Who? Sacha Reeb, Chief Creative Officer
Sacha’s creative hero: Peter Saville
Why is Peter Saville your creative hero?
He is the Roxy Music of graphic design. Sexy, dark and flamboyant … elegant and subversive. An endless well of inspiration and wonder. Everything he did is a stop on graphic design’s timeline.
What piece of your hero’s creative work do you return to again and again?
Literally everything! From “A Factory Sample” (1978) to New Order’s “Singles” (2016), all his designs (mostly sleeves) represent a graphic milestone of emotions, mystery, craft, elegance and visual innovation. Joy Division’s “Unknown Pleasures” (1979) was one of the most famous representations of graphic design to the broader public (I hope he makes a lot of money out of the millions of graphic tees that are printed each year).
Do you have any rituals or routines that you follow when starting a new project?
Yes, I check the work of Peter Saville. After that, I go on a walk to ruminate under no laptop influence. Then I go fish for raw thoughts on the NYTimes, FastCo, Wired, Fubiz and Colossal (toggling back and forth with the brief once in a while). Then I try to feel what’s unreasonable … and carve deeper once there.
What is your idea of happiness?
Drinking to celebrate.
Of misery?
Drinking to forget.
What was your first concert?
I remember it vividly: The Rubettes (look ’em up!).
You told me the other day that you read images … what is the most impactful image you’ve ever “read”?
As a kid, I could spend hours looking at the covers of my father’s album collection … Pink Floyd’s “Wish You Were Here” cover is probably the highest pillar of my visual EQ (or would you call it VQ?).
