Responses by Craig Ward, designer
Background: Squarespace has been building an online Instagram campaign around the lines: “Dream it,” “Name it,” “Build it,” “Grow it” and “Share it.” The final line was “Make it,” and for that, Squarespace wanted to create a physical OOH solution that people could react to in a real life space. The target was new and existing Squarespace consumers—small business owners, independent artists and designers; in short, creatively minded people.
Reasoning: Given the medium and the ask—a hand-painted mural, which can bring challenges in terms executing the art—I knew the piece had to be graphic and impactful. But, I liked the idea of bringing digital pieces to an analogue, hand-painted surface, so I proposed several designs and techniques that would give us a tech feel, realized by human hands.
Challenges: The turnaround time, as it dictated everything, but once we locked on a concept, it was just finessing. The real challenge was for the muralists, who had to translate 30,000 sharp-edged pixels of artwork to a rough brick wall.
Favorite details: The detail we managed to retain in the final pieces is great, and the public’s response has been wonderful, with so many passers by taking photographs of the pieces and sharing them online.
Visual influences: The op-art piece was inspired by Italian architect and graphic designer Franco Grignani. I wanted to create an undulating three-dimensional piece that had the immediacy of communication, but also created a nice optical illusion for passers by.
Specific demands: At the very end, the mural team requested vector art for something that had been created entirely with pixels, so that was something of a hurdle!
Alternative approach: It was almost like an editorial project with the timings that we had, so the executions feel born of the moment. But, there were ten or so designs in the mix, so maybe we could revisit a couple of those and try to move them forward.