All Images: Voula Monoholias
In a weekly series, photographer Voula Monoholias goes behind the curtain to see where and how creatives live.
This week, Monoholias is invited into the London flat of Dylan Stuart, partner at Lippincott, the brand strategy and design firm behind Coca-Cola, American Express and Starbucks.
Your space is quite minimalistic, how does living in such a space make you feel?
Dylan: I’ve actually only just moved into this space and I was determined not to just fill it with clutter to make it feel more homey. However, as I’ve lived like a bit of a nomad for the past few years between California, London and Asia, I’m excited to gradually personalize my space with objects that are important to me.
What do you love about branding?
Dylan: Branding combines the rational with the emotional in a way that few other professions manage. It’s true that you’re ultimately trying to achieve a commercial objective — to shift preference and demand. But, you’re doing so by creating emotional connections through stories and experiences that make a brand matter to people. Often, doing this means transforming what an organization believes about itself, its purpose and even the fundamentals of how it makes money. A logo is just a tiny part of the puzzle.
Which brand was the most fun you’ve had creating?
Dylan: I once created a new brand for a bank in Vietnam. It was an amazing experience culturally and totally different to anywhere I’ve ever worked before. It was hard work but incredibly fun to be out there in such a fantastic place with a really great team of people.
A brand you hope to work on one day?
Dylan: I’m actually working with one of my dream brands right now but I’m afraid I can’t actually talk about it!
Where does a brand strategist get inspiration from?
Dylan: I think you get inspiration from almost anywhere. This is one of those jobs where you can go sit in the park, read a poem, see a film or travel to a new city and all of those experiences will make you better at what you do. You’re constantly trying to make the uncommon connections that are going to inspire people and drive desire.
Of all the great areas in London, why Chelsea?
Dylan: I’ve always lived in west London and Chelsea is just such a beautiful part of town. The building I live in is brand new (which is rare) with views over the river and park. It’s wonderful to wake up to that every morning, knowing all the charm of Chelsea is just a few minutes walk over the bridge. This areas has a kind of continental feel in some ways, but it’s still very London.
Favorite neighbourhood restaurant?
Dylan: One of my favorite restaurants is Maroush on Beauchamp Place. It’s just a simple Lebanese restaurant but the food is so fresh and good. I like to sit by the bar on a high stool for moutabal, lamb kafta and a fresh juice. London has some fantastic Lebanese food and it’s something I always enjoy introducing visitors to.
Favorite places to travel?
Dylan: There are so many! I really like travel in general. I get antsy if I haven’t been on a plane for a while. In terms of destinations, I love Toronto of course. I think Hong Kong is one of the most inspiring places in Asia. California can be pretty special and there’s nothing quite like spending a 3 day weekend taking the car over to France on Le Shuttle.
A significant life changing moment?
Dylan: When I was about 17 I visited a designer called Jon Bannenberg at his studio in London. I pestered his secretary for weeks and, finally, I was invited to come visit. I was so inspired by his studio. It cemented my love of design and the process of bringing the world new ideas.
Favorite at home cocktail and recipe please?
Dylan: Old Fashioned — bourbon, angostura bitters, dash of sugar syrup, ice and a twist of orange served in a shallow tumbler. It’s quite hard to balance all the flavors perfectly, but when it happens it’s just magical.
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Voula Monoholias is a contributing photographer for Toronto Standard. Follow her on Twitter @voulavous.
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