Sydney Gelb
Creative Director / Designer, Founder of ideal: other
New York, NY
www.ideal-other.com
instagram @ideal__other
Q What do you do?
“It would be easier to tell you what I don’t do.”
I’ve spent my years working in multifaceted roles, so my experience covers many aspects. Currently, I’m focusing on art direction and design of physical materials (print, photo styling, event experience, etc.). I did have a past life in brand strategy so I like to dive into that once in a while, and often take on brand and identity work. I also get tapped to do creative consulting and always enjoy being able to do that.
Q What steps did you take to get to where you are now?
Lots of moments that felt like failures. I jumped around a lot, always saying yes to projects even if they seemed out of my skill set, and sometimes they were. I have always been eager to take on new things, and I think that’s been beneficial for my growth.
Q How do you stand out in your field?
I stay true to myself. When I was younger and had less experience I was always hyper-focused on making things that people would approve of or resonate with, but I never felt connected to it. Now I get to play and explore my style, and I think that shows in my current work.
Q What are you working on right now?
I’m working on a branding project for an artist, which always feels good making something for another creative. I’m also working on a personal project I’m very proud and excited about, more details to come.
Q What’s your style?
I’m obsessed with juxtaposition and I like being a bit provocative and cheeky. I’m always drawn to natural elements mixed with elements that feel more industrial or urban. I think my taste is a bit complex and might seem chaotic to some, looking at my Instagram is a good representation of that. I don’t like being confined to one label or path.
Q Out of all your slashies, which one do you wish you could do more often?
I would like to take a step back from the digital world and focus more on print + physical design. I think my skills from working in the digital space influence my design, so I’d love to take that and move into an editorial and object arena and see what comes of it. And I think I am moving in that direction.
Q What is frustrating you right now?
Admin work! I love being able to free-flow and be my creative self all day, so getting bogged down with the tasks to keep my business organized can be frustrating at times.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Manage my social media, keep my calendar up to date, and grocery shop.
Q What do you wish you could have told yourself, when, and why?
I would have told myself to take more risks, specifically right out of college. The world felt so vast, that I was completely overwhelmed with what I could and should do. I wish I had hopped around more, quit more jobs, said yes to things that felt insane, and tested my creative limits earlier on.
Q If you could talk to an expert to gain more insight on something, what would it be about?
A perfumer. I’ve never talked to someone who does that. I think fragrance design is fascinating, and such a niche skill.
Q What kind of opportunities/projects are you looking for?
Creative direction and design opportunities for brands that are doing weird and unusual things. I love hearing ideas that most people would cringe about, I want to work on the most obscure projects I can find.
Q Describe your ideal job/client/collaboration.
Someone who trusts my vision and has clear and transparent communication.
Q: What is your rate?
This will depend on the project type and scope but here are some base numbers:
Hourly Rate: $125
Design Production: Starting at $1,000
Creative Direction: Starting at $2,000
Brand + Identity: Starting at $2,000
Event / Experience: Starting at $5,000
Q How should someone approach you about working together?
Send me all your ideas and thoughts! Reach out to me directly on Instagram or via email. Important details to include initially are your budget and timeline.
Q Who is a creative you admire?
Jena Postma — a multifaceted creative person who is also the kindest soul
Secret Flowers — a great human and wonderful floral designer instagram.com/secretflowers.fun
Bad Taste — a true tastemaker and master at food design instagram.com/badtaste.biz/
Tom Hancocks — an extremely talented 3D designer who is lovely to work with instagram.com/tom.hancocks
Q Oh! and… how do you stay creative?
I make sure to create at least one thing each day.
This member profile was originally published in June 2024.