How would you introduce yourself?
I’m Will Shorrocks, Creative Director at Delight, lifestyle brand agency.
When did you realise you wanted to be a designer/illustrator?
I was always the kid in class who could draw well. I’ve always been inspired by art, design, fashion, photography, film, everything visual. I never wanted to do anything else.
Who have you looked to as inspiration throughout your career – how has this influenced your work?
Before I left school I was really into Pop Art and was also inspired by the record sleeves of Malcolm Garrett which lead me to study graphic design. It’s hard to say who’s been an inspiration throughout my career because it’s always changing. I’ve had my Peter Saville phase, Muller Brochmann phase and Paul Rand phase. I also think its important to look at other disciplines and have a broad cultural reach. I wouldn’t describe myself as a purist, if anything I’ve become more eclectic.
Tell us the concept and inspiration behind your designs for Strut and Fibre? Your hero or inspiration.
For my design hero I chose Herb Lubalin who amongst other great achievements collaborated with John Pistilli to create the font Pistilli Roman. When we first established Delight, we were looking for a font that would really bring the meaning of the word delight to life. At that time I’d been looking at the original pamphlet put out by Aaron Burns & Co. about Pistilli Roman and it felt like the perfect fit. Herb Lubalin described his approach to his work as Graphic Expressionism, a way of using design ‘to elicit an emotional response from the viewer’. At Delight we take the approach that the message dictates the style and aesthetic so its a philosophy that really resonates with me. Idea first and then design.
What do you see as the power of print?
Well back on that emotional tip, through print you’re able to communicate an idea through a physical, tactile experience. Something that will literally add depth, texture and feeling to your design.
Describe your typical working day?
Pretty varied. I don’t like being glued to a screen. We’re a multi disciplined agency and we wear a lot of hats. I like the full creative scope.
What advice would you offer an aspiring creative?
It’s great that there are so many design blogs around now but I think its also very easy for aspiring designers to get trapped in current trends. Trends are important as a confirmation of the zeitgeist but its the work that has originality and a unique perspective and that always stands out.
What’s been your favourite project you’ve worked on recently?
Of course I would have to say Strut and Fibre. It’s always a rare opportunity to get to create a brand from scratch. The re-brand and website we’ve done for White Line Hotels has been a good one. Having a client who is committed to excellence always inspires us to do our best work.
Why should you own a good business card?
I don’t think business cards are valued enough. It’s funny when people are slightly embarrassed or apologetic about their card, it’s a bit like a sloppy handshake. A good business card should embody everything you want to communicate about yourself. When you have a good card it’s always noticed.
Supermundane (aka Illustrator Rob Lowe), Ambassador Collection Interview8th September 2016
In a very real sense your business card is the piece of you you leave behind with someone.Read More
London College of Communication our Ambassador Auction Beneficiary8th September 2016
LCC’s letterpress workshop holds one of the UK’s largest collections of lead and wood type.Read More