TYPO London 2011 Places

Dylan Griffith

Dylan is a designer and creative director who divides his time between Amsterdam, London and Cardiff.

He is currently a creative consultant to the MTV World Design Studio based in Milan – a multidisciplinary studio that exclusively provides creative direction for the MTV brands within Viacom International Media Networks ­– brands and identities that are consumed by an audience of 578 million households worldwide. Dylan spearheaded the corporation’s first international rebrand that launched in 2009 and recently refreshed the Channel’s whole look and feel in July 2011.

When not aiming to please mass youth audiences with motion design Dylan consults for Smörgåsbord, a studio he co-owns that offers ‘Branding, Strategy and Art Direction – a selection of good things’. Here he engages with smaller brands that are often only beginning their journey. Whilst drawn by the contrasts in scale, reach and person-ability between ‘big & small’ he applies the same rigorous thought process – never compromising on the purity of an idea or its execution. Future studio projects involve an architectural and civic slant that will lead to city and country branding.

Prior to working with the MTV brand Dylan was the Creative Director of S4C where he rebranded the channel in 2007 and before that he was a Promo Director at the BBC.
Creative Consultant
MTV and Smörgåsbord
Talk: Friday 18:00 Jeffery Hall
Scale and Reach...
Dylan’s informal talk will touch upon work produced for MTV International, Smörgåsbord and S4C – investigating work practices and approach and how the difference in scale and reach of projects shouldn’t come between a good idea and its subsequent application.

The challenge with MTV’s first international rebrand was to appeal to an audience of 578 million households across 162 territories, whilst the challenge for Smörgåsbord’s first client – the Otley Brewing Company – was initially to appeal to beer drinkers in the pub next door to the start-up microbrewery in Pontypridd, South Wales…

He will discuss how real ale branding doesn’t need to involve badgers or dragons and will muse over the challenges of producing a rich visual language that is both relevant and engaging – not bland and generic – for MTV’s multi ethnic global youth audience. We’ll take a look at ‘Pop x 1000%’ – the rebrand’s mantra developed in collaboration with ‘Universal Everything’ and the creation of an onscreen infographic system that works across 8 alphabets worldwide.