Member Stories
Crush

Carl, as one of our newest members, could you tell us what you do?

Hello. I’m the founder of Crush Creative. We’re a team of 12 based in Brighton, and I’m currently looking after the team from a desk at Pixel Penzance.

We’re an ideas-led creative agency made up of a core team of thinkers, designers, illustrators and animators. We work primarily in the entertainment industry for clients in the US, including Netflix, PepsiCo, Universal, Hasbro and Warner Bros.

 What was your journey to founding a creative agency?

I grew up in Yorkshire (in the same town as the founder of Forward Space!).  At the age of 16, I couldn’t wait to leave school. When I did, I had zero plans and ended up working in a supermarket. It only took a few months to realise I’d made a terrible mistake.

The only subject I really enjoyed at school was art, so I moved to Scarborough to study Graphic Design. I had no idea what graphic design even was back then, but I immediately knew it was what I’d been looking for. In 1990, after four years of study, I moved to London and began working in the music industry designing record covers and directing video shoots. In 1998, I set up my own agency, Crush. The rest is history.

What were some personal favourite projects you’ve undertaken?

I’ve been lucky enough to work across so many industries over the years. Some of my most treasured memories come from working with bands and DJs.

Early in the life of Crush, I worked on a global dance music tour for Heineken. I travelled the world working with my DJ heroes and made friends for life in the process.

More recent favourite projects include work for F1, Hasbro, Warner Bros and Universal Studios. We work primarily in the entertainment space, so the creative opportunities are fantastic.

What’s something you’re really enjoying seeing in the design world?

We’ve been on a bit of a mission recently to fight the AI slop that some parts of the design world are throwing out. What excites me right now is seeing a renewed passion for genuine craftsmanship in design and illustration.

We do utilise AI at Crush, but only as a tool to help visualise our ideas. Contrary to popular belief, many of our major US clients insist that we don’t use AI in the work we produce. Our studio mantra is: “Honour the Craft.”

And what’s something you wish you saw less of?

AI slop.

What’s your strategy when you’re in need of creative juice?

Our team lives and breathes creativity. It’s about always being open and responsive to new ideas, looking for inspiration in unexpected places, and constantly collaborating and bouncing ideas off one another.

You’ve not long landed in Cornwall, how do you find the creative scene?

I’ve been visiting Cornwall every year for the past 27 years and plan to move here very soon. It seems like there are pockets of creativity bubbling away, but I’m looking forward to digging a bit deeper to discover who’s here and what they’re creating.

If you have any tips, I’d love to hear them.

Back in Brighton, I ran a creative networking event called GLUG. We brought together speakers, live art, pop-up design stalls and DJs four times a year on Friday nights. The events became legendary in Brighton and regularly attracted more than 400 people.

We ran around 30 events before Covid put a stop to the fun.

I’m looking forward to seeing what Penzance has to offer.

Has joining Pixel made a difference to your work-life?

Pixel has been the perfect place for me to work when I’m in Cornwall. My team is based in Brighton and we work in a hybrid way, so I spend much of my day in the phone booths or chatting with the team on Slack.

We’re currently renovating a house in Treen, so Pixel is the ideal place to get my head down and focus.

When you’re not designing, what do you get up to in your spare time?

I love electronic music, so whenever I can find the time, I’ll be tinkering with drum machines and synthesisers.

I also make and release acid techno under my own name.

As a founder of an award winning creative agency, what career advice would you give to younger Carl, or any keen graphic designers?

Concentrate on creativity and set your sights high.

And finally

Mushy peas or curry sauce?   Both