Cre­ative Benj Smith’s ideas-led print pack­ag­ing

With his pas­sion for ideas-led brand­ing, Ben­jamin Smith's print and pack­ag­ing de­signs come to life

Computer Arts - - Contents -

“I wanted to hit the ground run­ning by the time I grad­u­ated from uni­ver­sity,” says Ben­jamin Smith, brand cre­ative at Manch­ester-based ad agency Squad Ltd. Hav­ing al­ready in­terned at some of London's top agen­cies, in­clud­ing Some­One and Lan­dor, to­wards the end of his graphic de­sign de­gree, Smith's ex­pe­ri­ence led to him se­cur­ing a full-time job straight out of uni.

“I was im­me­di­ately given a project to man­age for the Great North­ern Con­tem­po­rary Craft Fair,” Smith re­veals. “I had to man­age the print and art­work, de­sign ev­ery­thing, li­aise with the clients and even work with London-based still life pho­tog­ra­pher Kevin Sum­mers.” Just a few days later Smith was be­ing handed leaflets he'd de­signed at the train sta­tion and he ad­mits, “it's a great feel­ing see­ing stuff you've worked on out in the real world.”

Smith sees his multi dis­ci­plined ap­proach to de­sign as es­sen­tial in the pro­fes­sional de­sign space. It's im­por­tant, he says, to not stand still. “I ex­per­i­ment and re­search new skills – type de­sign, gen­er­a­tive de­sign, as well as 3D. I dab­ble in lots of ar­eas, which I think is key to be­ing cre­ative.” www.benj-de­

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