Richard LETTERMAN

Creative Director | TOMTOM

Richard Letterman has been providing creative direction and brand strategy for the automotive and consumer electronics industry for over two decades.  Currently he is creative director for TOMTOM and leads visual design for the internal design studio, who drives and supports all global marketing and brand activities.

Richard creates 360° campaigns by partnering creative agencies and artists with internal studios to help brands elevate from within and embrace their audience. From social, mobile, print, retail and event, all touchpoints reinforce the message of the customer insight.

influences

questionnaire

What was your very first job? What does it feel like to look back at it now? 
My first job was designing branding for university and college stores. It was a small screen printing company in the Ozark mountains that also produced their own clothes. It was a great learning opportunity and I owe any success I now have to my manager back then who was a true mentor. I learned hard work and humility.

Please describe, in your own words, what your current job is and what work it entails.
I’m a designer and art director, people motivator and facilitator. It’s my job to challenge and grow and keep our internal agency moving a few steps ahead of everyone else. Our scope is global, and our competitors are giants in the industry. I make sure everyone is going in one direction and has what they need to be their best. 

How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?
I’ve always loved drawing and when I discovered what graphic design was and that you could do that for a living, I gave it my all. I started designing professionally in high school, some in college and quickly moved to Europe with my Mac Performa in my suitcase.

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
I look anywhere other than within my industry. Nature, museums, films, fashion.. anything filled with art that isn’t in the medium I need to create for. People as well. What their needs are and how I can help solve their problems.

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?
I think we’re doing it right now. Stay tuned.

jury

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