1First, tell us about yourself, your company, job profile, etc.
CRENEO is a design agency headquartered in Dusseldorf, Germany which I founded in 2009. I had previously worked as an Art/Creative Director at various agencies. We fulfill customer jobs with a small, fixed team and the support of our external specialist network for special requirements. Within our team, I have the role of Creative Director as well as handling our strategy and conception.
2Tell us a bit about your business and what you do.
We develop, design and strengthen brands. To do this, we work in a holistic and interdisciplinary manner. Our areas of activity are brand strategy, brand design, and brand communication. Our customer spectrum ranges from large and medium-sized companies to small start-ups. Our aim is always clearly defined: strengthening brands.
3Congratulations! As the winner of the 2018 Muse Creative Awards, what does winning this award mean to you and your team?
First, we would, of course, like to thank the judges and the MUSE organizers. Without their support, there would be no MUSE award and thus no platform for our accolades. For creatives like us, these awards naturally also act as an external, neutral confirmation of the quality of our work. Especially as everyone knows that a lot of output is left behind on either side of the road, discarded and/or revised during the creative process until it eventually becomes an end result which satisfies the customer as well as the agency. If the work is then also recognized positively by users, then we’ve achieved a great success. An award from specialist judges then pushes this positive feeling to the extreme.
4Where do you see the evolution of creative industry going over the next 5-10 years?
Even in this age of digital transformation, the core values of successful work consist of established processes: starting with profound micro and macro analyses, followed by a carefully considered strategy, working out a coherent concept, developing the creation, implementing it, and of course, an evaluation as a monitoring step. Needless to say, the tools, channels, increasingly complex target groups and so on are always changing. The pace for developing adequate results has also increased – but in my opinion, the core of the work processes remains the same.
I believe that the future holds many more challenges for the creative economy. For me personally, as an open and curious person, this is very exciting. I also see it as an opportunity. You just have to have the courage and get involved with the constantly evolving circumstances.
5Who has inspired you in your life and why?
A specific person doesn't come to mind. In truth, my inspiration comes from my environment and my personal lifestyle. As I have been an active graffiti artist for over 25 years, the entirety of this culture has had a huge influence on my understanding of creativity. But also everyday things in my environment serve as personal inspiration sources. For example, fashion, art, situational comedy, aromas, mimic art, a special interest magazine involving a topic with which I do not identify, music, architecture, people from different cultures.
6If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Passion. Tenacity. Flexibility. Curiosity. Independence. A thirst for knowledge. Openness.
7Finally, what is your key to success?
Having the talent to always find the right opening.