Nowadays everybody has a website, and naturally that makes the need to differentiate more difficult, but also more critical. For this reason, there’s been a change in what businesses want from creative workers. Individuals, startups and even some larger companies are more and more interested in trying unique and risky ideas. There have always been creative types, particularly in cities like Berlin, but what people in the business world want from them is becoming more bold than it used to be. I've seen light fixture manufacturers with look books that resemble fashion magazines, small concert promoters using the latest animation software for shows, and even mobile app-testing companies who put their logo on hot sauce bottles. It's as if the tech types want to project a creative attitude, and those handling the “creative” work want to play with the most advanced new tools.
Two major forces are meeting: artistic and technical sensibilities. The challenge is to be outstanding and eye-catching, yet align with the brand and product in question - all while using relevant tools. New is that teams are willing to take more dramatic risks in either direction in order to differentiate themselves from competitors on the market.
"The challenge is to be outstanding and eye-catching, yet align with the brand and product in question"
I’m really impressed with the output from My Trick Pony, a graphic design studio in San Francisco. I have also observed that people look more to film and the way that frames are created as a model for what looks good online. David Fincher, the director of Fight Club, and Edgar Wright, director of Shaun of the Dead and Scott Pilgrim vs. the World, both use fast yet comprehensive cuts and surprising graphical elements that can be found in a lot of the most impressive visual art.
Mad Decent, the music label owned by Diplo, is another example of a company with a ballsy, successful marketing strategy. Decent are the kings of rearranging styles, ideas, and aesthetics into something new, evocative, and energetic. I think that’s pretty clear from the brilliantly calculated randomness of their videos.
I take a look at the client’s brand and product, and then at content somehow related to that brand or product. I break all of this down into a few key elements, and try to identify what makes viewers connect with this experience as a whole. Content could be anything; light shows, books, whatever I come across. What are the images conveying already and how do they interact with the client’s brand or product? Every visual choice needs to be explainable to someone who’s not a visual artist.
Aaron Draplin, for example, has an absolutely amazing enthusiasm and clarity about graphic design principles. Evan Puschchack is an amazing analyzer of creative work, and I keep checking NORTH, one of the coolest ad agencies in in my hometown Portland, Oregon. As I also create a lot of written content, I follow Jon Adams, who is a very multifaceted guy with an eclectic and witty range of texts. Reza Farazmand is another one to look out for. He’s a brilliant comedic writer who knows how to illustrate the right style for his ideas. I actually interviewed him once on my own blog Upstreamideas. Josh Daniel is a great creative communicator for important social causes.
Irving Norman resonates deeply with me. He was a political artist, and believed that by pointing out the darker side of human behavior, people would contemplate the consequences of their actions. His imagery disturbs some, but I find his ability to step back and examine big global patterns from his own perspective to be refreshing.
On the brighter side, there’s Bill Peet, who started as an animator for Disney in the days of Snow White but became more known for his ability to develop stories such as Alice in Wonderland and The Jungle Book. He also became big on his own as writer and illustrator of children’s books.
It’s obvious that I admire visionaries, and that of course also means David Bowie. The guy developed a visual style for his fan base at a time in the early 70s when carefully crafted imagery wasn’t something assumed to be necessary for a rock act.
Timing is everything. As the Germans sometimes say, “Die Zeit läuft, und wir laufen mit.” (Time keeps on running, and we’re running along with it).
Jesse Van Mouwerik and Stephen Bontly are always on the lookout for collaborations on inspirational projects. Want to get in touch? Go here for Jesse and here for Stephen.
Want to join the community? Click here!
" People matter! Community was always what we were all about. ‘’
In June we launched #PeopleInbeta - our monthly blog post series in which our Content Manager - Vihra interviewed teams and freelancers from the betahaus community to present the variety of creatives we have in ‘haus, to understand their missions and get some useful advice for our audience. We talked on topics such as sustainability (with PlanA) , decentralized digital identity (with JOLOCOM), curated music experiences (with Bespoke Sounds), freelance photography (with Sara Herrlander), full-stack development (with Obst Digital), design (with LAUDO) and much more.
In the summer, we launched a couple of new events in Neukölln like Freelancers, Unite!, The Backyard Sessions and My friend’s BBQ.
Freelancers, Unite! developed as our productive coworking session with freelancers from in and outside the ‘haus. Once a month, we picked an important freelance topic (such as taxes, time-management, etc) and invited experts to give us insights on the topic. We saw so many new faces and had the chance to come back closer to where we started from - the freelance, grassroots culture.
Another event, which started in July (and turned out to be our favourite events) were The Backyard Sessions. Organised by our queen of Neukölln - Robbin – the Backyard Sessions are our creative evenings with live music jams, movie screenings and cocktails.
This last event was hilarious because for quite some time, nobody knew exactly who organised it or invited them. The friend was throwing a BBQ for the community in the garden and this led to all our members joining and staying after for a beer or two with us.
‘’My favourite moment this year was the second friends bbq which was actually cancelled because of the rain forecast. But despite the bad weather, people show up and it turned into a super nice intimate evening with Elizaveta and Paul giving a garden concert.’’ - Robbin (Community Manager, betahaus)
''In July, it was great how the casual after-work BBQ turned into an impromptu acoustic blues jam session with Elizavetta Barsegova and Paul, who have the voice of an angel. Actually, all of the My Friend's BBQ's and Backyard Sessions were AWESOME.’’ - Paige (Head of Marketing, betahaus)
This year we released a new event format in Kreuzberg called ‘’The betaSalon’’. It's an open panel discussion which aims to give stage to important topics and give free speech on them. The fist one we did on the EU elections, last month we talked about changemakers, but our favourite one for this season stays ‘’Mother + Founder’’ where we partnered with FemGems podcast and recorded a live podcast episode for them having Madeleine Gummer von Mohl (betahaus co-founder), Kristine Zeller (co-creater of ooshi period underwear) and Luisa Hoffman on the stage.
Every September, our co-founders take part in the Techfestival. in Copenhagen, spending a few days disconnecting from the daily life and focusing on creating a better, more human-centered tech future. This year the think tank which included our co-founders Madeleine and Max came up with the TechPledge. The Tech Pledge was made to emphasize the need for a new direction in tech. Similar to the Hippocratic oath for doctors, the Tech Pledge is a promise to make tech a force for good and ensure responsible and sustainable tech leadership. It’s a commitment to driving a new direction in technology.
One of the most exciting projects for betahausX this year (which is also continuing in 2020) is their new startup challenge called The Werder Lab - a global startup competition that aims to reimagine the way clubs like Werder work with athletes, fans and partners.
This year couldn’t end without us having our favourite events - the end-of-the-year holiday party and the BETAPITCH Global Finals. On the 6th of December we saw the 9 finalists of the regional BETAPITCH competitions pitching in front of our jury. Congrats to Troy from Hamburg for winning the big prize.
We finished the year at our Holiday Party celebrating anything and everything at betahaus | Neukölln together with our members, friends of friends and our favourite artists from Passiflora LIVE, Tapete and Kotoe.
Thank you for being with us in 2019. It's been a crazy big year for us and it wouldn't been possible without your support, trust and the hard work of our amazing team. Have an amazing holiday time and we'll see you again in 2020.