What is your role?
At Integer, I get paid to be a part of an interesting team of people with the complex challenge of shopper marketing. As a designer, I use design to come up with creative solutions to everyday problems that brands face in retail spaces specifically. I also try to manage my time to be able to follow world events and how we can continue being relevant in the marketplace. My role is to keep doing great design as often as possible.
Outside of Integer I do a lot of corporate identity work, marketing and design for production material like brochures, press advertising, Annual Reports, exhibition stands, and printing.
In another life, what alternative occupation would you be in? Why?
Doctor or surgeon. I won the school science award in Matric - don't know how that happened. I love figuring out how things work. I also don’t mind the sight of blood and relish at the thought of surgery. It’s strange – but I’ll be honest - I’m fascinated by the technology for hip replacements, stents, hernia repair, suturing and shit like that. Can I say shit? Ah shit, I just said shit three, no four times.
What are you best known / famous for?
Anybody who knows me since college will tell you I am the guy who say what most people are afraid to say. Pointing out bullshit often gets me the back room – but it’s valuable so I still feature. I once asked, “Can we go now?” — at question time after a long, boring creds presentation from somebody at Saatchi and Saatchi. I was visiting there as an SABS Design Institute nominee. The organisers just put up with me for the rest of the competition.
Describe your happy place
My garage around 5am pushing some weight and listening to some music. Most people leave me alone when I lift. Also it’s around 5am and it’s damn cold in winter.
What inspires you?
New things. Very little truly surprises me these days. Finding something new – even if it doesn’t feel right or fit right sends me into a place of wonder. Knowing there’s something to figure out. A journey of discovery is what inspires me more than anything else.
What are you listening to now?
In my car- Let’s Make Mistakes and Issues (Podcasts), 702, Khaya, Metro, Classic FM or - iPod - more often than not – Metallica, Led Zeppelin or Black Sabbath – some blues / don’t stream online yet. I like variety – so I don’t just stick to one thing – but if I had to pick – it’s a hard fight between rock or blues.
If you could live anywhere in the world, where would it be? Why?
Switzerland – love snow, cold weather and mountains and I enjoy my own company – few people enjoy cold.
What’s the best thing that’s ever happened to you?
Becoming a Father – seems unoriginal – but once you see your baby and hear those first cries. Nothing else matters. It’s ethereal stuff. I cried more than he did and for a longer time.
Where do you see the industry going?
I see a future filled with a lot of shitty sub-par work from people who have a Photoshop or a design app to make their logo, business cards, stationery, etc. It doesn’t worry me too much though.
Truly original work will still come from agencies, because we care about setting ourselves apart and maintaining a standard. What we face is the challenge of doing our work in a time frame that is as quick as this “competition”. The amount and pace of change happening in media, corporations, world affairs, social justice and technology just intensifies this more nimble, ninja like speed we require to stay in the game.
So I see a future where the way we work will be different. Designers accustomed to having weeks to do their work, will need to up the pace. It’s uncomfortable right? It won’t be the first time the industry has had a shake up - anybody used a font book, stock book or Letraset recently?
In the end, we will need to stay grounded in what we do best – connecting with customers. Being able to find the human truths and amplifying the emotional connection. This is what makes great advertising great. That won’t change.
Any links to any of your work? (Online portfolio, articles, blogs, YouTube, LinkedIn, etc.)
I am vchibba at Facebook/Google+/Twitter/Tumblr/Instagram (mostly food and kid posts here)/Skype/Gmail/Movember/fucking everywhere – almost.
PS: The mug on my head in my profile pic belongs to somebody else in the agency. I kinda claimed it and made it my own. They’re welcome to come swear me, punch me in the face or whatever. I’ll take the ass whoopin’ and I may apologise.