STUDIO INSIGHT
COMPUTERARTS.CREATIVEBLOQ.COMadventures. It gives us all the chance to see
projects that we’re not working on ourselves,
learn from each other and keeps our global team
feeling united.
You recently worked with YouTube on a two-
year project. What did that involve?
GB: Working with YouTube was fantastic. It’s
a huge brand, so the chance to co-create a
new brand with their UX team in California was
exciting and a real challenge.
The challenge was to move it from the place
it had grown from – a phenomenally successful
‘start-up’ business – to the business it had
become without losing its essence. We were
tasked with a range of elements, from creating
brand architecture to visual identity and a
bespoke typeface imbued with the spirit of the
brand. We took a co-creative approach integrated
into creative director at YouTube, Chris Bettig’s,
team. It was amazing to work with clients who
speak the same language as us.
A very different client was the City of Vienna.
What did you do for them?
GB: Working for a public entity, one of Europe’s
greatest capital cities, was a great privilege.
Especially when that place has been named
the world’s most liveable city year on year. They
approached us to build a brand for residents
and city municipality employees, not visitors. It
was amazing to see how we were able to apply a
collaborative approach with the project’s owners
that engaged stakeholders.
That’s how we built an authentic brand
that could make real impact for employees.
Then we translated the brand strategy into a
visual universe that provided them with unique
elements to give the city a visual voice and
expression to connect better with residents.
How do you attract your clients?
GB: We attract people with our attitude. People
tend to like that we’re direct – we’ve even been
called a little brutal – but charming. Some like
it, some don’t. We’re very lucky that the phone
NOVEMBER 2019
GABOR SCHREIER
Chief creative officer, Saffron
Gabor Schreier trained as a craftsman in lettering,
screen printing and restoration, and leads all
creative teams across Saffron’s international
locations. Fluent in German, Spanish and English,
Schreier also teaches, speaks at design conferences
and juries awards.MATT ATCHISON
Creative director, Saffron
Based in Madrid, Matt Atchison has developed
the identity and branding for clients such as A1
Telekom, Raiffeisen International, C&A, Kyocera and
YouTube. Fluent in Spanish and English, he’s also a
visiting lecturer at the IE School of Architecture and
Design, and has been a Cannes Lions judge.Left and below:
Saffron crafted a
new place brand
for City of Vienna,
working with local
companies
saintstephens
and Instant
Design.