Veronica Ditting

0:12Hello thanks for having me thanks for the invitation and for the great talks before.

0:17So I'm yeah as Alex was saying I'm a graphic designer and creative director also sometimes called a director whatever that means this I think a lot of different that's relations of that but first I'm going to show you a few slides kind of showing what my studio works on and types of in terms of projects so my studio is based in Clerkenwell I was before that I was in Amsterdam for 10 years I'm German as you might be able to hear how far'd on Tinian and yeah. I was for 10 years and Amsterdam after I graduated from the Rietveld Academy I stayed there.

0:54I started my own studio and and for many years I was commuting back and forth between Amsterdam and London already and working on a gentle magazine and other projects here in London. And now we're in Clerkenwell. And in total six people most projects we work on are very editorially driven so some of them might be a really editorial project like a magazine or a book some others might be a visual identity like we're seeing or we just so-now and but the approach of of the studio is again very editorially driven so whenever I also work on a visual identity it's not just about form but it's kind of about the dialogue between me and collaborators and trying to also kind of create a team around a ranter whole project.

1:50So it might be it might be for example that I art director shoots it might be that I suggest through someone who to work with in terms of editorial or writers or sometimes there's already someone involved in the project. So it's always about kind of I was say that my work is really about a dialogue between yeah form and creative director and and photography and language so next to the magazine x2 the running the studio I direct the general magazine and the magazine as you're probably aware of this yeah women's magazine with a very strong link to fashion. And it comes out twice a year we're based here in London quite close to my studio it's a containment of works are very convenient and I get quite often asked how many people we are because a lot of people always think that were maybe about 50 people who are kind of behind a magazine and it's actually a very small team who comes together and and is involved in kind of the creation of the magazine so penny Martin the editor-in-chief me our fashion director Jonathan and a editorial team and then during production there's also design team working on a magazine and this is the latest issue which just came out a few weeks ago if allison janney oscar-winning actress on a cover and then just images from from back issues where you know we as a team are still kind of wondering about the last little : sort of : or sort of em - which obviously that whole part of making the magazine I haven't really talked about.

3:38But it's it's quite it's quite collaborative in that sense as well we really discussed everything how long the headline is and so on.

3:46And then the great thing with magazine is obviously that you get a lot of because I do a lot of like very small projects as well and with the magazine of course it has such a wide reach that you get a lot of feedback and funny pictures from readers or contributors so for example on a bottom left a friend of mine who spotted it at her local magazine shop between the sex magazines but yeah that's basically it so thank you so much [Applause]