Get to know the Wix Playground Academy TLV 2021 alum, who knows better than to overthink the future, and focuses on progress in the present.
Tell us about who you are: Name, age, location, and current professional status
My name is Tal, some may know me by my graffiti name “Aroke.” I’m a 25 year old design student from Jerusalem.
What are the (design or general) topics you’re most passionate about?
I’m most passionate about 'street culture' (since I come from the graffiti world), music, and typography.
Tell us about a project that got you excited.
A few months before I started design school, I made a quick typeface based on an old Israeli record cover during a 48-hour typeface marathon event. It was probably my first graphic design project ever. Two years later, this project has come to a close in the best way I could ask for — an event producer approached me with the intention of designing a poster for a reunion performance of the same band whose record inspired the design of my typeface.
Tell us about a collaborative project you worked on.
About a year ago, in the midst of the first wave of Covid-19, a competition was launched by a local beverage company to design a collection of shirts, masks, and bags. I collaborated with Ben Riback, a good friend and even better talent, to create something that will express the need for relaxation in these crazy times. Our design eventually won, and the prize was 100 units of shirts, bags, and masks, all proudly featuring our design. At first we weren’t sure how we could sell 100 units, but quickly, it was sold out — leaving us pretty shocked. Sometimes I see people on the street walking around with our shirts and bags, and it’s always as exciting as it was when we had just won the competition.
How was (or is) your first year after school?
I’m still in school so nothing to report, but I’ll let you know how it goes.
What's the best advice you've received? (and who from)
I once talked about success with an international street artist and friend, and he gave me the best tip I’ve ever received, “The only thing that matters is to keep on working, things will happen by themselves.” Ever since, I try not to overthink the future and just focus on the progress.
What do you look for in your first job?
Whether freelance or full-time, I would like to work with people who are looking for me. I am not looking to fill a designer's slot, rather to bring myself and my personal language, style, and perspective.
With which projects did you fill your portfolio? What was your selection process?
In my new portfolio I decided not to put any commercial work that I’ve made. Because, currently, my main goal is to promote my personal style. Over the past year I’ve also learned that most of the job interviews I’ve landed/clients I’ve worked with were more interested in my personal projects, than my professional experience.
In terms of selection, I filled my portfolio with works that show the entirety of my skill set — from mural design, to photography, image-making, video, and motion.
What are you working (personal or professional) on now?
Personally, I am currently working on expanding my skill set. I got involved in a lot of branding projects this past year by designing static images based on two-dimensional raw materials. At the moment, my ambition is to improve my motion and 3D skills in order to add another dimension to my work.
Professionally, my current project is a poster for Stromboli, an old movie from the 50’s. The work is going to be shown this month at a poster exhibition, as a tribute to an old cinema in the city of Haifa.
What do you find most useful in your projects (research, visuals, softwares, etc.)?
For my work I use a lot of old books and archival materials. With the materials, I then try to explore any kind of design platform as much as possible, from basic graphics softwares to 3D and motion graphics.
Book recommendation: what book had the biggest impact on you, and why?
Can’t Stop Won’t Stop: A History of the Hip-Hop Generation by Jeff Chang. Growing up, reading about hip-hop’s “something out of nothing” attitude influenced me a lot in terms of DIY.
Where do you look for inspiration (online, print media, music, movies, etc.)?
I listen to a lot of music, looking for inspiration between the lines in the songs. I also take a lot of inspiration from the street, just from walking around my city and opening my eyes to what is going on around me. In addition to all that, I really like looking for books in thrift stores and finding things I did not expect.
Tell us about a challenge you’ve faced creatively, and what helped you overcome it.
It doesn’t happen so often, that I have barriers to creativity — I usually try to approach work directly. The beginning isn’t always easy, but in most cases the process itself leads to developments and solutions that I didn’t think of originally.
What was your key takeaway from participating at the Wix Playground Academy program?
Far beyond the technical tools, the daily focus during the program around which type of designer I am and what my goals are, has made me more confident in my personal style and aspirations for the future.
In which design field would you want to focus on in your future?
As I mentioned before — I try not to think much about my professional future and focus mainly on the process, in the moment. Regardless, whatever field I find myself in, I just hope to be able to inspire others with my work.
There’s a lot more to learn about Tal — get to know his alter ego, Aroke.
