FIGARODIGITAL.CO.UK
RECRUITMENT
How will your role as Creative Director differ from your role as Senior Designer? I’ve been lucky enough to have a very smooth transition into my new role as I worked closely alongside Kyp’s previous Creative Director. Working more closely with our marketing team on internal and external strategy will be a key difference from my previous role as we combine our efforts to ensure that Kyp’s creative development coheres with our overall marketing strategy.
Which aspects of your new role are you most excited about and why? I’ve come into this position at a very exciting time for Kyp. We are in the process of positioning our creative and digital marketing solutions as well as updating the overall look of Kyp, which our Head of Marketing and I will spearhead. I am excited to head up creative for such a fantastic range of print and digital solutions.
THINK GLOBALLY BUT ACT LOCALLY”
Kyp is a global company – how do you bridge the gap between global business strategy and creative to maintain a level of brand coherence? The most important thing is to think globally but act locally. We have developed a global brand which carries Kyp’s core principles at the forefront. However, we understand that we need to continuously tweak that to accommodate the needs of our individual territories, and this is portrayed clearly in our creative work. Another key factor is strong communication and an open arena for ideas and brand development. By working closely with
our marketing and business development teams, I can develop our
CHRIS DORN at KYP
as I think the communication channels are fluid and we have more creative freedom. Alternatively, it’s highly advantageous to work with marketing agencies because they can integrate Kyp digital solutions into a variety of marketing campaigns and across multiple vertical markets. One day we could be working on solutions for local government and the next, for a global automotive manufacturer.
Has working in a digital agency influenced your creative development? Since joining Kyp I’ve worked across a range of digital and creative projects, both internally and for some great clients. I had a bit of a rude awakening during an interview with a digital agency in Amsterdam some years ago, when I was told that my background in print was leaving me in danger of becoming a ‘designosaurus’. Possibly slightly biased insight from this passionate creative director - but it did reasonate. When I began planning my move to London I knew that continuing my creative
development in an agency with a strong digital offering was essential.
Chris Dorn is Creative Director at digital agency Kyp. Before taking on his current role he served as Senior Designer. Chris gives Figaro Digital a guided tour of his world
creative strategy to reflect their needs, whilst ensuring it ties in with our overall business strategy.
Kyp collaborates with both agencies and clients directly – is there a domain that you prefer working in? There are of course differences between both domains but I find they tend to balance each other out in the end. I find it rewarding working with clients directly
66 issue 17 may 2013
You must spend a lot of time assessing great levels of detail – how do you blow off steam? Maybe I’m a bit strange, but it’s actually the great levels of detail that I love about design but, for me, snowboarding has to be my favourite way to blow off steam. Then of course, there’s golf. I spend a good proportion of my weekends walking the Nottinghamshire countryside trying to keep the dream of playing in the Ryder Cup alive. Four hours of fresh air in the country tends to blow away the week’s steam.
kyp.com
ARTICLE JON FORTGANG
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