Interview with Graeme Davidson, Partner of Little Greta, UK

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Graeme Davidson

As a Partner at Little Greta, Graeme is responsible for developing new business in the UK by leading an international team of creatives and developers.

Little Greta | Muse Awards

Interview with the 2019 MUSE Creative Awards Winner - Graeme Davidson

1Please give us a brief bio of yourself, your company, job profile, etc.
I’m Graeme Davidson, and just recently I took on the position as one of four partners at Little Greta here in the UK. I’m mainly responsible for the company’s new business development in the UK.
2Tell us a bit about your business and what you do.
We are originally from the Czech Republic in 2005 when my colleagues Jan and Tom started Little Greta with them still in university. Driven equally by logic and heart, in 2016, we set up in London to further accelerate our growth. Now a company with international reach, we cater for clients of all sizes and often work with HORECA and F&B brands.

But it's the work for beer brands in particular that we got most recognition for – after all, you can't deny your DNA, can you? Also, through our sister company VRCOT, we focus on innovative technologies such as AR, MR and VR.
3Congratulations! As the winner of the 2019 Muse Awards, what does it mean to you and your company and team to receive this award distinction?
It always feels great but equally – if not more! – important is the feedback we get on our work from international markets. That’s the primary indicator, I think.
4Can you explain a bit about the winning work you entered into the 2019 Muse Awards, and why you chose to enter this project?
Submitting our work for Primator Brewery and Morous Brewery followed a long winning streak with our other beer design, Jarosov Brewery. The Jarosov branding has recently received its sixth accolade for German Design Award, and thus became one of the most appreciated and recognised Czech beer designs. We said it was enough though, so this year, we withdrew Jarosov from all competitions and started competing with our design for Primator and Morous, which we thought had equal qualities.
5What was the biggest challenge with this project?
Primator exports their beer to 30 countries and so we had to create a design that would be universally understandable in each market while still reflecting the brand’s heritage stretching back to 1872. In doing so, we decided to abandon the traditional, yet boring and overused clichés associated with a classic Czech beer – heraldry, ornamentation, crimson, green, gold... This resulted in some traditionalist dodos claiming we created a design for motor oil or some chemicals.

Morous was a completely different story – they’re a Czech regional family-owned and operated microbrewery, so the brief was much looser and less strict. By the way one of the greatest things about running an owner-operated creative agency is that you get to meet and talk to other owners with whom your work has a direct impact on – which is what we loved about Morous best.
6How has winning an Award developed your practice/career?

Awards are lovely- it shows that we are doing the right things and being recognised in our industry will undoubtedly help drive our business.
7What are your top three (3) favourite things about our industry?
1) It’s fun 2) You learn something new everyday 3) You get to travel
8What makes your country specifically, unique in the creative industry?
Historically, Little Greta comes from the Czech Rep., a country most people would associate with Prague, Skoda, Kafka, Havel, and beer – but not creativity or design. To some extent it’s a misconception – a majority of my colleagues graduated from the Faculty of Multimedia Communication, one of Europe's most creative academic institutions. So the creative potential is there for sure. And when you combine it with beer as the key theme, this creates a very interesting business niche for us to focus on.
9Where do you see the evolution of creative industry going over the next 5-10 years?
Once regarded with scepticism, augmented, mixed and virtual realities are showing promise as a hugely powerful marketing and sales tool. We believe these innovative technologies will play a crucial role in exploring, marketing and selling brands and products — and not in a distant future, but within a single generation, which is why we now have a major share in an agency specializing in this.

In the past, AR, MR and VR was not something companies would necessarily need to worry about investing in largely due to high costs and extensive development time. However, far from being a niche tool for global brands, the technology is slowly becoming more affordable and much easier to use, and particularly the dawn of 5G networks will further accelerate the growth.
10If you were a student entering this industry or an aspiring Muse Award submitter, what advice would you give them?
Just go ahead and give it a shot. We, too, were reluctant as to whether or not to submit our work, thinking there was so much great design out there. The we said sod it – and now we’re at 12 awards and counting.
11What resources would you recommend to someone who wants to improve their skills in the creative industry?
Lots of studying and reading the best out there. Learn from the expert, but don’t be afraid to show your own skills too.
12Tell us something you have never told anyone else.
If we weren’t a creative agency, we’d be an institution focusing on solving some of the hottest (sic) topics of modern era – global warming, resources dwindling, fake news. The least we can do being a creative agency is that we work with these great man and women trying to do our bit.
13Who has inspired you in your life and why?
My wife. She is fantastic in every way and has a work ethic unlike anyone else I know.
14What is your key to success? Any parting words of wisdom?
Be, and do, good
15Do you have anything else you would like to add to the interview?
There are much more important things on this planet than revenues and followers. Ecology should come first, and even more so today, which is why we support our namesake Greta Thunberg, the schoolgirl climate change warrior, as the Guardian once called her.

Winning Entries

Primator Brewery | 2019

Primator Brewery | Little Greta | Muse Awards
The agency decided to abandon the clichés — Art Nouveau ribbons, heraldry, gold, crimson and green colours, Schwabacher font etc... (read more)

Morous Brewery | 2019

Morous Brewery | Little Greta | Muse Awards
We crafted handwritten typography with portrait drawing, signature and a sign of the Sudetenland region with flat background... (read more)

Little Greta

Little Greta is a little-but great international team of creatives and developers, good-karma believers, fair players and dreamers-but-doers helping brands launch, relaunch and grow.