Microsoft's John Malozzi on Being Provocative

If you can't provoke, then what's the point?

With more than 25 years of experience, John is currently creative director of brand expression at Microsoft.

We spent two minutes with John to learn more about his background, his creative inspirations and recent work he’s admired. 

John, tell us …

Where you grew up, and where you live now.

I was born in Utica, N.Y., but I have always been drawn to Brooklyn and I’ve lived here for 33 years. Its mash-up of cultures is unlike anywhere else in the U.S.—a lot of creative people, all of whom are doing pretty unique things.

How you first realized you were creative.

When I started writing graffiti in 1985. I was obsessed with the entire scene, but particularly loved the idea of creating messages that people could see on a massive scale. And it became my form of expression. As designers, we should always make trouble. If you can’t provoke, then what’s the point? This was very much remains my approach to creativity today.

A person you idolized creatively early on.

Bronx graffiti legend See, is a craftsman, a true artist. Because most graffiti was illegal, you had to be quick and create something with poor lighting. He was able to create beauty with a consistent, ownable style under these conditions. 

A moment from high school or college that changed your life.

When I was in college (F.I.T.), I designed my first logo, featuring a woman and child with a hidden “#1” in the negative space. Named “First Steps,” it was hand-drawn, as computers weren’t permitted. It was a moment when everything felt like it just fell into place. I loved the entire process. It didn’t feel like work. I could be creative and do something that I loved. And people would pay me to do this for a living? It was a no-brainer. Once the project was complete, I knew that this was the career path I wanted to follow. 

A visual artist or band/musician you admire.

I’ve always admired Tibor Kalman, especially for his work as editor-in-chief at Colors Magazine. His designs weren’t just about beauty, they went further than this to create something that provoked. These striking visuals made you think, feel delighted and sometimes uncomfortable. He knew exactly who he was—and was unapologetically his true self in his work. 

A book, movie, TV show or podcast you recently found inspiring.

I loved the film Squaring the Circle (The Story of Hipgnosis), which tells the story of Storm Thorgerson and Aubrey Powell, the creatives behind design studio, Hipgnosis. They worked with music greats such as Led Zeppelin and Pink Floyd to create iconic album covers. Their designs weren’t just album covers, they were art and each one has a legacy that will live on.

One of your favorite creative projects you’ve ever worked on. 

I was fortunate to work on the rebrand of American Airlines. It was the first rebrand in over 40 years of such an iconic brand. I drew the current logo, which still feels exciting 11 years on. 

A recent project you’re proud of.

It was an honor to work on the brand refresh for Martin Guitar—an iconic brand with almost 200 years of heritage and a loyal customer base. We created a new verbal and visual identity to introduce Martin to the next generation while making sure we maintained elements that its fans feel emotionally connected to.

Someone else’s work that inspired you years ago.

I remember seeing the work of photographer Chi Modu for the first time and being drawn to the way he captured images of hip-hop artists. He brought a level of sophistication, art and dignity. His photographs always tell a story. We ultimately became friends and had a lot of respect for one another. Chi passed away 2021, a huge loss.

Someone else’s work you admire lately.

Pablo Rochat puts design front and center of its work. It is consistently adding joy and fun to the point where I look forward to seeing whatever it does next. The campaign launching Nike’s Zoom Freak 5 immediately made me want to buy the trainers.

Your main strength as a creative person.

I’m curious about everything. I want to know the thinking behind ideas, or the history. I don’t leave any questions unanswered.

What you’d be doing if you weren’t in branding.

I’d be doing something involving photography or video. We live in a world where everything is disposable and moments pass so quickly, so taking photos is the best way to capture and document things that we inevitably want to look back on.