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Filip Kleremark 95
Based in Stockholm, Filip
is very passionate about
work and has a hunger
for problems that need
creative solving. His
interests lay in digital
media and in the way
we interact with things
in our daily life. With his
design, he aims to create
solutions for brands that
engage, brands that also
believe in a better future,
brands that believe
commercial success
can be gained through
creativity. A natural
raconteur, he enjoys
telling stories people
want to hear and giving
the audience what they
might need, not what
they already have or
have seen before. People
react and interact with
good ideas, therefore the
framework of his ideas is
to create work that stays
alive, not campaigns
that are hot for just a
moment. Filip wants to
challenge boundaries
and constantly evolve
himself and the industry.
The ad of the future
won’t be an ad.
Filip Kleremark
www.kleremark.com
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96 1,000 Ideas by 100 Graphic Designers
251 ANALYZE THE COMMUNICATIVE PROBLEM. When
coming up with an idea I always analyze the
communicative problem fi rst and try to fi nd
solutions. Research is very important. I stay
updated in all different kinds of areas such
as fashion, technology, design, etc. I do this
through RSS blog feeds, I follow around 300
blogs and spend a lot of time online. I also
collect books, packaging, toys, and any other
interesting stuff I can fi nd.
252 I
DEAS CAN COME FROM ANYWHERE. The
creative process is so different depending on
the client and their needs. Ideas can really
come from anywhere. I don’t have a special
formula to follow, but it can be useful to change
environment sometimes, to get away from the
offi ce. I can get an idea while walking on my
way home, while sitting in the pub with some
friends, or in the middle of the night when I
can’t sleep.
253 Establish a good relationship between
you and the client.
254 Experiment with design and
typography.
255
It can be useful to switch
environment.
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Filip Kleremark 97
256 ALWAYS ADD A PERSONAL ELEMENT TO YOUR
WORK. I integrate my work across all sorts of
media. My background is in graphic design
but since the industry is changing I have been
doing interactive art direction lately. I love
Swiss design, and build my foundation on grid
systems, but I also experiment with layout,
color, and custom typography.
257 A
CROWDED MARKET FULL OF VISUAL NOISE. In
the case of a project for Rollerboys Recordings
the budget was limited so I could only use
one color other than black. This was a great
challenge. I wanted to do the covers in Pantone
colors so that they would look beautiful
together as a series with strong typographic
treatments following a strict grid. This way the
label stands out in a crowded market full of
visual noise, releasing records that you want to
collect in order to have the complete catalog.
258 F
REEDOM IS NICE TO HAVE BUT DIFFICULT
TO MANAGE. I have to admit that I’m a bit
unorganized. I can sometimes feel that it’s
hard to start working, I often fi nd myself awake
late and then sleep very late the following
day. But this is also the case with most of my
friends in the creative fi eld. I need structure,
the positive side of working for an agency is
having defi nite timetables.
259 A
N ONLINE PORTFOLIO IS THE BEST WAY TO
PROMOTE WORK. I think that an online portfolio is
the best way to promote my work since it’s so
diverse. It’s a lot harder to show motion pieces
through a traditional book or a PDF. Make
sure design blogs and other infl uential sites
are aware of your website. I feel that a basic
site that loads fast and has easy navigation is
recommended since people are generally very
stressed and need to browse your work quickly.
260 Believe in what you do, do what you
believe in.
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261 One project = one notebook.
262 One idea = one post-it.
263 The same result can be
achieved by ways simple or complex,
there are no rules.
264 Utilize Internet and the
social tools to exchange info (Google
reader, graphic design blogs, twitter,
etc.). I am an assiduous blog reader.
I eat RSS fl ow!
265 To make choices, to think of
several solutions and progressively
eliminate all but one, without giving it
too much thought.
98 1,000 Ideas by 100 Graphic Designers
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266 Set yourself up for minimum
organization; it’ll aid to create bases
of forms, colors, visual recurrences of
favorite subjects, and general graphic
elements. Typography is very important,
spend time choosing the right one.
267 Don’t be afraid of white.
Less rather than more.
268 Open eyes and observe—
observe and absorb. But learn the
limit, and know how to not be too
infl uenced!
269 One chocolate a day keeps
bad design away.
270
Multiply projects and carry them out
in parallel. An idea used in a project
can also be the solution for another
project. So, yes! Ping-Pong!
Florent Guerlain 99
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