognisable symbol. Sometimes a cliché can be a good thing, but it has to be executed thoughtfully.
What’s the greatest thing about your studio space?
The mix of people (and dogs). The studio is shared with a textile designer, programmer, sustainability consultant, recruiter and a trend forecaster. Having people from different industries gives great perspective, feedback on work is unbiased and closer to reality. It’s also great to be reminded every so often that the world doesn’t revolve around design!
How did GT Pressura fit with your vision for the identity of Sōko?
GT Pressura is that party guest that’s incredibly debonair, but pleasantly laid back and down to earth. This is the character we wanted to build for Soko, so it was a perfect fit! GT Pressura has great proportions for vertical stacking (which we made use of in the logo) but it was the rounded edges that sealed the deal. They give everything a more approachable feel.
Where do you see the identity moving forward?
We art directed a photo-shoot for Soko recently that we think really enhanced the brand character. We’re hoping to make use of these in a new website for the restaurant.
What defines a great project for you?
Collaboration. When everyone involved in a project shares the same drive and ambition, it’s magic! We love a client that gets involved and enjoys learning about design process, the results are infinitely better for it. Teaming up with driven and talented creatives is crucial too, a great photographer, stylist, developer or typographer always takes a project to the next level.
Are there any new projects you’re excited about?
Yes, lots! We’re rebranding a large engineering firm at the moment. It’s still in the concept stage, but it’s shaping up really nicely. The better part of the year has been dedicated to developing an identity for a vineyard and wine label. We’ve really pushed ourselves and the printer on this one, so particularly looking forward to revealing the finished product.
We’ve also just taken on a new hospitality client and are rebranding a chauffeur service too. The beginning stages of a new client relationship is always an exciting time, so much to learn in the getting-to-know-you phase!
Can you please share:
One person we should know about.
Natalie Turnbull, stylist extraordinaire! We’re lucky enough to work with Nat a bit and are loving watching her work go from strength to strength. Natalie’s Instagram
One image we should look at:
This one by Berndnaut Smilde. Look up his series ‘Nimbus’, it is incredible. Clouds! Indoors!
One song we should listen to:
Although I’d like to break the illusion of ‘designer cool’ by suggesting a Supertramp track, this one may be a little more interesting… Jesus Blood Never Failed Me Yet by Gavin Bryars. The song has a good back-story too
One link we should click:
An educational tool by the TAC (Transport Accident Commission)
JAC& is the design practice of Jacinta Lippold. You can find more of her work at her site or follow her on instagram.
