for a long time – an ex-boyfriend gave her a copy of his monograph Made You Look while she was studying at RISD – but was realistic about her options back then. "With each new season, our only limitation is that it has to be black and orange and feature the Aishti box," Walsh says With a bold black and orange colour scheme, Sagmeister Inc.'s identity for Beirut-based luxury store Aishti uses beautiful paper stocks and glossy finishes. "In a small studio, everybody does everything." "We'll have plenty of advice for each other," he insists. The solution was very simple: going forward, Walsh would lead on the commercial client projects that pay the bills, giving Sagmeister the freedom to pursue the more open-ended creative endeavours on which he's built much of his global reputation to-date. ![]() "After having looked at about 60 offices and finally finding the right one, it occurred to me that I didn't want extra overheads that would force us to do more – high paying – commercial jobs, when my own desire was to create more self-generated work." "I also wanted some fancier studio space," smiles Sagmeister. "This led to conversations about both our futures, and how we could move forward mutually beneficially," she explains. In early 2012 she and Sagmeister met to discuss how the studio could move forward, and look at the balance between commercial and self-authored projects. Walsh led the art direction for Aishti, and indeed has been closely involved with every stage of Sagmeister Inc.'s projects since she joined in February 2010. "We stuck to the guidelines for the ad campaigns, but took it a step further by incorporating fashion models with the patterns and typography," explains Walsh Part of the striking black-and-white Aizone identity. "We were asked to redesign the identity, packaging and advertising campaigns for all three stores." From slick, classy packaging design to body-painted models and intricate papercraft, the three-pronged project has reaped its share of creative rewards. "Aishti also has its Aizone store – with a younger target audience of 15-30 year olds – while Minis is the kids' store," she says. Walsh highlights the studio's ongoing work for this Middle East-based luxury store as a good example of how her approach can fuse with Sagmeister's own aesthetic to create something greater than the sum of their parts. "In a lot of the campaigns I've been art directing for our client Aishti there's nudity on set, so I'm used to being around it." "It was an initial gut reaction that it fit better with the concept if we were both nude, and I'm not too shy about being naked," she continues. Nevertheless, it was Walsh who insisted on seeing the concept through: Sagmeister had initially suggested her being dressed in an ultra-conservative manner.
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