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OliOMG Creativepool 2018 Branding Award Nomination by Oliver Craddock

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I am thrilled to announce I have made the shortlist for another Creativepool Award! Last year I picked up gold for Best in Graphic Design 2017, so its a real honour to get nominated two years running. This time around my work for Rabbit Rabbit Comedy is up for a Branding Award. Having had a look around this is a tough category, and its up against some amazing work from other designers. 

We'll find out who wins at the Creativepool Annual launch on 5th April 2018. In the meantime, you can have a look at all the shortlisted work in the link below.

OliOMG wins Best in Graphic Design at the Creativepool Awards 2017 by Oliver Craddock

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This week I picked up Best in Graphic Design at the Creativepool Awards 2017. To say Im delighted and over the moon would be an understatement! This is the first time I have ever won an award and it seems a fitting way to mark my 10th year as a Graphic Designer.

This year has been the busiest Ive ever had as Ive diversified from working in the Toy Industry to also the Live Entertainment Business. Which in a funny way is where I started. Those who know me will remember I started out making flyers and posters for my band using scissors, glue, and the 2p-a-sheet photocopier in Boots! A lot has changed since then, but to be recognised for your work amongst some of the biggest brands and agencies in the country when you are an entirely self taught freelancer, is all pretty mind blowing.

Still in the wrapper like a brand new iPhone. Its a designer thing.

Still in the wrapper like a brand new iPhone. Its a designer thing.

It would be wrong to sign off without mentioning a few people, so firstly if you voted for me then thank you very much. I have no idea if I won by public vote or judge's choice in the end, as my award and the book say something different! Also a big thanks to the client and everyone at Kilimanjaro Live for asking me to work on such a cool project, the patience and time they gave me, and for generally just being awesome. You can read about the inspiration and ideas that went into it all on Creativepool, but if you want the Peter Saville/Factory Records version of events you can always buy me a beer! Last but not least my family and my girlfriend for their belief and support. You cant not thank them when you win an award because "themz the rulez!".

Still in the wrapper like a new iPhone.
The winning project.

The winning project.

Before I disappear back to my new life of Limousines & Champagne (Im doing my accounts ugh), my good friend Oli Keane also picked up an award on the night for his work in Animation. I remember him showing me that project on his phone back in December and my eyes literally popped out of my head. His win is thoroughly deserved, and it made an already great night even better.

The Secret to Steve Jobs Success by Oliver Craddock

And what all creatives can learn from it.

A little while ago I was going through some old Steve Jobs interviews on YouTube when I found one that stood out. The video involved one of his own developers insulting him on stage before a crowded room of people. In 1997, Apple ditched 7 years of work on something called "Open Docs" technology. This infuriated a lot of the people who had been working on it for a good deal of their life. After all, they believed in the platform and couldn't understand why it got cancelled.

The interview itself is pretty awkward. But Steve Jobs response is brilliant. He compares the situation to the first Laser Printer Apple developed. It was full of ground breaking technology for the time. Apple Talk & Adobe Post-Script software to name a few. But when Jobs first saw a print out he held it up and thought, "This is all we need".

Imagine the number of people who worked on creating that printer. On all the different technologies both hardware and software. The hours that went into it. Anyone in that industry would assume that those things combined would be enough to sell it. But Jobs thought otherwise. He knew that real people don't care about those types of things. He knew that all you needed to do was hold up a print out, and people would think "wow".

It may seem trivial to think about the printer now. But you can see the same thought process repeated across all the products he worked on. The iPhone being the obvious example. How many people who bought one actually cared how they'd made the screen the keyboard? Pinch to zoom, swipe to unlock. It just made sense. It felt like that's what phones should've been like all along.

There's a lot a designer can learn from the way Steve Jobs thought. Real people don't care about flat design, kerning or your use of a touch screen wacom tablet. Yes, of course those things are important to us. But sometimes we can lose sight of the bigger picture. We can overcomplicate it and forget that this is not about us and what we do.

Next time you sit down with a new brief have a think about what Steve Jobs said. Reverse the process. Think more like "This is how we'll sell it, now how do we make it?". Rather than "This is what we'll make, now how do we sell it?". If you always follow that trail of thought, how can you ever go wrong?

It's like Steve said, "You've got to start with the customer".