Firm: Cubic, www.cubicstudio.co.uk
Location: Nottingham, UK
Follow: @wearecubic
Specialties: branding, digital
Headquartered in the town that is famous for its connection to the Robin Hood legend, the designers at Cubic have been busy at work bringing their own fair share of stories to life for more than a decade. The firm works with clients such as AMEC, The Art Fund, Thorn Lighting and Youth Music and says of the work they do, “We believe that creative excellence is the cornerstone of successful branding; that practical can still be beautiful; that design thinking should always be rigorous, relevant and refreshing; that you learn an awful lot by listening; and that cutting corners usually leads to a dead end.”
Tell us about one of your favorite projects.
Borderfields: We created a new identity and packaging for this emerging British rapeseed oil. The vision has reached the supermarket shelves without the design being compromised. The feedback on the creativity of this project has been superb. In 12 months, the sales have gone up more than 90 percent, too. All these things make it all very worthwhile.
If you had one “mantra” or “motto” when it comes to design, what would that be?
We believe that creative excellence is the cornerstone of successful branding; that practical can still be beautiful; that design thinking should always be rigorous, relevant and refreshing; that you learn an awful lot by listening; and that cutting corners usually leads to a dead end.
What is one of your favorite things about living and working in Nottingham?
The city is harmonious and crime-free.
What do you foresee or hope for the future of design in the UK?
Britain will always be a hub for creativity: music, film, art, design. We are quite good at it.
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