When you are committed to something, it doesn’t always show. When the something is creativity and you are Will Hudson, however, you want to pursue it, be surrounded by it and tell the whole world about it. The founder and director of It’s Nice That is one of the newest members of the European YCC 2011 jury and, in his own words, a champion of creativity.
A creative livelihood
Always interested in art and design, Will studied graphic design at the University of Brighton (UK). When he eventually founded It’s Nice That in 2007, the intent was to develop a platform both to document his love of the creative industry and uncover new talent. His passion still underpins his role as director of the renowned creative consultancy, where he strives to maintain the high standards of the studio and identify new opportunities for the company.
The publishing side of It’s Nice That – namely the blog and magazine – is the most visible face of the company. The magazine is a real collector’s item, with its full-color, high-quality format. As for the content, it’s all about design, from photography, furniture and set design to music, advertising and, basically, everything that can be created.
The next big thing
Naturally, Will believes in the importance of platforms and the development of new ones. With the internet, creative practitioners have the chance to reach far wider audiences and get feedback on their work.
As for spotting new talent, Will says: “There’s no formula to identify ‘creatives’ (creative people). More often than not, the work speaks for itself. What we enjoy is being able to speak to creatives about what it is they’re doing and how they create their work.”
And this, of course, is where YCC 2011 fits in. Will considers YCC a strong platform and great opportunity for young artists – not to mention for him, as he is “always keen to see the work of the next big thing.”
Tip
As for design that has recently caught Will’s eye, he mentions the “stunning” work of
Matt Pyke from Universal Everything.
Thanks so much, Will. YCC is delighted to have you on-board!
