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.
- Have an ogle at Sein Koo’s marker pen illustrations of all things food-related
- Albert magazine's analytical yet colourful design proves how “knowledge can also have sex appeal”
- Typeface Ciao communicates auditive intonations of the spoken word
- Photography duo Luke & Nik talk us through the inspirations for their analogue manipulation
- Filmmaker and writer Pedro Neves Marques merges biopolitics with sexual politics
- Dinamo's Fabian Hard on exploring new technology with typography
- True's sixth issue thoughtfully showcases emerging and established photographers
- It’s cheese but not as you know it: ManvsMachine’s TV ads for Castello
- Jon Gray on designing book covers for Zadie Smith, Sally Rooney and other literary giants
- WeTransfer tell users to "Please Leave" in new short film
- Graphic Fest has all you need to know about visual identities for festivals and fairs
- Master one style or stay versatile? Illustrators discuss the pros and cons