A Virtual Cuppa with…ikon
We love great design here at Seed and so it's always good to catch up with other design agencies and in other sectors, as it always gives us new ideas too! We recently caught up with Alex Colley at ikon, here's what he had to say...
Tell us a bit about your back story?
I started at a global engineering consultancy for 5 years which wasn’t the ideal job for me but it was brilliant in a sense as no-one was spending the training budget so I think I went on anything I could, from the Adobe Suite to rendering like 3D Studio Max to short illustration courses at St Martins. It gave me time to experiment and a good grounding in graphic design, photography and illustration.
I got fed up when the recession hit not being able to find a job in an agency and was going to leave but decided to push for a 9 sabbatical. They allowed it so I travelled the world with my wife to be.
When I got back, I came back to job for a few months then they made me redundant. That pay-out was enough to become an independent designer so it couldn’t have worked out better. Since then, it’s been evolving ikon into an agency putting quality of work and quality of client first.
Why did you set up ikon?
Whilst being independent and topping up funds as a freelancer, I worked in a number of agencies for short periods and didn’t really like the way things were done. Meetings for meetings sake, producing 3 full routes where 2 would be wasted. It felt so inefficient. That, and I hate being told what to do and I wanted to try and design how I wanted to live my life on my terms. That’s where our strapline comes from, ‘design knows no boundary. Using design to push boundaries of what is possible but not just in work, in how you design the life you want to live.
Who is it for?
The theme that runs throughout ikon is, design for businesses or brands looking to speak with affluent audiences. Also, working with clients who have a strong appreciation of design. We typically work in the luxury sector across fashion, property, design and automotive.
What are you most excited about in design this year?
I am most excited about brand strategy being so in demand. A recent Gartner study showed a CMO’s biggest marketing challenge is their brand strategy. Brands are having to adapt and that means future-proofing and often that will lead to rebrands to ensure they are heading in the right direction for the coming years. Having the ability to help set a new direction is one of the most exciting parts of what I do.
How are you making a difference?
I feel ikon is making a difference in giving businesses a confidence in how they present themselves to the world. The two principles that run through the work are simplicity and elegance and that’s what helps people cut through the noise out there to get noticed and grow their business. Keep it simple and make it beautiful. Other than that, the more ikon evolves, the more selective I can be with future clients and I would love to bring in a more socially conscious edge. For instance, working with electric car brands who are pushing technology for a greener future, or fashion brands trying to look at being more sustainable and think more about a circular economy. Design for good. I think some studios don’t really care who they work for but ikon is all about promoting great design so nothing fast. No fast fashion or fast food. It’s a built to last mentality. Buy more things that you have an affinity with that lasts. A less is more approach and that’s how I like to design.
What brands do you admire most right now?
Admire is a strong word. I have more admiration for people rather than brands and there tends to be a theme, they are all a bit rebellious. I think that’s probably more interesting to people than brands. So people like Grayson Perry and Daniel Arsham with art, Hunter S Thompson for his craziness and writing ability. Philippe Starck who is utterly bonkers but his design work is so original and iconic. I admire rebels who have a vision, choose a different route and make it work.
If you could have a virtual cuppa with anyone who would it be?
That is a good question. I would have to say, one of my graphic design idols Johnathan Barnbrook. He’s probably not the most well-known but I always remember hearing him do a talk and he was a bit of a rebel at the Royal College of Art and ended up turning down Coca Cola once he had a studio on ethical grounds. It takes real integrity to do that and I love all his political work he did outside of his commercial work.
Find out more www.ikon.london