What you may not know is that De Abreu joined the first university of branding in this country, KSDP Pentagraph, where he started off making tea. There, he was introduced to the world of brands, learning a lot from many talented individuals around him at the time. He eventually became creative director there, and after a few years decided to go on his own and co-founded Sw!tch.
From this, he’s been privileged to have travelled the world on many high-profile branding projects, for clients such as Investec, Coca-Cola, Famous Brands, Four Seasons hotels and FIFA. Of those, he lists his absolute highlights so far as designing the 2010 FIFA World Cup identity and branding programme, being nominated to represent Africa on the board of the International Council of Design, and being on the jury at Cannes.
It’s quite the impressive creative resume. Here, De Abreu takes us further behind the scenes of his daily work life…
De Abreu: I live in Emmarentia, play in Joburg and work in Bryanston.
De Abreu: At the age of 14, I played football against a Soweto XI in the main curtain raiser between Orlando Pirates and Moroka Swallows. It was the 1982 Mainstay Cup Final at Orlando Stadium, and I was then featured in the Bona magazine!
De Abreu: Creative review, Tasha’s breakfasts, the occasional cigar, white-powder beaches, London, La Liga, non-fiction and Instagram.
De Abreu: The diversity and the buzz, brand identity design today, packaging tomorrow. Working with young people. Being exposed to different industry sectors and multidisciplinary design platforms... oh, and who can forget all the bullsh*t that comes along with it.
De Abreu: My morning begins with JHB traffic planning that doesn’t include speedbumps. I check diaries and then the day fast-forwards from morning school runs to creative dry runs interspersed with copious amounts of coffee. I attend client meetings, design meetings, meetings about meetings, views and reviews and, when the dust finally settles at the end of the day, go home to enter into negotiations/celebrations with my teenage daughters and amazing wife. I finally end the evening with some non-fiction media to make me go to sleep.
De Abreu: iPhone, clutch pencil and note pad.
De Abreu: King James and Nathan Reddy.
De Abreu: Designers’ nerves and craft beer labels.
De Abreu: I can’t stand industry buzzwords. I wish we could come up with new words for narrative, engagement, sustainability etc. The problem is that whenever new buzzwords come into the industry, they hang around for a long time.
The latest buzz expressions seem to be ‘big data’, ‘seamless’ and ‘programmatic buying’.
De Abreu: When I’m active – on long runs, in shopping aisles or in the traffic.
De Abreu: Never losing the ability to juggle a ball from my football-playing days.
De Abreu: All I can say is that I’m happy that the head of IT sits in the office opposite me!
De Abreu: Lots of connections.
De Abreu: Generate fresh ideas, give more than expected, surprise everyone that you work with and watch how people will notice.
Simple as that. You can read more about De Abreu by clicking here.
Also remember to visit the Loeries website and our special section to keep your finger on that creative pulse if you just can’t wait for Loeries® Creative Week™ Durban, from taking place 15 to 21 August 2016.