Originally from Paris, designer JulesTardy has been a resident in New York for nearly five years now, working at Mother New York and, since fall 2015, for Collins. He also keeps his hand firmly in the freelance game, producing posters and flyers for club nights, branding for boutique clients, and the occasional amusing GIF just for the sheer hell of it.
The result is an exceptionally varied, yet consistently striking portfolio of quality graphic design that demonstrates an acute understanding of client requirements alongside unconstrained creative expression; a tactile identity for a young footwear company sits beside a crisp corporate branding project for the late Zaha Hadid’s 520 West 28th building.
Of course this means that Tardy is equally proficient working alone as he is as part of a sprawling team, which was required to tackle the “high-end, minimal luxury project,” for the Hadid property, he says.
“The brief was to develop the strategy, naming, branding, and tone of voice of the residential project situated in the heart of the gallery district in Chelsea—in addition to its complete system of collateral. It was a coup to name the building after Hadid, and the identity and branding had to lean into her significance in the art world to position the residences as 39 unique works of art.”
The ambitious project took two years to complete, with a core team of 12 designers, art directors, project managers, and strategists, alongside external teams of architects and building contractors, all working together to ensure close adherence to the original brief.
“It’s rare to work on such big projects with so many different parties involved,” says Tardy. “But the work done in the strategy and positioning phases of the project allowed us to keep our initial vision very close to the final outcome.”
Given the complexity of this kind of work, it’s no wonder Tardy likes to change things up from time to time. “I like to balance it out with faster-paced, more intuitive works,” he says, “which I think helps define me as designer.”