So Aneka, what were you doing before FPCG?
My background has always been in advertising. Before I joined Ferrier Pearce Creative Group I was working with a leading international newspaper company, where I created global campaigns for a variety of companies. The role was really challenging and definitely helped me develop my skills as a lead designer. Every time a new campaign was created we had to make sure that it captured the attention of our audience and had a clear and consistent brand narrative that related back to the newspaper’s activity. Our campaigns also had to be easily translated across multiple locations and languages. The role enabled me to move into print and digital design for leading clients across the luxury, lifestyle and property sectors.
What's the best thing about what you do?
I’m really passionate about idea creation, and I love that sometimes the best ideas can stem from something so small. I love the challenge of building a visual language and creative strategy that can work across various touch points, and (of course) I’m focused on making strategic solutions look good too.
What do you think makes a brand?
I think it’s about setting the tone, telling the story and delivering ‘the dream’ as a reality that people can realistically reach. I think that applies to any sector, product or service. I love that more and more brands are seeing the real value of good design.
Tell us about one of your work highlights
In my second week I had the chance to work on a pitch project for a new property client. I created the branding from scratch and helped deliver the pitch with the team, and we won! I’m looking forward to seeing the development launch soon, and seeing all the collateral we have designed come to life.
What brands do you admire?
There are quite a few brands that I think are really on the ball, engaging with their audiences through various mediums and not just focusing on selling their product or service, but speaking about the world around us. One brand in particular that I always go back to as setting a high standard is Nike. In their latest campaign, Serena Williams is speaking about women in sport and drawing on some really compelling ideas that not only champion the accomplishments of female athletes, but evoke a movement and clear call to action, telling viewers to “Dream Crazier.” Check out the 90 second video - everything about it is really powerful, from the imagery and script to the music: https://www.youtube.com/watch?v=whpJ19RJ4JY
If you could only suggest one thing for a brand to focus on what would it be?
Know your audience and learn how to speak in a (visual and written) language that resonates with them. There are lots of brands at the moment that are really taking the time to understand how they behave and interact with their customers and even internally with their employees, and I think that’s so important.
I don’t read as much as I would like to, but I’m currently reading Shantaram.
A ginger biscuit, especially when it’s dunked in a cup of tea.
Top advice you've ever been given?
For any tough decisions just think: what would Tom Ford do?