DESIGN BRONZE AWARD
2010 - IMAGES 34
Andy Potts is a London based Illustrator and Animator, originally from Kingswinford in the West Midlands. He graduated with a BA Hons degree in Illustration from Portsmouth University in 1995. He has since been commissioned by a wide variety of clients in Advertising, Publishing, Design, Music and Film and his eye-catching images have appeared in many international newspapers and magazines.
Audacious Apricot Ale was one of a series of illustrations for a rebrand of Pyramid Breweries ales in the US by the San Francisco agency Voice Creative.
”Winning the AOI awards have been some of the proudest moments of my illustration career. They’re great for exposure and have been instrumental in taking my work to the next level, attracting new clients and bigger commissions.”
BRIEF: To create an energetic image based on urban sport and exercise to work well within a triangular framing device on beer bottles and packaging. This would be the first of a series of rebrand illustrations.
MATERIALS: Adobe Photoshop and Illustrator, scanned in mixed media.
RESEARCH: Urban sport photography, particularly parkour. American cityscape imagery from personal photography and internet.
PROCESS: The process started with a conference call with the agency outlining the high-energy concept and everything they wanted in the illustration including a number of sporty figures and bright colours. The composition was to feature an exaggerated perspective using the skyscrapers to create the illusion of a pyramid shape within the triangle. An initial mock-up was created with a central figure then a number of revisions before the final illustration.
RESISTANCES: There were some problems with the creative process and quite a lot of back and forth on minor details and a tendency towards a ‘more is more’ approach. Despite some frustrating moments both the client and I were pleased with the result.
INSIGHT: If it seems like a job is not going your way don’t take the frustration out on the client. Absorb any feedback that you may initially disagree with and sit on it for a while until you can figure out a way make it work for you. Responding in the negative before you’ve considered it is unprofessional and can only hinder the process.
DISTRACTIONS: I was distracted a little by the high-energy brief that seemed more suited to a fizzy drink than a beer but I fulfilled the creative briefs I was given to the best of my ability. The brewery’s fan base agreed and they had a further rebrand a couple of years later.
NUMBERS: 7 illustrations for 7 beers.
FINAL THOUGHTS: It was really rewarding seeing the final illustrations on the packaging in photographs. Only found the actual beer in the UK recently, sure tasted good.