A perennial artistic globetrotter, Filip Yip is a highly decorated illustrator who calls New York and Paris home. He has amassed an impressive clientele list in a plethora of industries ranging from food to motion picture studios. Filip’s multicultural team is shaped by individuals from the US, Europe, and Asia, making Filip Yip And Co one of the most artistically diverse branding teams in the world.
Q1. You’ve consulted or assisted in the creation of numerous brands, which one has been your absolute favorite?
A. Richmond Tea, London. I loved the gig and company so much that I’ve become a cofounder of the brand.
Q2. What are some of the difficulties you face when creating a brand’s identity from scratch?
A. For starters, how much the client knows about it’s own brand attributes and ethos. Secondly, the willingness of a client to spend resources on the discovery process, market research, etc. And finally, understanding if there is a long term strategic vision about where the business is heading and the market it wants to capture.
Q3. Who was a visual inspiration to you when you first began your career?
A. Painters such as impressionist Gauguin, Van Gogh, Picasso, and Matisse.
Q4. When you create a brand’s identity, what is the message you try to deliver to their customers?
A. At top level, the look and feel should convey a clear attitude of the entity. If the visual concept has a hidden message, the discovery of such messages should further connect the audience with the organization. All in all, an experience should be shared between the two parties.
Q5. You have close connections with both New York and Paris. Is there an area in particular that inspires you more than others?
A. They inpsire me for different things. New York has the energy that vibrates any soul just by being there, although you have to live in the city for a while to overcome the negative aspects. Paris is unapologetically romantic. I met my spouse there and both of my kids were born there. It’s my portal to other parts of Europe.
Q6. If you could go back in time, what inspirational words would you give to your younger self?
A. Get high quality and relevant advice and mentoring from outside your circle and comfort zone.
Q7. Have you always aspired to be an established illustrator, or did you initially plan on a different career path?
A. I have been drawing since I was a toddler. I was educated as a graphic designer, then pursued further education in Advertising design in college.
Q8. What kind of emotional reaction, if any, do you have when you see your work either on shelves or on TV?
A. It was exciting maybe a decade ago. After getting used to the process, I’ve actually become more critical about the outcome.
Q9. Describe the most difficult aspect you face when designing a brand identity?
A. Finding out what the client knows about their own business.
Q10. If you could have any piece of artistic equipment in the world, what would it be?
A. It’d be an imaginary equipment. I’d need a machine that creates more time for me. There are so many medias for expression that I love, yet have no time to explore them because of opportunity cost.
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