When was FOUR5ONE first established?

FOUR5ONE DESIGN was launched in June 2000 by Killian Kavanagh and Steve Averill (Averill Design Associates), along with senior designer Shaughn McGrath (ADA). Since the merge we have expanded to 11 staff and are going from strength to strength, with particular emphasis on developing a team with a broad range of talents and skills, a focus recently highlighted by the change of name to FOUR5ONE CREATIVE.

What are some recent FOUR5ONE's projects?

We are involved in a very broad range of work for clients like Marlboro Peugeot Total World Rally Racing Team, U2, Hewlett Packard, Enterprise Ireland, Depeche Mode, Unislim, McNaughtons Papers, Horse Racing Ireland, De-lux Merchandising and lots more. To get an idea of what we're up to at the moment visit www.four5one.ie and download our irregular HOT pdf magazine!

Does FOUR5ONE pursue any non-client related personal design projects?

Absolutely. We are continuously involved outside of our daily client projects. In the last few months we've been involved in quite a few projects, the most recent being the McNaughtons Paper Calendar and the Childline concert.

What do you think about the current state of design? and design in Ireland in particular.

Design in Ireland lacks a united voice in the way that, say, Swedish, Dutch or British design has. It's not about a similar style, more a quality of thought and delivery. It's still quite client/marketing orientated, with very tight budgets limiting the potential of the design. There's also a lack of education (to clients, the general public, etc.) regarding the understanding the value of good design. For example, in Britain, design is on the secondary equivalent curriculum, and it is the second most subscribed course.

If you could change one thing about the design industry in Ireland what would it be?

For more people to share ideas and work together (with support from the government), with the aim of promoting Irish design on the world stage.

Does the fact that Ireland lacks a design publication along the lines of Creative Review or Communication Arts adversely affect design in Ireland? or its perception internationally?

It's a pity that something doesn't exist along the lines of these publications, because there really is, at certain levels, the quality of thought and content in Ireland (and of Irish diaspora working abroad) that could make it world-worthy. Even if it were to be just seasonal it would be a great asset to raising profile. To date any publication survives on advertising revenue and that tend to become a situation where coverage is often offered in exchange for the placement of an advert. A sponsored publication with an open forum would be ideal.

Do you think Dublin should have a design center?

Ireland, not just Dublin, needs to become a place where great creativity, in all it's guises, is encouraged. It seems a pity that the government sees the arts, crafts and technologies as worthy of massive investment, yet sees the design sectors (fashion, graphics, architecture, etc.) as self sufficient... It seems that this "sink or swim" attitude stifles future progression. It is good though to see the IDI and DesignIreland initiatives gathering pace and strength and hopefully, in the future, a strong voice.

Are there too many design firms in Dublin?

There are too many individuals passing themselves off as companies, which leads to a lack of credibility. You don't see it in very many other sectors, that someone - just because they happen to have the tools - claims they're a professional (eg, owning a pair of scissors doesn't make me a professional hairdresser!). It is also because of this saturation and lack of client education that work is rarely judged on quality of creativity and more often on cost.

Do you think many of the established agencies have become more conservative in their approach to graphic design over the years?

Not at all... We're sure that a first stage presentation by any top Irish company would generally be of a quality similar to anything being produced worldwide.

Do you think free-pitching is a bad idea?

Of course! You wouldn't see anyone else giving their best ideas away for free. It also makes it hard for clients to come round to the idea of paying you for similar work later on down the line... Free pitching simply devalues a company's work.

Do you think creative design solutions are becoming less possible with so many brands instilling strict branding/visual guidelines?

Whoever suggests this is very lazy indeed... Brand guidelines are generally there to be just that... guidelines. Serious questions should be asked if you can't deliver unique solutions within the 80% of the page not taken up by guideline elements.

Do you think Irish clients are prepared to pay for quality design?

Yes, but generally (although not exclusively) to companies from outside Ireland.. If you look at the big design projects of the last 10 years in Ireland (AIB, Aer Lingus, Guinness/Storehouse, etc.) generally they have gone to companies abroad. It is however refreshing to see the likes of designworks doing worldclass work for Tourism Ireland, The National Museum, etc. One maybe perceived problem seems to be the lack of "one stop shops" which can develop, test, manage, implement and maintain all the elements of a big project, not just the identity and branding but architecture, uniforms, livery, web presence, marketing, advertising, public relations, etc.

Should designers be more forceful in allowing the time for creative solutions? How does FOUR5ONE solve this problem?

This a question that relates directly to the overall budgetary restraints. It can depend on the experience and professional attitude of the design company, in being able to respond to a given brief in a quick and satisfactory manner. However in many cases a more refined and thought-out solution can only benefit the client in the long term. Design is, too often, the last link in a process of bringing a product to the market place and as such the one that is given the least consideration and budget although it is often the first thing that the target audience will see. At FOUR5ONE we try to do this as an educational process, building a relationship with a client that is built on results.

Is stock photography over-relied upon by Irish graphic designers?

Yes but again, this is a cost related issue. Photography budgets are often too small to cover the scope of work required so a balance needs to be struck between original and stock photography. Having said that the quality of stock photography has improved greatly over the last few years but the ideal option is a tailor made solution working in conjunction with a good photographer. One thing that seems to be happening in response to the overuse (and increasing costs) of stock imagery is designers working smarter. There seems to a lot more illustration and self-taken photography, etc. creeping back into design which can only be a good thing when it comes to creating unique work.

In comparison to other countries, do you think Irish graphic designers are as web literate? Or is print still the predominant and preferred medium

There are plenty of Irish individuals and companies working in Ireland and abroad who are of world class in print and multimedia (Ourselves, D.A.D.D.Y., Dynamo, Image Now, newmedia, Language, etc.). One thing that has happened however is what were often seen as separate disciplines are now very integrated and reliant. It is expected of a designer today to have an understanding of all media, after all that's generally what a client wants. And as educational courses now tend to include both options more graduates have a better knowledge of each, which can only be a good thing.

What inspired the current U2 album design approach and concept?

An understanding of what it means to be U2 in the 21st century by both ourselves and the band.

Of which U2 album design are you most proud?

The next one.

How has U2's approach to their design changed over the years?

Not greatly, it is still a process of ideas flowing both ways.

Does photography generally leads any album's design?

In the case of U2 obviously the input of Anton Corbijn is crucial, but in other projects that photography may not be the key factor, each project is different.

Do you think that the limited size of the CD package and the plastic jewel case design have made designing for the music industry more limiting creatively?

The initial impact and the tactile nature of a 12'' sleeve is lessened in the case of the CD but the additional space of a booklet can add to the visual information. Again budget restrictions can, obviously, play a part in the process.

Finally, what are your plans for the future? Where would you like to see FOUR5ONE in 5 years?

Still out there, still doing good creative work - but on a wider scale worldwide.

Contact Details:

Richard Seabrooke, Senior Designer
30 East Essex Street, Temple Bar, Dublin 2, Ireland
Phone: 353 (0)1 672 5970
Email: richard@four5one.ie
Web: www.four5one.ie

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