Interview
Shay Grinstein
Yugo & Art, Israel
Shay Grinstein incorporated his love for design and music into his career and has provided directions to companies globally.
1 Please give us a brief bio of yourself and your creative background.
My Name is Shay Grinstein, I
2 What made you become/why did you choose to become a creative?
I guess I always knew how to tell a story using both sounds and visuals and the fact that I
3 Tell us more about your business/company, job profile, and what you do.
Basically, Yugo and Art is a multidisciplinary creative agency, we provide a wide-angle perspective on design, meaning we help our clients tell their stories using visual solutions. My job, as a creative director, is to lead our team of designers find the right story before packing it with the visual wrapping.
4 What does “creativity” mean to you?
I always thought of creativity as a muscle you need to nourish and develop. Something that we all have, but, just like professional athletes
5 To you, what makes a “creative” idea and/or design?
I think it
6 Tell us about your creative and/or design process.
Since we are a business-oriented studio, and not just
7 What's your favorite part of the creative process and why?
In every successful project, there is a fraction of a second that you understand that you nailed it, that you were able to tie all the loose ends
8 Describe your creative style and its main characteristics.
Clean, Minimal, Humoristic, Functional - Story Driven.
9 Do you think your country and its cultural heritage has an impact on your creativity process?
I think that the fact that my country is multicultural, one that combines rich history with modern living had a large impact on me as a creator, shaped me as a designer and helped assemble my studio
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?
It
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?
Urban Playground is a brand-new entertainment concept of the competitive socializing global trend. Located in Manchester, UK and act as an in-door venue for young adults. Our studio was hired to create the brand strategy and visual communication through all visitors
12 What was the biggest challenge with this project?
The combination of playground and adults, mini-golf and alcohol, not necessarily sounds like an exact match, so the biggest challenge was to create an adult visual language that will appeal to our users and position the brand as a leader in his field.
13 How has winning an Award developed your practice/career?
Any kind of award can spice-up your resume. Winning an international award, such as
14 What are your top three (3) favorite things about our industry?
1. The freedom to experiment 2. The diversity of opportunities 3. The Globalization
15 What makes your country specifically, unique in the creative industry?
I think, that in general, we are very creative people. Our history and day-to-day life taught us to think fast and to adjust.
16 Where do you see the evolution of creative industry going over the next 5-10 years?
Since technology is allowing every freelance sitting next to a computer in a small coffee-shop, create amazing visuals; the storytelling, the idea behind the image, is going to be way more important than its esthetics
17 If you were a student entering this industry or an aspiring MUSE Creative Awards submitter, what advice would you give them?
Play with it, have fun.
18 What resources would you recommend to someone who wants to improve their skills in the creative industry?
Keep your eyes open, amazing design surround us everywhere we go. I know it kind of a clich
19 Tell us something you have never told anyone else.
I had the same mousepad with me for 20 years! (Just for luck) It even traveled with me when I worked overseas
20 Who has inspired you in your life and why?
My parents had an enormous impact on me, as a person, as a father and as a creator.
21 What is your key to success? Any parting words of wisdom?
It
22 Do you have anything else you would like to add to the interview?
Thanks for having me.
