Working Theories: Vincent Sauvan
We caught up with the founder on why microwave brain is happening to the creative industry and why we need to do more for the next generation of creatives.
Tell us who you are.
I’m Vincent, a graphic designer at heart, based in East London, originally from France. I moved over after my dad managed to get a job in Formula One whilst on a camping trip. Also a life long Arsenal fan…the less said about that, the better.
I’ve been in the industry for 10 years working with brands like Visa, Canon, Amazon, Hyundai and FIFA. Recently I started my own studio called STUDIO NEWDAYS, a specialist-led design studio. We’re not a fixed lineup. Not whoever’s available. Whether you’re leading a brand or part of an in-house team, we assemble purpose-built specialists to bring people’s vision to life.
I also run a free monthly event called BUILD THE THING, where people come together each month to get their passion projects and side hustles off the ground.
What gets you out of bed in the morning?
The sheer chaos of what a day can bring can be pretty exciting. Meeting great people, pitching projects, tight deadlines, seeing speakers.
What’s a working theory you hold right now about the industry, culture, or creativity?
Microwave brain is happening to the creative industry.
A lot of creatives are fishing in the same pond. Pinterest boards, trending case studies, the same five instagram accounts. If you consume what everyone else does, you’ll think like everyone else. That’s why everything starts to blur together, just look at football kit launches. Different clubs, same art direction, same styling, same vibe, meh.
Originality is more of a diet. Read something weird. Seek out unconventional ideas. Watch something brilliant. Explore industries you know nothing about.
Rant over….sorry everyone.
What’s a belief or assumption in your field that you think is overdue for a rethink?
Unfortunately, the industry isn’t doing enough to support the next generation of creative talent. With government cuts to creative grants, it’s becoming increasingly difficult for underrepresented voices to build sustainable careers in the creative industry we all love.
I’m not suggesting that studios, agencies, or production houses should bankroll every creator, but they can make a real difference at a macro level through mentorship programs, competition grants, portfolio critiques. The possibilities for how the industry can support emerging talent are practically endless.
MorningFYI are flying the flag with their MØRNING PEOPLE FUND. They give £4,000 project grants every 4 months, so creatives get a fair crack at making ideas happen. Chapeau!
What’s your favorite dumb thing you’ve seen on the internet recently?
Honestly, it’s tough to choose something that isn’t Primemutton related. But I’d say it’s the Americans embracing full Bradford Charva culture with Ford Transits, bassline, 110s all out in Arizona. I’m here for it mush.
What are your absolute go-to cultural resources?
Ooooofftttt, I’ll try to keep it short!
Newsletters:
For Starters – A great newsletter on business stories, tips, inspiration & resources.
Woodencity – Also known as “caffs_not_cafes” on Instagram. Isaac is the best at championing the underlooked parts of London, from cafes, museums and shop fronts.
Burn After Reading – From strategy heavy weights Morningfyi. Great newsletter when it comes to cultural commentary.
Off Kilter – Paul takes the newsletter game to the next level. He never misses. My go to from brand, strategy and everything in between.
Magazines:
Revue Faire – The best typographic magazine out there. Every issue is very unique and pushes type to the MAX. One for type lovers.
Chutney Magazine – Stories on identity from global voices. Very very very very……very well curated.
Monocle Magazine – Business, design and culture, always lands.
Books:
Do Series – If I ever need a concise explanation on specific topics, the Do Series books are best.
One Plus One Equals Three – A book on creative thinking, endless case studies.
Let my people go surfing – The reference I always show when people don’t get “brand”
Museums/Galleries: Get the National Art Pass, honestly you’ll never look back.
National Photographers Gallery – Free after 4pm on Fridays. Great exhibits every time.
Wallace Collection – Free. The best collection of things. Great for referencing specific design details.
180 Studios – Curated exhibits that are culturally relevant for today.
Museum of Brands – Great for referencing and seeing the brand’s history of some products.
Podcasts
Revisionist History – A Malcolm Gladwell podcast on overlooked moments in history. Great to research specific topics. Recommend the McDonalds Fries episode.
Rest is History – Great reference points for specific topics. Really good at contextualising moments in today’s world
Uncensored CMO – I find creative podcasts to be a little self absorbing at times, but this one I can bare.
What part of your practice do people most often misunderstand?
“Brand comes from the logo and colour palette.” Classic.
What’s a cultural shift brands haven’t fully understood yet?
No matter how special a brand is, it doesn’t belong in every space.
Which project, person or moment has most shaped your approach to work?
I’ve always been drawn to people who don’t necessarily have a process. Today, design has been ‘productised’, every agency pitching their magic step-by-step formula. But in reality, it’s never like that.
Jean-Luc Godard often wrote minimal scripts and leaned heavily on ‘fuck around & find out.’ It was about instinct and improvisation, showing that creativity can thrive in chaos.
Claude Bosi never kept a recipe book. He teaches on feel.
Who do you admire in your space, and why?
He’s not exactly in my space, but Mr Bingo is an artist I really rate. He’s incredibly in tune with his audience, which lets him go into territories most artists only dream of. Everything he does comes from a genuine place of taking the piss, and it works. Highly recommend checking out one of his talks on YouTube, they’re full of brilliant examples of audience interactions.
What’s the biggest risk you’ve taken in work—and what did it teach you?
No single moment stands out, but the biggest lesson I’ve learned is to get comfortable being uncomfortable. The toughest situations are rarely ideal, but that’s where the real learning happens. JUST KEEP SWIMMING.
What’s a brand or cultural moment you keep thinking about lately?
I hope Didi’s new ad is going to bring back more unhinged ad’s.
What do you wish more people asked you about your work?
“What typeface did you use?”
What’s a habit, tool, or ritual you swear by?
When I was a junior, my old creative director told me a Brian Wilson quote that really stuck with me.
“Beware the lollipop of mediocrity; lick it once and you’ll suck forever.”
That line saved me from a few fuckups over the years.
Thanks you for the feature guys!