[OFFSET Sheffield] Designer & illustrator Marta Veludo
Working out of her inspiring creative studio at NDSM in Amsterdam, illustrator Marta Veludo is fascinated by invention, colour, movement and compositions.
Whether in the digital realm or on a three-dimensional scale, Marta Veludo‘s fresh outlook combines different disciplines and mediums to create a range of design and illustration for a growing client list.
Ahead of her turn on stage at OFFSET Sheffield next month we speak to her about her creative journey to date.
Describe your background and journey into design & illustration – where you study and learn to become a designer?
My first adventure in school was in the first year of fine arts, when i realise i was not so good at it. After one year I change to Graphic Design and then I was certain. I studied near Lisbon and after I graduate I moved to Barcelona. In this crazy city I finished my masters degree and started to work in a cool multidisciplinary studio. Looking back now, I believe that I learnt to become a designer when I started to work. Till then it was more a process of acquiring tools, thoughts and processes. Eventually it all came together.
I like to explore and to try new approaches. Being playful and vibrant is the reflection of all of that!
Your work has been described as ‘vibrant and playful design’ – can you tell us about how your style has evolved? You mention that you cover an extensive list of skills in Art Direction, graphic design, set design – has this been a conscious decision or have these kind of projects just come about naturally?
My style has evolved by making. Making and creating a lot. A few months ago I was asked by Ladies, Wine & Design how people can acquire a style. And I gave the same answer. Be true to your ideas and their translation into visual and mostly do a lot. The fact that I spread my skills through many areas is that I love to explore and to try new approaches and that allows me to have a super wide range of possibilities. Being playful and vibrant is the reflexion of all of that!
Can you tell us about the visual identity that you created for your own brand ‘Marta Veludo Studio’? How you derived the concept, design etc?
It’s actually the identity that i’ve been working since a long time. It’s always a big problem when you design for yourself. I start to just think how i would like people look at “me” and what they would see. That didn’t work out. I lost myself in many options and concepts. So I decide to invent. I decide to create a small brief, thinking as a client. That worked better I guess, but I have something now. It’s built in iconography, each symbol represents a skill or a feeling. Logo is just my name in
My brand identity is built in iconography, each symbol represents a skill or a feeling.
black over white; clean to be able to explode around. I’ve also used it in retail too, designing stickers, wrapping paper, envelops, business cards and illustrations cards as goodies!
Illustrators often have a collection of materials that they use time and time again – what’s in your creative toolkit?
Yes, that’s true, even thought I like to experiment different ones. I am attached to big poscas. I have a few patterns in my pocket and coloured papers. Rather than that I have loads of stuff. I love stuff. Just random or not. Sometimes I use them as a tool, sometimes just work for inspiration.
You’re lined up to speak at the upcoming OFFSET Sheffield in October – do you speak at events often? Can you reveal what can conference goers can expect to hear about in your talk?
Yes I am! And doing so with a mix of happiness and anxiety. Last year I spoke at Creative Mornings in Amsterdam. I combined a gym class and my work. It was super fun! And fun is what you can expect from my talk. My aim is to spend a good time learning and be inspired. I hope I can achieve that!
I love stuff. Just random or not. Sometimes I use them as a tool, sometimes just work for inspiration.
Can you pick out a couple of your favourite professional projects over the last couple of years?
I have a few projects which are my favourite, even though i like bits and piece of all of them. I really liked to work on the Adidas video. I like to work in a team, you really enjoy and you are constantly learning new stuff. I love all the bookstore works which I did hand in hand with Sue Doeksen. They are playful and experimental and low cost (which is a challenge). Latest i’ve worked in a project for a band called Oh Thunder. I worked in all the creative direction and design, from logo till stage design. It was amazing.
Can you tell us what projects you’re currently working on?
At the moment I’m working an identity for a new denim brand for Men at Work and researching into developing a collection of socks and soon a new collaboration with Restored. Last year i designed a scarf and the year before a cap for them). But I’m always open for new and exciting projects and collaborations!
What i’ve learned so far is that you are always learning, embrace the unexpected and be hardworking. Things in time will fall into place (or maybe not), but the process is the most fun of it. Oh and of course. HAVE FUN.
Tickets for OFFSET Sheffield are now on sale: iloveoffset.com/offset-sheffield