The Right Side is the latest creative agency to move into Bethnal Green's Pill Box. They were based on Redchurch Street but recently moved into Workspace to accomodate their growing workforce. They provide branding, graphic design and art direction across print, video and web for a diverse range of clients. And diverse is the right word to describe their clients; they've worked with Placebo, Dave Gorman, The Specials, the Isle of Wight Festival, Emili Sandé, The MIghty Boosh and Take That. Impressive stuff.
Tom Welsh, their MD, was kind enough to take some time out to tell us a bit about The Right Side, what he considers their biggest business challenges and why he thinks video is the future.
Tell us a bit about yourself
I’ve worked in the music industry for over ten years now, in varied roles. I built and ran a music studio, launched festivals, played in bands, lead merchandising campaigns for some of the world’s biggest artists and now act as Managing Director for a design agency. I even have a degree in Pop Music (yes, that does actually exist).
Tell us about your business
The Right Side is a best-in-class, multi-disciplined creative studio. A bunch of highly creative designers, directors, illustrators, and motionographers. We provide branding, design and art direction across print, video and web. We’re lucky to work with some of the most culturally influential people and brands in the world.
Where were you based before? Why have you decided to move into Pill Box?
We were based on Redchurch Street in Shoreditch, but due to rapid growth within the agency, we took the opportunity to find a new home for the growing team.
Business-wise, what are you most proud of?
I wouldn’t say we were proud of one piece of work in particular, but working closely with hands-on artists such as Muse and Plan B is a real pleasure.
What have been your biggest business challenges?
Trying to match a client brief with their budget is almost always the biggest challenge. We refer them to our ‘value triangle’: Cheap / Quick / Great. You can only choose two...
Where do you see The Right Side in a year's time? In three years’ time?
We’re expanding our client base into the corporate sector, taking our skills in the entertainment industry and applying them to lifestyle brands. Three years time, I can see us growing significantly in our video department, a lot of our work is now coming through 3D and animation.
What are the most important trends in design and branding?
One of the fundamental challenges we face on every project is establishing the relevant audience. What our client wants to see isn’t necessarily what their fans or customers want, so part of our job is to research current trends and demographics to ensure our creative connects with audience.
If you weren’t head honcho at The Right Side, what would you be doing? What do you think the rest of your team would be doing?
I’m sure I’d be within the music industry… Music Management perhaps? The rest of the team would be in the job centre where I found them.
Who would you ask (dead or alive) to be a dream member on your board of directors?
From a creative perspective, I’d have to say someone like Milton Glaser. His influence within the advertising industry in the 1960’s still resonates across much of what we see in the media today. From a purely business angle, I think I’d go for someone like Michael Rapino, Live Nation CEO. Purely based on the amount of great bands and events he could introduce us to.
What are the most important things for you in an office space? What's your office luxury?
A decent coffee machine.
Have a look at The Right Side's amazing work here.
Follow them on Twitter @rightsidestudio
Please get in touch if you're based at Workspace and would like to take part in the profile feature.