FOUNDER AND CEO, PERSPECTIVE: BRANDING, SAN FRANCISCO CA
Simon Thorneycroft, an Englishman, began his career in London working for Landor. He worked on corporate identity, retail environments and ultimately consumer packaging where he has spent most of his career. In 1999, Simon moved to Landor San Francisco, where he led creative teams for Pepsico International, Suiza foods and Frito-Lay North America. In 2003, Simon relocated to Spain as Creative Director to rebuild a depleted Landor office. Although based in Madrid, Simon also was responsible for a creative team in London (upon winning a multi-agency pitch for Royal Numico), leading all creative work and co-managing the account across Europe. In 2005, Simon left Landor and moved back to the Bay Area to found Perspective: Branding. He brings a unique global perspective to create powerful brands including: Pepsico, Mike’s Hard Lemonade, Mission Foods, Wise Snacks, Whitewave Foods, Sugar Foods, Dymatize Nutrition, Kraft, Danone, United Biscuits, Suchard, Milka, Nestlé, Royal Numico and Knorr.
WHERE WERE YOU BORN? WHERE DO YOU LIVE NOW?
I was born in Hertfordshire, England, which definitely set the tone for my character and provided ample fodder for my English sense of humor. I have lived in the wonderful city of Madrid but call San Francisco Bay Area home for the last 12 years. Each place has influenced me and helped me to appreciate the positive differences that make each country and culture special.
DID YOU GO TO DESIGN SCHOOL?
I went to Falmouth School of Art in Cornwall. In my second year, I interned at Landor’s London office. They offered me a job, so I finished my course work while working. The instructors at Falmouth were amazing at working with me.
LEFTY OR RIGHTY?
I was completely ambidextrous as a child. It was my party trick! Now, sadly, I am just a righty!
MORNING PERSON OR NIGHT OWL?
Both. The good stuff happens in the morning and the bad stuff happens at night!
FICTIONAL OR HISTORICAL CHARACTER YOU’VE ALWAYS IDENTIFIED WITH?
Sir Winston Churchill. In the face of the ultimate challenge, his courage, honor, passion and leadership were unstoppable.
ARE YOU MUSICAL AND/OR DO YOU PLAY AN INSTRUMENT?
I taught myself to play piano when I was a teenager. Music is very important to me, and I can’t work without it.
WHAT WAS YOUR FAVORITE CHILDHOOD TV SHOW?
The A-Team. (I love it when a plan comes together.)
LAST BOOK YOU READ?
A Beautiful Constraint by Adam Morgan and Mark Barden
A cat named Ice Cream
WHAT LANGUAGES ARE YOU FLUENT IN?
I am fluent in English and I am learning American.
Blade Runner, Rocky, Gladiator, Casino Royale
FAVORITE FINE ARTIST?
March of Dimes
FAVORITE FREE TIME ACTIVITY?
What’s free time?!
WHAT’S THE LAST COMPLIMENT YOU GOT?
A new client called this morning with project number two.
DO YOU COLLECT ANYTHING?
COLOR USED MOST OFTEN IN YOUR DESIGN?
TYPEFACE USED MOST OFTEN?
No favorites. I love all my children equally.
DO YOU HAVE A DESIGN MENTOR OR INSPIRATION?
Alison Sloga offered me the internship at Landor and then hired me at age 20. Besides being an insanely hard worker, an annoyingly creative talent and a lovely person, she also believed in me, trusted me, kicked me in the ass, forgave me and always helped find my best ideas.
GREATEST STRENGTH/WEAKNESS AS A DESIGNER?
I believe everything is possible.
ADVICE TO A YOUNG DESIGNER JUST STARTING OUT?
Always assume you are not the smartest in the room.
IF YOU WERE NOT A DESIGNER, WHAT WOULD YOU BE?
In the military
A MANTRA OR SAYING YOU LIVE BY?
Be Visible, Be Visceral, Be Memorable.