Style, geometry and play with Marta Veludo
Well known for her artistic direction in both the digital and offline space, Marta Veludo brings a unique style filled with geometry, pastel colours, asymmetry and imbalance to her work.
Your projects are beautiful to look at — they’re so bright, geometric and pattern based. Is this a style you think you’ll keep for a while?
Thank you! My current style is something I think I’ll keep for a while, though I’m not sure where it came from. I feel really comfortable with the brightness & geometry! Most likely it’s come from everywhere and myself. One thing that’s important to me is that I do want to grow and explore more. However I feel like the colours the brightness will be always there.
When it comes to projects, I do adapt based on the situation or project constraints. You want to make sure you answer the brief, but also bring your own vision and style to the project.
Where do you get your inspiration from?
My inspiration comes from internet (of course!), my buddies in the studio, my nights out, walk in the market, in the drama, love and in the chance. Everywhere!
You’ve worked with big clients like Adidas, Vice and Heineken. What’s it like working with them in compared to smaller clients and projects?
From my experience, smaller clients have more presence in the process. They always have a lot of opinions, questions and doubts. I think this is because the project is more personal for them. When working with bigger brands, there’s more of a distance, so it’s a different way of working.
Big brand have an already established set of rules and guidelines to follow. This makes the process a lot clearer and easy to follow.
Have you always been freelancing? What attracts you to it over studio or agency work?
No. I started working in a very cool studio called No-Domaine in a team of 5. I then worked in Ana Mirats studio — a fashion/retail focused studio, then in Matte where I was focused on branding for fashion, cultural and retail. In both these roles I worked in small teams of four or less.
When it comes to agency and big brand work, I’m not quite as experienced as some may think! I really enjoy working with small teams. I feel like you have more opportunity to do things, and you learn a lot.
What’s your design process like?
I sketch and write concepts and lose words. Then I build a mood board and from there the project really begins to form. It really depends the type of brief or project. Sometimes I work with clients that have already a reference or idea in mind, which actually can change or influence the process.
Once we’ve decided on a design direction I begin to develop a few options. This allows me to explore what does and doesn’t work.
The refinements come at very end when I’m already pretty confident about the final outcome. Refinement and feedback is sometimes a difficult part of the process. Some clients have difficulty understanding the work involved to progress and form idea. You have to learn how to show and communicate the possibilities of your design solution.
This process can change depending on the project/client character, time and budget, but usually ends up following a similar linear pattern.
You seem to work on a range of both analogue projects as well as digital. What draws you to each of these?
I like to get my hands dirty, so love analogue projects. What I enjoy the most about analogue work is the rawness — the imperfections and possible surprises. Creating and exploring in the analogue space allows me to play with so many different materials.
While I love analogue projects, I still take on projects which require a digital approach. This could be due to a time constraint, meaning we don’t have time to take an analogue approach as it would be too labour and time intensive. Both are great if you know how to use them to your favour and can play your strengths well.
What’s your favourite project from 2015 that you worked on?
I really enjoyed developing the Current Obsession still life. It was a process of researching materials and colours before building a composition that would empower the jewels, but still have the power of a set.
Also, to close good the year I had fun developing the identity for Chocolate Rocks. It’s a beautiful project and product. It was such a pleasure to work with such nice and inspiring objects.