Logic Design is first and foremost a team. Each month, we shine a light on a member of the #LogicTeam and introduce you to the people behind the scenes. Today, we present Elsa Lorich, the Art Director of the agency.
At the time of writing we are in the final phase of deconfinement but remote working is still de rigeur. So I’m sitting face-to-face with Art Director Elsa Lorich on a balcony overlooking the city.
Elsa is what we call a ‘jack of all trades’ designer. Typography, motion design, illustration, packaging… whatever the technique our young graphic designer has the challenge of putting concepts into images.
The confinement break has in no way hampered her creativity! Notably she participated in the “Jolie mai 2020” challenge which inspires people to ‘draw in your style’ on a defined theme and then posting the illustrations on Instagram. To add spice to the exercise she imposed a 30 minute limit… hardly enough time to take a breath!
In her younger years Elsa took up art classes learning to draw, paint and do collage. With this multi-faceted approach she got a taste of the arts. The next logical step was for her to join ECV Paris, an art school and creative community to learn the basics of a graphic designer’s craft. ‘ I learnt that graphic design is a profession carried out in the shadows. If it’s well done it’s not noticeable’.
During her various internships Elsa discovered the world of branding and packaging. Using her solid network built up during her studies she set out as a freelance. A year later she was drawn to packaging and decided to try the agency world. ‘ Contacts and exchanging with others is so important and enriching. I wanted to develop with other creatives by my side, because you always learn a lot from others.’
It has been two years since Elsa joined the Logic Design team! At the agency, she works mainly on the Nestlé brands (Nestlé Health Science, Guigoz, etc.) with the Blue Ocean team. ‘For me, team cohesion is essential. We know that we can count on each other and that we’ll find solutions together with a few jokes and smiles thrown in! ‘
With her rebellious mane and shy smile she charmed her way into her team and the agency. It’s hardly surprising that a young suitor proposed to her two months ago ? We wish her bags of happiness and a colourful life!
Clémence Lejeune, communication manager
Discover other members of the Logic Team here!
Key words : branding agency, design, brand leadership
