"Embrace curiosity, check your ego at the door and foster collaboration", A day in the life of design director Sandra Reynolds

Sandra Reynolds design profession started when she was requested to design a poster for a good friend’s occasion, and it is snowballed since then. She’s labored throughout a spread of tasks and disciplines, together with branding, exhibition design, signage, editorial, movement, enterprise improvement, technique and internet improvement, and is at the moment design director at international model expertise agency Sigel+Gale. 

She’s just lately been concerned in tasks together with the rebrand of the US Army, for which she gained a Red Dot Award, and utilizing AI to design sea creatures for Microsoft. I caught up along with her as half of our Day in the life sequence…

Tell me a couple of typical day in your position

I normally get up at 6am and go exterior for a run earlier than commuting into Siegel+Gale’s workplace in downtown NYC. Since we’re at the moment hybrid, I’ll e-book my seat and arrange my desk. Some days is usually a blur of back-to-back calls and conferences. At the finish of the workday, I pack up my issues and head again residence, the place I’ll put together dinner earlier than spending time on my work. Then rinse and repeat!

(Image credit score: Siegel+Gale)

Which mission are you the most proud of and why?

As a European, I’m very proud of the U.S. Army’s model identification. My love for historical past, notably World War II, amplifies this sentiment. Reflecting on the organisation’s historic impression in Europe and the sacrifices made by troopers for freedom fills me with a deep sense of satisfaction in being related to it.

US Army rebrand

(Image credit score: Siegel+Gale)

Tell me extra about the US Army mission

I collaborated carefully with Jason Miller, the inventive lead on this mission, who developed into each a mentor and good friend throughout the model improvement. Given the U.S. Army’s recruitment challenges and perceived disconnection with youthful generations, our goal was to showcase the various alternatives it affords.

What struck me most was a renewed appreciation for the Army’s multifaceted advantages, spanning training, careers, well being, self-discipline and extra, actually making a constructive impression on younger lives. In the design part, our strategy centered on bringing to life the distinctive components already inherent in the Army – from the color scheme of Gold, Black and Green to the iconography rooted in actual Army objects and ideas. 

I’m additionally proud to see the mission win honours, together with the Red Dot Grand Prix, and seem on a number of ‘greatest rebrands of 2023’ lists.

AI generated images of sea monsters

(Image credit score: Siegel+Gale)

You just lately used AI to design sea creatures for Microsoft – how would you want to make use of AI in the future?

AI has turn into indispensable in the design trade, revolutionising varied facets of our workflow. It excels in automating repetitive duties like picture retouching, resizing and file organisation, releasing up my time for each the inventive and strategic facets of design.

With the introduction of new AI instruments, I’ve built-in them into ideation processes, quickly exploring inventive concepts that may be time-intensive in any other case. 

I believe AI is useful and will proceed to open doorways for brand spanking new varieties of exploration.

AI generated images of sea monsters - postcards

(Image credit score: Siegel+Gale)

What makes Siegel+Gale totally different from different companies?

Siegel+Gale is a worldwide model expertise agency, and we’re sometimes called The Simplicity Company. For over 50 years, Siegel+Gale has championed simplicity for main firms, non-profits and authorities organisations worldwide, together with CVS Health, HPE, the Y, SAG-AFTRA and the IRS.

From my expertise at Siegel+Gale, we’re devoted to capturing the essence of our shoppers with a easy, simply communicable concept. We obtain this by means of a course of of distillation, guaranteeing an genuine illustration that permeates the whole lot we create for them.

While it could sound simple, reaching this stage of simplicity and authenticity is, in reality, one of the most difficult facets of our work.

artwork by Sandra F Reynolds

(Image credit score: Sandra Reynolds)

Tell me about your early profession – how did you get your first design gig?

I’m from Porto, Portugal. My design profession started when buddies from the Architecture School of Porto requested me to design a poster for one of their well-known Barbecue events. This marked the starting of collaborations with college students, college and structure studios.

artwork by Sandra F Reynolds

(Image credit score: Sandra Reynolds)

What profession recommendation would you give your youthful self?

My recommendation can be to embrace curiosity, check your ego at the door and foster collaboration. 

artwork by Sandra F Reynolds

(Image credit score: Sandra Reynolds)

What’s your dream mission?

As a soccer fan—I imply, soccer—I might love the alternative to design for a membership or soccer organisation. Perhaps even tackle the problem of reimagining Cristiano Ronaldo’s model, CR7. That can be unimaginable.

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