Interview with Shadi Al Hroub, Sr. Creative Director of Gate 10 LLC, OM

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Shadi Al Hroub

As Sr. Creative Director of Gate 10 LLC, Shadi’s creative philosophy allows him to determine the creative vision of a brand or project and manifest the vision through different mediums.

Shadi Al Hroub | Gate 10 LLC | VEGA Awards

Interview with the 2019 VEGA Digital Awards Winner - Shadi Al Hroub

1Please give us a brief bio of yourself and your design background.

I have 16 years’ experience in design and communications, including over 7 years of research in branding and advertising specifically. I have won numerous international design awards and designs at the international level. My design experience ranges from creative direction, packaging, branding, and Multimedia (both traditional and digital). I worked as a professor in creative design in various American universities and as a creative consultant at Leo Burnett, Hilton Worldwide, Jordan Aviation, Royal Falcon, Jordan Duty-Free, Samsung, Macdonald, G2000, Hublot, The One, International Trade Center (UN) and various international NGOs such as UNRWA, Global Health Development, and USAID.

I was a final judge for the Stevie Awards for Creative Communications & International Business Awards where I evaluated DHL, Nivea, Pepsi, Coca-Cola, and more big names, I was a final judge for Future Ideas, Adobe Achievements Awards 2018, the A’ design awards, and Grand Jury Panel at Vega Digital Awards.

2What made you become/why did you choose to become a designer/artist?

My career has led me to specialize increasingly in the design medium at international levels. The reason for this is because from a young age I have always had a very high interest in advertising and creative design, because everything that is around us has been designed and this has always fascinated me.

3Tell us more about your business/company, job profile, and what you do.

Establishing our creative philosophy, objectives, and strategies that will lead us to a creative output. As a creative director, I determine the creative vision of a brand or project and manifests that vision through digital and print installations, plus establishing budgets and timelines and manages client relationships.

4What’s your favorite kind of design and why?

One of the great things about working in digital is that the work can be viewed on a screen without limitations. At a glance, it's a life.

5To you, what makes a “good” design?

The concept is the foundation of any successful design — it’s like design DNA. Before I touch the computer or even start sketching, I figure out what I am trying to say conceptually. The concept provides the direction for the entire project. Without a solid concept, it's almost impossible to create a lasting design.

6Describe your design style and its main characteristics.

Savage style, ambiguous representation of an object/concept, and individual interpretation

7Tell us about your design process.

If you pay attention to detail, are patient, creative, and like solving problems, then you are well on your way. Try to establish a new style.

A style is a tool; it’s the thing you’re using to hit the target. Think about the colors you want to use and what those colors mean. Think about the imagery that supports your focus, the pace that attracts your audience, the words that communicate to them. Think about the cultural references and landmarks that establish a common frame of reference between you and your audience. There is great prestige attached to the world “creative.” Creative people apparently whip up magical ideas—wonderful solutions to the most complex problems.

8Where do you draw inspiration from?

From music, movies or a book.

9What current trends in digital design (or really anything digital related) are you most excited about?

The Negative Space, it is the breathing room around the subject that determines how appealing it looks

10Congratulations! As the winner of the 2019 Vega Awards, what does it mean to you and your company and team to receive this award distinction?

Our purpose is to make life better by design. Our vision is a world where the role and value of design are recognized as a fundamental creator of value, enabling happier, better products, better processes, and better performance. Vega award can boost our firm reputation, setting us "apart from the crowd." It also gives our team morale a boost by highlighting team and individual achievements, plus help to cement our credibility.

11Can you explain a bit about the winning work you entered into the 2019 Vega Awards, and why you chose to enter this project?

e-Creative Proposal, the unique tool used to build and submit project proposals and to reduce the wastage of paper and friendly environment.

12What was the biggest challenge with this project?

In this technology-mediated world, e-proposal is becoming a powerful medium for doing business globally. However, while transacting with global e-business, the trustworthiness of security and delivery of products/services are affected, and they could not leverage the potential benefit of an e-proposal.

13How has winning an Award developed your practice/career?

Awards send positive messages to employees that their company is doing well and helps generate company pride. They can also provide recognition of employee contribution to that success, impacting job satisfaction, and retention. They also play a positive role in recruitment, attracting people to a successful company.

14What are your top three (3) favorite things about the digital industry?

The digitalization of the media industry has been driven by changing consumer behavior and expectations, especially among younger generations who demand instant access to content, anytime, anywhere.

My most favorite three things are:

- Branding news & views

- Creative studies

- Virtual Realty

15What makes your country specifically, unique in the digital industry?

Digitalization can be compared to industrialization in what would be its eventual impact on economic and social institutions. As industrialization placed machine power at the center of the economy, digitalization makes digital intelligence its new fulcrum.

16Where do you see the evolution of digital industry going over the next 5-10 years?

For the digital age, it is sectoral platforms that re-organize entire economic activities in any sector based on digital intelligence arising from data. E-commerce is a very superficial way to designate this phenomenon. The digital economy is defined by digital intelligence services, especially as they manifest in the operation of sector-wide platforms.

17If you were a student entering this industry or an aspiring Vega Award submitter, what advice would you give them?

There are two kinds of digital creatives. One that is focused on a narrow service segment. These normally exist in an open competitive field and are highly innovative. Digital innovation is its competitive edge. The other kind is those aiming to own the digital platform or marketplace of the whole sector. They are monopolistic by their very nature.

18What resources would you recommend to someone who wants to improve their skills in the digital industry?

Possessing digital skills is so important in today’s modern world, as it's essential for both for your personal life and in the workplace. Take free online courses and practice your skills over time.

19Tell us something you have never told anyone else.

In trying to figure out what the future of design will look like, we’re at a bit of a loss.

20Who has inspired you in your life and why?

I find inspiration in a variety of people and things.

21What is your key to success? Any parting words of wisdom?

The concept is the foundation of any successful design — it’s like design DNA. Before I touch the computer or even start sketching, I figure out what I am trying to say conceptually. The concept provides the direction for the entire project. Without a solid concept, it's almost impossible to create a lasting design.

22Do you have anything else you would like to add to the interview?

Design is a great way to make a living. It can be fulfilling, helpful, and your work can have an impact on people and culture.

Winning Entries

e-Creative Proposal | 2019

e-Creative Proposal | Gate 10 LLC | VEGA Awards
"We grow our business beyond any possible limits" Our reputation is one of excellent customer service and exceptional creative solutions. We have experience custom designing everything from market research and marketing...
(read more at VEGA Awards)

Gate 10

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