Name: Multitude (Rozemarijn Koopmans, Nick Topp, David de Zwart)
Profession: Graphic Design
Education: Graphic Design at ArtEZ Arnhem (all graduated 2010), MA Design Cultures at VU University Amsterdam (all graduated 2012)
Why do you do what you do? Because any type of content is nearly always visual. Good design is therefore really important. And we enjoy the combination of self-initiated projects and client-based work.
Could you describe your style and how it developed? Since Multitude consists of three partners, it’s hard to speak of one specific style regarding the visuals. Regarding our working method, we aim for a conceptual approach that focuses on the goal a design should serve. This means that a design can sometimes be very complex and provocative. When we create concepts together, we’re always on the same level. The variety of each of our ‘styles’ leads to a very rich visual imput, we value this highly. If the idea behind a design is right, the visuals will almost automatically be right too. After all, there is no accounting for taste.
Where do you get inspiration from? (Typo-)graphic oddness that can be found in ‘everyday’ graphic design, on the street or in other public places (there’s also a mild tumblr-addiction here).
What is the best part about working within the creative industries? To be able to work with open-minded people and to add value to other industries.
What do you wish you knew about your business before you got started? This hopefully doesn’t sound like a cliché, but ‘every step of the way’ had its own charm and has taught us a great deal. We’re ready for a few big steps in 2016, that we wouldn’t have been able to make without the ones before.
Has your style developed/changed over the time being active? If yes, how? Since we are a relatively young agency, I think we can say that our work has grown-up since we graduated.
Who would you like to work with? We work with research institutes and think-thanks that set out future issues to investigate. This gives us the opportunity to work in multidisciplinary teams that together create visionary presentations & projects. We try to do these projects on a regular basis.
What is your idea of success? When we’ve convinced a client or each other (within Multitude) to take the direction that is the least safe. To show gut.
Is there a message that you are trying to portray through your work? We’re not artists who carry out a theme throughout an oeuvre; every one of our projects delivers a message on its own.
Do you believe it is important to raise artistic awareness in your country? We work from Amsterdam, where the artistic awareness is quite high (yet also different from other parts of the country). The overall artistic climate in The Netherlands has a lot to offer: there are fantastic art & design institutes in almost every medium-large city.
In your opinion, how important is it to culturally educate through art? Very important obviously, but we don’t really educate through art ourselves. We do tutor design students, which gives us a lot of energy in our daily practice.