Rubbing shoulders with the likes of Simon Cowell, Harry Styles, Paloma Faith and other stars of the British music industry was one student thanks to a design project run by Sony Music and Norwich University of the Arts (NUA).
View more of Matthew Callaby’s work at www.callaby.net
Matthew Callaby, of Thorpe St Andrew, won a design challenge set to NUA students to create a visual identity for Sony Music at the BRITs 2013, including designing the invites and envelopes for its BRIT Awards Aftershow Party and the creation of a limited edition print to include in the goodie bag.
“I got to go to the Brits and the party to see how the design went down, and I’ve got a great piece for my portfolio,” says Matthew. “It was an amazing experience meeting the directors of Sony Music and having them appreciate my work. I was fortunate enough to be introduced to a number of incredible people and was overwhelmed by the support they were giving, the whole experience was surreal. Having a quick chat with Justin Timberlake was pretty cool too.”
The challenge was posed to design students at NUA by London-based creative agency FOAM. Creative Directors Phil Clandillon and Steve Milbourne briefed the students via skype, then judged pitches from the shortlisted finalists alongside Emma Pike, VP Industry Affairs for Sony Music. Matthew Callaby, who is in his final year of study for a degree in Graphic Design at NUA, was selected as the winner and invited to spend two weeks at Sony Music’s London offices, finalising his designs before putting them into production.
Steve Milbourne said: “Running the competition with NUA has been great from start to finish. The work entered was of a high calibre and it was particularly close between the three finalists. They all produced extremely high-end and professional work. In the end we chose Matthew’s because it was bold, adventurous and you could see the sheer effort he’d put into creating a stand-out piece of work. It completely nails the desired effect of branding the Sony Music party as the fun exciting and contemporary event that it is.”
The Sony Music project is typical of the projects set to students of Graphic Design at NUA in order to test their understanding of the fundamentals of design. Throughout their three years of study on the course they undertake a series of assignments, live briefs and creative opportunities, all with the aim of encouraging them to produce credible solutions, whilst pushing the boundaries of their practice.
Course leader Andrew Campbell says: “The Sony Music challenge is just the type of brief that gets the students going – big event, big client, big expectations. We are really pleased with the level of work achieved and the insightful feedback the students have received from Steve and Phil throughout the process. We are so pleased for Matt, and know that he has enjoyed producing the work, and the pressure of working to industry standards and industry deadlines. It’s a cracking piece of work by a very talented individual.”
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