Spinach Senior Designer Simon Ward on the latest project for Claude Hooper
London creative and branding agency Spinach have been helping to redefine the Claude Hooper brand. Founded in 1972, the show home design specialists were one of the first to introduce designer furniture outside of London. Today they work with some of the biggest names in the property industry. We caught up with Spinach Senior Designer Simon Ward who led the project to learn more about his approach and to discover what inspires him.
What were the main challenges with this project?
Building on a brand with such great heritage and history always presents hurdles. Claude Hooper were already a strong brand – they just needed some guidance visually to truly maximise and cement their position within the industry. Therefore, every design decision was meticulously considered as it was integral to keep the company’s rich history as well as maintain the personality and character which the founder Claude Hooper, his son Jonathon and the team have instilled into the brand.
Which part of the project are you most proud of?
I try not to identify different elements, but view it as a whole project. Each element of a project has to work individually and seamlessly as part of the bigger brand in order for the identity to be a success as a whole. We apply this principle to all the work we do at Spinach. With all our projects, if one element is not working as strongly as the others then the brand is not functioning as well as it could be.
You work on a variety of projects at Spinach from print and web design, branding and advertising, and publishing niche books. What interests you most?
For me versatility within design is very important. As a designer, you have to be flexible, be able to apply your creativity through various channels across multiple deliverables. The process of crafting a brand from scratch and its application across a range of assets, can be a beautiful yet challenging experience, and it is this process that excites any designer.
How and where do you find inspiration?
I try not to actively seek inspiration, but instead draw upon personal knowledge, experiences and emotions. A touch of the earth’s rich soil, the elegant and graceful flight of a bird, the melodic tunes of a flute dancing on the breeze, a deep breath of fresh country air on a frosty winter’s morning… To simply exist is inspiration.
The world we inhabit is visual, engaging and thought-provoking, keep your eyes and ears open, and let your senses and mind guide you in your quest for answers. To consult one’s mind, to draw upon the senses and life’s great journey, is the most powerful tool for inspiration.