Fred's Three's

I had the amazing opportunity to attend a at UCA by Fred Deakin. Famously known for his collaboration with Nick Franglen as the electro-pop (don't kill me) group, Lemon Jelly. Fred is also one of the founders of Airside Studios here in London; who produce some of the most talked about info graphics in industry.

Fred is a balls-to-the-wall no BS kinda guy with an enviously tenacious manner who readily divulged his industry secrets and experience. Pretty fucking rare if you ask me. His experience as a designer and his beliefs on what & how things should be struck a cord with everyone in the room. Reminded me of my early days coming out of Saatchi with a bitter taste vowing I would in some way crush their nuts with the same mantras as Airside.


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Fred's Threes:
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Here are some of things he left behind:

Give people thrills; increases your bond with your fans.
Jobs that you do are your career.
Cherry pick your best assets and run with them.

Mission Statement :

Blow people's mind, have fun, make money.

If you could take anything away from the talk it would be :

Fly a lot of missions - Be open to try everything..
Do it Yourself!!
Collaborate

Change A Reputation

I would have never guessed that I would be lecturing in my life - Let alone for a bunch of MA students who are about to embark on their 3rd pivotal brief. This is where they get to pitch their revamp of a product to Design Bridge in London.

I'm going to let them in on some of my experiences winning this brief and some key insights to get some ferocious, cut throat designs out on the table.