Matt Pyke is creative director at Universal Everything working at the crossover between art and design for clients including Audi, Coldplay, Chanel and the London 2012 Olympics. His works have been shown in galleries such as the V&A Museum in London, MOMA in New York, Framed in Tokyo and the digital art museum La Gaîté Lyrique in Paris.
What do you understand by good communication design?
Good communication design tells a story that evokes feelings, touches you instantly and expresses a vision without needing an explanation.
Which of your projects has been
the biggest challenge for you so far?
The Mobius Loop project was the most challenging one. First of all, it was an experience with new media, but even more exciting was to work in a really multi-cultural team. Within this global context, the challenge was to communicate the company values in a different way that creates empathy and commitment beyond the cultural mind-set.