Under the Hood with… Logan Bradley, Creative Director at Curative
Ahead of our next online Under The Hood event on 6 July, we learnt more about one of our speakers, Logan Bradley, creative director at Curative.
Along with having a background in multimedia design, independent fashion, film production, and social work and an expert eye and contemporary aesthetic that has been responsible for many awarded campaigns across NZ and Australia, we hear Logan can also whip up a pretty decent batch of marmalade.
To register to attend the online event, click here.
Can you tell us a little bit about who you are, what your background is, and how you first got started in the industry?
I’m the creative director at Curative, an agency that uses creativity to address inequity and injustice in Aotearoa. We’re about inspiring social change and work with partners and clients across the country to try and bring that about.
I went through Elam in the early 2000’s transitioning from there into film, and then into fashion working as an accessory and menswear designer for clients across the Asia-Pacific region. I then did a strange U-turn into youth work in both Auckland and London. My first foot into the design industry was with an agency called Brandspank working primarily on broadcast branding. That was a great space to encounter branding at its fullest, working across graphic, web, motion, moving image and 3D.
What project will you be presenting in Under the Hood?
We’re presenting a rebrand we did for Youthline, a well-known youth wellbeing brand in Aotearoa.
What was the most challenging part of the project and what lessons did you draw from it?
As per everything from last year, lockdown definitely featured as a challenge as it happened right when we were at the insights and development stages of the project. However the biggest challenge was having a major partner come on board as a principal sponsor, completely disrupting the visual language that had been developed to date.
Was there an ‘Aha!’ moment in the project when things clicked and fell into place?
I think because of those disruptions, that aha moment never really happened. It was more like a long, slow burn!
Now that the project has finished, what are you working on?
A lot! We’re about to deliver a major piece for the Vodafone Aotearoa Foundation, telling the story of the foundation and marking their 20 year anniversary. That project covers web, cell animation and moving image and has been fun to be a part of. As well as that we are working on branding and storytelling for an exciting programme surrounding young people’s relationship with alcohol and other drugs, a nationwide recruitment campaign for the health sector, and a major project with the disability community.
What insights to your methodological approach or philosophy can you give us?
I think what I try to concentrate on is that single core concept that can then be articulated through a clear visual approach. Once that’s been found it’s about refining it to its simplest form.
Outside of work hours what creative projects and/or hobbies are you involved with?
Look, nothing creative – eeek! But I’m into preserving and just nailed my best batch of marmalade in years.
And finally, where to next for you? What areas of your work or personal development are you hoping to explore further?
Storytelling has always been a major part of the creative work that I’ve been involved in, but I guess it’s only been in recent years that I’ve explored it through traditional cell animation. It’s been a really beautiful way to bring someone’s story to life with all the nuances and inconsistencies that can be explored with the technique. So keen for more of that – even though it’s insanely time consuming!
Register and join in for our online lunch time Under the Hood event on 6 July at 12:15pm – click here. Can’t join the session live? All registered attendees will receive a recorded version of the event to watch on their own time.