Vinay Mistry, ECD at DesignStudio, on Finding That Emotional Hook

Visual storytelling in sports and beyond

With over 10 years of experience, Vinay has led multiple projects for brands including the BBC, Bentley, Williams F1, Mind, the English Cricket Board and Virgin.

Vinay spearheads the hiring of creatives from around the world, as well as promoting young people to have an equal voice in the design industry.

He also lectures across the U.K. at universities and leads Popped Corn Collective, a group of international designers who love to create, explore and experiment.

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

Vinay, tell us …

Where you grew up, and where you live now.

I was born and raised in Bradford, a small city in West Yorkshire, U.K. After university, I moved to London, which is now my forever home.

How you first realized you were creative.

As a kid I LOVED drawing new football kits for FC Barcelona. I’d draw new shirts with different patterns and colors without really knowing what I was doing.

A person you idolized creatively early on.

I loved Benjamin Zephaniah’s poetry. I was drawn to his perspective and raw emotion. It was something I could see all around me in Bradford. He was the inspiration for my final high school project.

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

I created a fake brand for a fake bar called “Flex.” This was the first project where I developed a logo using any materials I could find. From this point, I knew I wanted to create logos for a living.

A visual artist or band/musician you admire.

I’ve been listening to 50 Cent since his debut. His journey, stories and hunger for more shows that no matter where you’re from, with a no-fear attitude you can always succeed.

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

I recently watched Dune Part Two and it’s one of the most awe-inspiring films I’ve ever seen. The cinematography, score and visual effects are expertly crafted. This is what cinema was made for.

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

“OneFootball.” We created a super smart symbol and wanted to develop a generator that would develop the rest of the visual assets. We didn’t know how to do this, so we made sketches and animation tests to show how this might work. We eventually got buy-in from the client. We collaborated with Artificial Rome to develop the generator, which has led to the awesome visuals you can now see.

A recent project you’re proud of. 

Working with the mental-health charity Mind has been incredibly fulfilling. It makes me so proud to be a part of the creative industry, knowing that what we do can change lives.

Someone else’s work that inspired you years ago. 

The London 2012 Olympics brand by Wolff Olins. It came out to some mixed reviews, but it was so powerful in its story (to inspire a generation) and so distinctive in design. I learned that when you create something innovative not everyone will understand it right away—but that’s a good thing.

Someone else’s work you admired lately. 

Right now, I’m in love with Yonk, a Dutch duo using VR sculpting to create 3D animations. Everything they do blows my mind. We’ve even collaborated with them on some characters for SVNS.

Your main strength as a creative person.

Telling stories and finding that emotional hook.

Your biggest weakness.

To settle when I think something is right. That’s why I work with so many people with different perspectives, so we keep exploring to create something new.

A mentor who helped you navigate the industry.

As a junior at Interbrand I worked with Dan Barber, a freelance creative director who took me under his wing and showed me how to craft a brand identity. A lot of my early success is because of Dan’s guidance.

How you’re paying it forward with the next generation of creatives.

We regularly present and set design briefs for university students. This way we can share our industry knowledge and help them get ready for the world of work.

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

Working at a factory in Bradford.