Branding & design

Chong Huang, Tay (27 of 30) Oral History of Wolff Olins.

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  • Type

    sound

  • Duration

    00:31:22

  • Shelf mark

    C1015/21

  • Subjects

    Branding

  • Recording date

    2002-01-25; 2002-03-12; 2002-04-12; 2002-09-12; 2002-09-16; 2002-10-01

  • Is part of (Collection)

    Oral History of Wolff Olins

  • Recording locations

    Wolff Olins offices, London

  • Interviewees

    Chong Huang, Tay, 1952- (speaker, male)

  • Interviewers

    Roberts, Melanie (speaker, female)

  • Abstract

    Part 27: Tape 14 (F12206) Side A: Continues talking about New York in terms of own response to the opportunity- Being welcomed in New York as a company- Excitement at being part of building a business- Doing a lot of new business pitching- Initially having to do design work in London with resulting problems of coordination- Recruiting design team within New York- Problems of finding a good match- Explains cultural mismatch which stems from the way Americans are taught design where much is theoretical and historically based- Expands in cultural and stylistic terms- Ending up recruiting from pool of British designers living in New York- Americans wanting all parts of the work to be quantifiable and the limitation this presented on instinct and WO chosen style of working- Speculates on this relationship to the more interesting results in UK as well as the relationship of the precise US contracts to their desire to turn to litigation when things don't match the promise- Talking about attracting unusual clients- Using John Diefenbach (ex-Landor) as an advisor- Explains JD's background and his role in the expansion of Landor as an international operation and beyond-

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