Annie Nguyen Helps Bring Brand Visions to Life With Design-Driven Imagery
Annie Nguyen Helps Bring Brand Visions to Life With Design-Driven Imagery
Design Director Annie Nguyen Talks ‘fauxtography’ and Communicating Through Visual Expression
Photography by Jacqueline Di Milia for Nike Sportswear | Creative Direction by Annie Nguyen
Name:
Annie Nguyen
Words:
Caroline Meeusen
Photography:
Annie Nguyen
After having worked in advertising and marketing, LA-based artist Annie Nguyen now lets her ideas and creativity run wild as Design Director, now and then venturing into photography and surpassing just graphic design. She has always communicated through visual expression and continues to explore that expression through her clean, minimalistic images where she mostly depicts her two big loves: fashion and architecture, in which she finds order and calm in this fast-moving world. Being born and raised in Honolulu, Hawaii Nguyen infuses her approach to projects and clients with kindness and respect always resulting in soothing design. She tells us all about her hobby photography and how she expresses herself visually.
VISUAL PLEASURE Magazine: How did you know you wanted to work in the creative business? Why did you choose this field?
Annie Nguyen: I was fortunate to know from a young age that I wanted to pursue design. It actually started from web design when I was 12. I would spend hours trying to learn how to code my own sites from scratch. It was during this time that I spent a lot of time with graphic programs such as Fireworks or Photoshop. I found it incredibly fulfilling. It only made sense when it became time to formalize a major at university that I chose design. I still do find it very fulfilling, although design for me now surpasses just graphic design.
Did you always express yourself visually?
Yes, for as long as I can remember I’ve always preferred visual expression over any other method. I drew a lot as a child up until college, though I don’t draw so much anymore nowadays. I believe that this is the best way I can communicate.
What does your job encompass exactly?
My job varies depending on project needs from clients. Currently, a lot of the project demands have been storytelling through content creation so it involves a lot of creative/art direction, sometimes I am asked to help produce shoots, select casting, or even trickle into post-production with overseeing retouching and designing layouts for final output.
I understand you were born and raised in Honolulu. Does your culture have an influence on your work? Is it incorporated in your designs or style?
I would say that stylistically, being from Hawaii doesn’t directly influence my work. However, it definitely affects how I approach business and working with people. Hawaii instilled in me that you can do business kindly, honestly, and respectfully and that’s something that I keep at the top of my mind when I'm working with others.
Scrolling through your Instagram, it seems that architecture and fashion are a common theme or inspiration for your photography. What inspires you or what do you find so interesting about these sources?
Yes, I love both fashion and architecture tremendously. I think this all stems from my love for design, which then just trickles into other areas of needing to look at all things designed. I have a great appreciation for clean-lined architecture and fashion. I think the reason I am attracted to such order is I often find life and work to be fast moving and chaotic. So, when I look at something so orderly and thoughtful, it calms me. Most all the photos I choose to share on Instagram bring me a sense of peace. Aside from that, the practical aspect of why I choose to photograph what I do is also so I can train my eye and then implement what I learn into client work.
What do you love the most about photography?
I consider myself a ‘fauxtographer’. I am not formally trained and am not so keen on the technical aspects of photography but I love to do it. I love photography because there’s a decisive moment in every photo and there is intention. I relate it to how I approach design and making design decisions. However, unlike working from sketchbook to computer like I do with graphic design, photography not only requires composition, but all the variables have to be just right: light, subject, background, foreground, etc. It’s a challenge for me but I enjoy problem solving and spending time trying to figure out how to get shots I want.
What do you try to document in your photographs?
I try to document my interests. There’s a lot that I don’t share online. A lot of my photographs are of mundane vignettes or random strangers. When I travel, I use photography just to record my trip. It can be annoying because I do end up with a lot of photos. I just want to make sure I remember it all. I try to have fun with it as well. When I am at home in Los Angeles, I end up photographing buildings or sometimes silly things like a new purchase in some good light or a cup of water.
Which brand did you love to design for the most, what was a favorite project and why?
I would say a personal favorite client would be Nike. It’s been a long-time dream to work with Nike and I am so grateful for the opportunity. To me, Nike is the case study brand. I may be biased because this was a big deal for me growing up in the 90s. I remember all the ads on television and today the swoosh is one of the most distinguished logos in the world. All of this truly excites me as a designer. Not to mention, Nike’s approach to how it engages consumers and the overall product design is incredible. Also, I happen to love sneakers so that is a big part of it!
What is still on your design bucket list?
I don’t know necessarily if I have a design bucket list. At this moment, I would love to continue to do more campaign storytelling work in a 360-degree manner. I want to learn how to tell those stories on as many mediums and platforms as possible.
