Creative Director Alex Normanton: ‘The power of a simple idea always cuts through the noise.’

Creative Director Alex Normanton: ‘The power of a simple idea always cuts through the noise.’

Alex Normanton’s strategic design and advertising expertise haven't gone unnoticed. Clio Awards, Cannes Lions, Creative Circle: during his creative career of nearly two decades, Alex Normanton has won an award (or two) himself. He’s currently working as Creative Director at Design Bridge Amsterdam. It’s no wonder therefore that he joined our Jury in the Design – Brand and Spatial category.

What's one project you're most proud of? Why?

Tricky one to select - too many to mention! Probably winning a Graphic Platinum Award for a poster I once designed for a small UK charity called Onelife. The power of a simple idea always cuts through the noise, combined with attention to detail and craft. It’s always a good feeling to do award-winning work and beat the competitors, including big design studios.

What's the most interesting trend in your professional field for the next decade?

Storytelling, emotional engagement and the power of simplicity. Delivering content that is meaningful and connecting with your audience. Designing with purpose.

What do you do to get into your creative zone?

Three shots of double espresso, chilled vibes on Spotify and talking with my creative team. We weren’t designed to be creative in isolation. I believe the best work comes through healthy and constructive collaboration.

Name one skill that you find most underestimated in your particular field?

Listening.

What do you think defines the Dutch creative community?

A sense that everything is possible and always striving for something better.

Who do you define as a (creative) visionary?

Dieter Rams.