Ahead of our next Under the Hood event, (May 26 @ 12:30 pm – 1:30 pm) we learnt more about one of our presenters: Peter Radich an accomplished commercial designer based in the Bay of Plenty. We spoke about Peter’s background, the catalysts for his founding PRD, his personal design philosophy, breaking up the work week, the work he is proud of and his favourite paper stocks which coincidentally are from our event partner G.F Smith!
I live in Papamoa in the Bay of Plenty after having moved here around 5 years ago for a change of scene and pace of life. In that time my wife’s home staging business has flourished and I find myself now moving furniture a couple of mornings a week.
In the early days I completed a one year design certificate, mostly as a lead in to a degree, but went straight into a working environment and this was really where I learnt my craft. I have been very fortunate to have great mentors, bosses and colleagues to learn from – across a huge range of specialities in both large and small design and advertising/marketing agencies. In some ways the best background for becoming a long term freelancer. Through these connections I have been able to work on some amazing projects with some really passionate peeps.
My personal approach isn’t always the most methodical and I like to be able to follow instinct and gut feel sometimes to see where this can go… although this is always balanced against being able to work on the finer details for intricate print production or taking the time to craft type and logos. My philosophy is around understanding that my designs need to have a purpose and that clients are often needing more than just what they think is wrong.
I think one of the main moments was connecting with Dave from Logick Print and being able to understand the capabilities and opportunities that we could play with in terms of paper function and effect as part of the overall concept. His knowledge, attention to detail and patience was what really held a lot of it together.
I am currently working on a number of brand and packaging projects for a diverse set of clients including a school and a skincare company. I have also completed a number of other projects in the honey category.
At the moment there isn’t a huge amount of downtime to indulge in other creative projects so a weekly quiz night with friends really helps to break up the week.
I am really enjoying where things are at right now, although with a son at university in Auckland and a few other things on the horizon, it is likely to change. If nothing else the last year has meant that change is always around the corner so being flexible is great. I love some of the intricate stories and printing within the liquor packaging category and would love to do more in this space but otherwise whatever the next design or creative challenge comes my way.