Interview
Arketi Group, United States
Jason Andrews is the Studio Director for the Arketi Group, and has captured multiple awards in the MUSE Creative Awards, including a NYX Platinum Winner with Qrails!
1 Please give us a brief bio of yourself and your creative background.
Jason Andrews, Studio Director for Arketi Group, has more than 13 years of experience helping organizations conceptualize and activate communications through design. He is a master at executing comprehensive visual campaigns that encompass both print and interactive solutions with a focus on strong user interface. His experience includes working for large traditional advertising agencies and public relations firms specializing in internal communications and B2B technology. Along with launching internal communications campaigns for several Fortune 500 companies, he has received multiple MarCom, MUSE, W3, Ragan and Communicator Awards recognizing excellence in strategic marketing and communication across digital, video, print and more. Jason graduated with a bachelor
2 What made you become/why did you choose to become a creative?
Early on in my studies, I aspired to be an animator. During my time at Miami University, however, my perspective shifted, and I found myself drawn more towards graphic design. That was one of the reasons I majored in interactive media and graphic design. I viewed it as a pathway to further my interests through a similar medium, while expanding into a broader skillset. Over time, and especially after my senior thesis, I concluded that creative design was where I wanted to focus my attention. Translating others
3 Tell us more about your business/company, job profile, and what you do.
In my position as Studio Director, I oversee Arketi
4 What does “creativity” mean to you?
Creativity, in my view, is the visualization of a concept or idea. It is the ability or process of taking a message and elevating it beyond just talking about it to showing. I like to think of the saying:
5 To you, what makes a “creative” idea and/or design?
At the core of any creative idea or design is a reason or purpose. Those reasons are varied, but in my work, they generally come down to specific objectives around increasing revenue, driving audience attention or capturing share of voice. Truly creative ideas take those objectives and translate them into a visual format. Some may work, some may not. Still, the creative process is all about figuring out how to at least attempt to advance those goals through a visual medium. And, once it is out there for the world to see, adjustments can be made based on your audience
6 Tell us about your creative and/or design process.
For me, it
7 What's your favorite part of the creative process and why?
My favorite part of the creative process is the challenge
8 Describe your creative style and its main characteristics.
I would describe my creative style as logical, process-driven and structured but adaptable. Any decision I make throughout the design or creative process is informed by a specific reasoning or idea. Inspired by the Bauhaus movement
9 Do you think your country and its cultural heritage has an impact on your creativity process?
Being born and living in the United States, you
10 Congratulations! As the winner of the 2022 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?
My first thought when we received this recognition was how proud I am of the team we
11 Can you explain a bit about the winning work you entered into the 2022 MUSE Creative Awards, and why you chose to enter this project?
One of the reasons we entered for a 2022 MUSE Creative Award was to shine a light on the creative we produce for clients and our organization. We
12 What was the biggest challenge with this project?
Our biggest challenge with QRail
13 How has winning an Award developed your practice/career?
I wouldn
14 What are your top three (3) favorite things about our industry?
#1 The freedom of expression. Good, bad or in-between, whatever creative we produce, it
15 What makes your country specifically, unique in the creative industry?
Two factors make the U.S. unique: #1 The amount of funding going into branding and creative work. It
16 Where do you see the evolution of creative industry going over the next 5-10 years?
It can feel clich
17 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
The best advice I can offer is to be able and ready to take criticism and build upon it. You
18 What resources would you recommend to someone who wants to improve their skills in the creative industry?
Taking part in global forums like Creative Mornings or creative conferences like Adobe Max and Creative South can allow creatives to gain a different vantage point and remain aware of new trends and programs in the industry.
19 Tell us something you have never told anyone else.
Our Studio has a secret Spotify playlist that we share. We like to call them
20 Who has inspired you in your life and why?
I would say all my past creative directors and mentors have inspired and molded me in some form or fashion. One that stands out to me is Rory Carlton, Arketi
21 What is your key to success? Any parting words of wisdom?
My biggest piece of advice is to always be willing to learn and grow. This is a field where you cannot be complacent
22 Do you have anything else you would like to add to the interview?
Not to belabor the point, but it
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