In this series, we ask Imagination talent all about the experiences that have made them who they are. This month we spoke to Toby Clarke, Graphic Designer from our London studio.
A bit about me…
A South-East London faithful, but an evacuee from the concrete jungle of Milton Keynes. My brain is filled mostly with pointless historical facts, and I’m obsessed with everything from the Bauhaus teachings to analysing smog-ridden London brickwork and Georgian architecture.
My weekends usually involve being a punter or playing at Northern Soul all-nighters, so I could probably add “vampire” to the list, too.
Basically, I’m into anything from a bygone era… To quote Wes Richardson (Creative Director), “an analogue man in a digital world”… Make of that what you will.
The creative experience that has influenced me the most…
I think the experience that always stays with me is spontaneously seeing David Byrne’s American Utopia live in New York, whilst on a solo trip, actually following Bob Dylan around on tour (I know, what year is this?).
The show blurred the line between concert and theatre: a bare stage, a fully wireless band moving and dancing as one, and songs reimagined through rhythm and choreography. Its stripped-back production was quietly motivating, proving how powerful clarity of idea can be without spectacle.
I’ve always admired David Byrne’s creativity and the freeness with which he expresses himself, and seeing that so openly embodied on stage has stayed as an inspiration with me since.
My industry hero is…
Dieter Rams and his iconic work for Braun and Vitsœ. A true pioneer of the “form follows function” philosophy, stripping away unnecessary ornamentation and keeping design honest, useful, innovative, and therefore long-lasting.
Rams’ work has influenced not only the practice of design, but also 20th-century aesthetics and culture more broadly. I always try to reflect on his “Ten Principles of Good Design” in every project I work on.
Anyway, to quantify his impact on design, just take a look at your iPhone or the computer you’re reading this on…
The piece of work I’m most proud of…
Branding Aggy Media for Alex Graham and his team was a real highlight when I was a newbie at Imagination. We used old Letraset transfers for the logo, scanned them in, roughed them up, then scanned them again to create an identity that felt raw, human, and disruptive.
The piece of work that makes me cringe…
Erm, I think every past piece of work cringes me in certain ways… But I actually think this is a good thing, if we are too content with past work, you won’t try and push yourself for the next.
The experience I wish I had created…
The Great Exhibition of 1851
Advice to my 18-year-old self…
Stop overthinking it, still working on this though.
What’s next?
Just cracking on and seeing where the next project leads!
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