THE BLOG

25
Jul

Sergio Marchionne 1952 – 2018

Heroes. Most people grow out of them quite quickly but as I’ve got older I’ve more and more embraced that part of me that remains eternally youthful. I have sporting heroes, design heroes and today I’m absolutely devastated at the loss of my business hero – Sergio Marchionne.

Sergio Marchionne represents every value and ideal that I hold dear – courage, strength, drive, humanity, the desire for a better tomorrow, the knowledge we can shape it and above all else – the belief in the impossible.

In an incredibly packed career, he saved two massive car companies from bankruptcy – Fiat and Chrysler, turning them into great companies, allowing hundreds of thousands of people to keep or obtain employment, he turned Ferrari into the most valuable car company on the planet and sorted the F1 Team as well.

More than that, he was famous for doing it all on 5 hours sleep a night, drinking far too many espressos a day, chain-smoking and refusing to wear anything but a black sweater. I never had the privilege of meeting him but he sounded like an absolutely amazing man.

I am unbelievably sad at his passing and feel a bit robbed of what was yet to come. However, those emotions pale into insignificance compared to the incredible gratitude I have for the inspiration, an inspiration which I’m sure will last a lifetime.

Sergio Marchionne

Thank you, rest in peace.

Benedetto

09
Jul

The Power Of ‘A Quick Sketch’

20 odd years ago, it was the romance of hearing about the then Alfa Romeo Head of Design, Walter Da Silva using his menu to sketch the design of a new car to a journalist in a Milan restaurant that sealed my love for the creative process. It made me want to become a designer and more importantly realise the power of a sketch. Something that has remained with me ever since.

Anybody that has worked with the loft in recent years will know that the one thing we do is sketch – quite a lot actually. Thumbnails of details on a post-it note, story-boarding an infographic on the back of an envelope, at times we even provide clients with hand-drawn sketch sheets to present ideas with their proposal.

Why??

Well firstly, it puts the person back in control of the process. In the days with more and more machine input – we believe in the richness, inspiration and creativity of the individual first and software tools second.

Secondly, it’s just faster. When timelines are getting squeezed – sketches allow you to explore more ideas quicker – taking a few minutes to draw something can also save hours of going down a wrong route with the computer.

Thirdly, they are usually more inspirational, more raw and crucially more open to interpretation. This is important at the early stage of the process when you’re wanting to get on the front foot with your ideas without too many restrictions that can kill creativity.

Fourth, they can give an invaluable insight to clients to help them visualise what you’ll create for well in advance.

Finally they democratise the creative process – anybody can have an idea and sketch it. Even if it is a bit rough at first. We’ve had work-experience students, clients, MD’s even accountants all make significant contributions to a creative project with some swipes of a pen on a scrap sheet of paper.

Want to accelerate, strengthen and enrich the creative process? Go back a step and go for a quick sketch.

Benedetto

BB

Benedetto is an ideas-driven Creative Entrepreneur. He is on a mission to unleash the power of creativity to create a better world – for people, business and society. He is the founder of the loft, a design and branding house which operates worldwide helping companies bring their brands to life in the most imaginative and effective ways possible. A real man on a mission. Benedetto likes to make things happen fast and in a big way.