Veronica Mike
Creative Director

Veronica Mike is a creative director specialised in brand development and storytelling. She holds a BA in Art Direction and in 2014 she was hired as Chief Editor and Creative Director at Oslo-based ANTI, where she founded design magazine A New Type of Imprint (Best Design Media 2018). Mike is an engaged creative; she has received several awards and nominations for her work, represents Norway in two international design awards and is a frequent keynote lecturer in design and creative thinking. Earlier this year she founded It’s Friendly—a company devoted to building a more people-friendly and sustainable creative industry.

Creative Confessions
80085 For Charity
Good Space Collective
Granted Grafill Scholarship 2018
Commanded Art Director of the Year 2018
Best Design Media 2018
Design Magazine of The Year 2018
Jury European Design Awards 2019
Jury DNA Paris 2019

Key Expertise_
Creative Direction
Art Direction
Brand Development
Brand and Communcation Strategy
Content Direction and Production

Keynote Lectures_
Adobe Creative Meetup
Creative Mornings
Visuelt Design Festival
Westerdals Oslo ACT
Kristiania University

Selcted Words_
The Great Success
Letter of Suckingness
The Pursuit of (Creative) Happiness
Big Little Liars

Selected Press_
N Wind
New Nordic Design
IdN Volume 24 No.2
Spinnesiden Podcast (NO)

Selected Clients and Collaborators_
Henie Onstad Kunstsenter
Kunstnernes Hus
The Norwegian National Opera and Ballet

Awards and Jury_
Jury European Design Awards 2019
Jury DNA Paris 2019
Best Design Media 2018 A’ Design Award
Design Mag of the Year 2018 Årets Tidsskrift
Top 15 Editor of The Year 2017 Stack Award
Gold in Print Design 2017 Visuelt
Top 15 Editor of The Year 2016 Stack Award
Silver in Print Design 2016 Visuelt
Silver in Print Design 2016 Gullblyanten
Blogger of The Year 2013 Vixen
Most Inspiring Blogger 2011 Vixen

Best Design Media 2018 by A Design Award
“The selection was made by thousands of award winning designers who have voted A New Type of Imprint as one of the best design publications to follow, admire and get inspired by.”

Editor’s Letter
Big Little Liars
A New Type of Imprint, Fall 2016

After more than two years of interviewing and publishing stories on creatives, my conclusion is this: everybody is creating with a greater purpose. Whether it’s a piece of furniture or a campaign; we want it to stand the test of time, to make an impact—we want it to be more than just objects and communication.

In the meantime the market is heading in the same direction too. Director of The Design Lab at the University of California, Donald Norman, used to say that ‘Beautiful things work,’ that we bought stuff we found attractive. Well, things have changed, Norman. Pretty is not enough anymore. Not even quality is enough. Everybody can make beautiful products, but not everybody gets their message out. Which is why the focus has shifted from the value of the actual object, to the object’s story and branding.

We want emotions, personal and lojal relationships, and we want honesty. This have led to the boom of storytelling and content marketing. And while many designers and small brands are telling true stories, using positive words such as authentic, honest, handcrafted and heritage (to mention a few)—everybody else is doing it too, including big commercial brands. If they don’t have a personal story to tell, they’ll find an influencer—someone who will inspire and give them a free pass into their target group’s social media feed—and they will tell their story for them. And you’ll be open, take in the information and then BAM! A corporate logo and an effective slogan slaps you in the face at the end. I recently started thinking about this. It was furniture designer Andreas Engesvik who woke me up during a design talk, when he said, ‘Big brands are giving their objects and furniture positive words so they will sell better.’

Is true stories becoming the new shabby chic?

If so, what do we do when words like authentic, honest, environmental friendly, heritage, quality and handcrafted start to leave a bad taste in the mouth? Not to mention the word design, which has lost its value long ago.

It’s easy to blame this exploitation of positive words on the big machines, but this also goes for you and I. I don’t know how many times I’ve used those words, creating content for clients, talking about our own magazine, reading about them in our interviews. Everyone, and I mean everyone, is creating content / telling stories these days.

The consumer wants honesty, but what do we do when even honesty is being misused? And what about us; the brands, the agencies, the magazines, the messengers—who will survive in a world where everybody is creating beautiful products as well as telling authentic stories?

The one who’s telling the truth? Or the best liar?