Max Siedentopf is a creative working in advertising, who on the side creates a myriad of brilliantly oddball and original personal projects. But it is this eclectic output that can sometimes confuse people, he admitted at Nicer Tuesdays. “I’m pretty sure that no one here has any idea who I actually am,” he joked, and attempted to clear things up by telling us about his work at KesselsKramer – where he recently became partner – as well as his latest passion projects including a sticker book, gif series Instructions for World Peace, and Ordinary magazine.
He went on to share his mindset towards creativity in all these fields, for example his opinions on striving for perfection. He took as an example KesselsKramer’s branding for the Hans Brinker budget hotel, considered the worst hotel in the world. “A lot of design and advertising and photography and filmmaking always tries to be as perfect as possible, everyone is aiming for perfection, but as a creative that doesn’t really make sense because creativity is a never-ending process so that’s pretty much a dead end,” he said.
“With Hans Brinker they went the other way; instead of trying to be the best hotel they were the worst hotel and that’s a lot more interesting.” Along a similar vein, he showed his work on the branding for We Love Graphic Design festival in Copenhagen. Previous identities, he pointed out, were “trendy and contemporary” and avoiding any association with typical “I Heart” logos, “which is a shame – it’s nicer to embrace it,” he said.
- Protests, cute culture and the UK’s fruit market: Suzy Chan on her innovative design practice
- Multi-disciplinary artist Samuel Burgess Johnson on his work for The 1975
- Amanda Baldwin translates everyday objects into fine art reflections of society
- Animator and illustrator Anna Katalin Lovrity works with “brave and rough shapes”
- Charles-Henry Bédué photographs the intimacy and mystery of family homes
- Erik Brandt releases his final Ficciones Typografika as a book documenting the project’s entirety
- Photographer Ryan Duffin embraces the quirks of his subjects and the outtakes of life
- Q is the world’s first genderless voice hoping to eradicate gender bias in technology
- How and when do you shut down your studio? Carly Ayres on the decision to close HAWRAF
- Alexis Jamet's animations are warm, nostalgic and beautiful in their simplicity
- KFC's latest ad reminds you it's not AFC, BFC, or even CFC