Luke van Peel

Art Director & Designer with a passion for advertising and branding.

[Luke van Peel @vanpeeldesign]

Early brand and pack design development 👀

[Luke van Peel @vanpeeldesign]

@harley_johnston Nice work!

[Luke van Peel @vanpeeldesign]

@order @getsimplehealth @heavy_ai Some cracking logo-marks 🔥

[Luke van Peel @vanpeeldesign]

@_sgrace @CD_and_Co Nice one! Fantastic art direction too 🔥

[Luke van Peel @vanpeeldesign]

More progress, but canned concept

[Luke van Peel @vanpeeldesign]

Brand and design proposals for Ada skin care – more soon 👀🤩

[Luke van Peel @vanpeeldesign]

Shapes, designs and mockups

[thisisgrey @thisisgrey]

https://t.co/3GxquFkcou — There are a few modern heroes out there keeping modern as modern as always and sure, Luke Van Peel is one (@vanpeeldesign).

[Luke van Peel @vanpeeldesign]

@thisisgrey Thanks mate! Keep up the good fight.

[Luke van Peel @vanpeeldesign]

Yeah nah!

[Claire @clairestrickett]

Thanks, I hate it

https://t.co/atTzJYJ3bZ

[Luke van Peel @vanpeeldesign]

Morning fog

[Luke van Peel @vanpeeldesign]

Updating your folio is always a task, but I find it can be a good way to get some retrospective. A fav project from 2020.

[Luke van Peel @vanpeeldesign]

@BenSteers Cheers Ben.

[Luke van Peel @vanpeeldesign]

New work: Re-brand proposal for Dettol, Aust market. Art direction, logo and packaging design.

[Luke van Peel @vanpeeldesign]

@Larsennez No, Australian market.

[Luke van Peel @vanpeeldesign]

So well-put. "Creativity, is a function of the library in your head."

[Billy Oppenheimer @bpoppenheimer]

In 1985, Nike held a 24-hour shoe design contest.

Nike was struggling. Their stock dropped 50%. They had to lay off people. Adidas, Converse, & Reebok were all selling more shoes.

So in a panicked attempt to find creative talent, Nike held a shoe design contest.

The winner was

A corporate architect named Tinker Hatfield.

"Two days after the competition," he said, "I wasn't even asked—I was told that I was now a footwear designer for Nike."

As he got to work on his first official shoe design, he thought about a building he had studied in architecture school: The Centre Pompidou in Paris.

The Centre Pompidou is an inside-out building, meaning that the structural, mechanical, and circulation systems are all exposed.

“That building,” Tinker said, “was describing what it was to the people of Paris. And I thought, ‘Well why not do that with a shoe? Let’s cut a hole in the side and show what’s in the shoe.’”

So Tinker designed an inside-out shoe:

The Air Max 1.

The Air Max 1 was a massive success, and it steered Nike's design direction from then on.

"To this day," Tinker says, "Phil Knight says I saved Nike."

Takeaway 1:

Had he not studied that building in Paris, Tinker says, he couldn’t have created the Air Max.

Creativity, he says, is a function of the “library in your head."

“When you sit down to create something...what you create is a culmination of everything you’ve seen and done previous to that point.”

Takeaway 2:

Tinker Hatfield went to architecture school and then he was a corporate architect for 4.5 years. Then, literally overnight, he became one of the best shoe designers in the world.

This makes me think of a counter-intuitive discovery made by psychologist Charles Spearman in 1904.

Before Spearman, the natural assumption was that the more you specialize in one thing, the worse you’ll be at other things.

Instead, Spearman discovered "the positive manifold" phenomenon.

He found that different abilities tend to be positively correlated. That the expertise gained through specialization is transferrable. That the cognitive and creative abilities cultivated as an architect could positively correlate with being a shoe designer.

- - -

"Creativity is a function of the previous work you put in."  — Robert Greene

Follow @bpoppenheimer for more content like this!

[Luke van Peel @vanpeeldesign]

@SteveWolfDesign Really nice work!

[Luke van Peel @vanpeeldesign]

@roysmithlogo Great work, cracking logo-marks!

[Luke van Peel @vanpeeldesign]

@madebyconley Thanks mate!

[Luke van Peel @vanpeeldesign]

New work: Proposed logo for a digital platform (app) to promote and manage ticket sales across socials.