Steve Avrill Interview

Aside from a host of corporate clients, Dublin Ireland’s Four5one Creative work for some better-known names, including the likes of U2, Depeche Mode, Elvis Costello, Sting, and Tom Jones to just a few. Kiwi designer Brockdin Barr talked to co-owner and award winning Creative Director Steve Averill on the roof of Four5one’s office in the heart of Dublin’s culture quarter, Temple Bar.

Brockdin Barr: Tell us about how you started out and your career to date?

Steve Avrill: I started out in an advertising firm when I was about 17-18 and worked for about 20 years as a designer before moving up to Creative Director. Part of the deal was that I was to head the new design arm of the Company. Later I started Averill Brophy Associates, which is now Four5one Creative.

BB: Who are some of your clients?

SA: Most of our design clients came from the advertising agency. I had been working with U2 since the early 70’s, so we have consequently become known as music industry designers, and a lot of work has also been gained on the strength that reputation, but we have always had our agency clients, identity work and corporate work.

BB: What have been highlights of your career?

SA: The award we received for U2’s Pop Album cover.

BB: Tell us about Four5one’s mission in life?

SA: Four5one’s mission has always been to provide creative work for our clients, no matter who they are corporate or entertainment industry. It can be difficult in a small country like Ireland where budget constraints are less than you would expect than in say, the US or the UK. But we have always worked in the commercial arena so long as its creative work that is being produced that we can be proud of.

BB: What challenges will the business face in the future?

SA: We have recently re branded Four5one design, to Four5one Creative, this is our focus and challenge for the future, to bring in more creative work and increase our reputation for good work. We have an exhibition of our work for U2 that will tour the US and UK, which we hope will bring in more International work and raise Four5one’s profile on a more international level.

BB: What do you think are critical factors to success?

SA: Client relationships and making sure that the client understands what we can do and what design can do for them. Most often a client wont have any idea of a brief so we will work with them to forge a direction and build the relationship that way. A lot of the success of a project is based around trust and sometimes that needs to be built slowly and over a series of jobs. We work with clients and try to make the product work. Budget constraints are a factor also, working within the budget to provide the best that we can do.

BB: What does it take to succeed in the design business?

SA: This is an interesting question, because often it’s not about necessarily always about good design. Big offices, the amount of staff, and things like this, can impress some clients but high creative skill and good work is still required. Building good client relationships built on trust is paramount. No designer wants to create work that will hinder the product, so it’s all about making a product work and working with the client to make sure this happens. Often budget constraints will be a big factor to success also.

BB: What drives you personally?

SA: Always believing that my best work is in front of me. I also thrive on creating an exciting team that can bring something different to a job. Fostering diverse staff that can be proud of their work and can work without me being around is also important.

BB: What’s a typical day for you?

SA: The day starts for me at around 8am. I try to get into the office a little early and get grounded before all the madness starts. Being in the Creative Director role has meant that 80% of my time is spent in meetings and fostering new work. This has also meant less time in the office designing.

BB: Who do you admire most in the world of design?

SA: I tend to admire designers with a single overview such as Vaughan Oliver from the indie record label 4AD and people like David Carson while he was doing Raygun Magazine, Neville Brody at The Face. These people work with their clients who are like-minded and have great relationships and freedom.

BB: What frustrates you most about the design business?

SA: Clients who don’t understand what you do. I think it’s interesting now, because with clients seeing their receptionists using software packages, designers face a problem where they are seen as something a little above that. Budget constraints are also a frustration.

BB: How do you relax and recharge?

SA: Straight forward things really, reading, writing for Hot Press (Irish Music Magazine) watching movies and if the weather is a little better I’ll go cycling.

BB: Where do you see Four5one in 5 years?

SA: I would like to see Four5one being looked at and thought about like some of the high end US and UK design and creative firms. Ireland has a unique European situation where we are half way between the US and the UK, so expanding our reputation in those markets will be the focus.

BB: What do you want to be remembered for?

SA: Having created a situation of growth in the studio and having being credited with worthy achievements. Four5one Creative

Originally published in Issue 7 of espy Magazine.

posted February 2003