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The team’s recent collaboration with Angie’s Kettle Corn stood out for us in particular, with the brand update also displayed on Behance.net. Here we explore Sam’s graphic design journey and the inspiration behind Soulseven…

Tell us about the work of Soulseven?

Soulseven is the name I use for freelance creative pursuits. It consists of myself and other creative folks that I might partner with on a project. Soulseven has always been secondary to my agency work, but is a necessary outlet for unique opportunities that don’t fit into that world.

Photo credit: Sam Soulek

When did you become a graphic designer?

I was a “designer” from the start, building forts in the woods, Lego® robots, pinewood derby cars, and filling sketchbooks with bizarre characters. I didn’t have an understanding of what true graphic design was until I attended The College of Visual Arts /CVA in Saint Paul, Minnesota. That’s where I learned the history, the basic pillars, and was instilled with a passion for things like typography and communication.

Photo credit: Sam Soulek

You describe yourself as a multidisciplinary designer; if you could choose one, which would be your favorite area of design?

I love identity and brand systems that affect people out in the real world. A logo on the side of a truck, the signage in front of the shop, the hang tag, the business card, the bottle on the shelf; these are my favorite. But without the online, social media, and TV presence, much of the former would never be recognized. Branding as a whole is truly my passion. To create an entity that meets people where they are and inspires them to take action is what I hope to do.

What has been your most challenging project so far and why?

Every project has its challenges. The Minute Clinic branding done several years ago is up there as one of the most challenging. It was truly starting from scratch. There were no other models to base it off of, as it was a new concept in retail healthcare. Everything had to be explained to the consumer in a very clear and concise manner. Plus we needed to create a brand people would trust without any historical footprint. Since its inception there have been many to follow in its path, which tells me we were successful.

Photo credit: Sam Soulek

Photo credit: Sam Soulek

Photo credit: Sam Soulek

What is your most recent creative project?

Most recently I worked on re-branding and re-packaging Angie’s Kettle Corn, a relatively young and unknown snack brand. Angie’s main goal was to stand out from their competition on the shelf. This meant giving them a facelift, but more importantly an attitude adjustment that would make people smile. We refreshed everything from their logo to their packaging, and created a new brand language that was delightfully different from everyone else in the seriously crowded snack aisle.

Where will your next design challenge take you?

It’s hard to say where this career will go. Anything is possible. I just accepted a position as the Associate Design Director for a reputable agency in Minneapolis. I’ll be working with extremely talented and successful people, and I’m really looking forward to what we’ll create together. Stay tuned…

Talking to Sam Soulek offered a refreshing insight into the importance of exploring different outlets within the design industry. By setting up Soulseven Soulek is able to focus on personal projects, and in his agency roles there is capacity for expansion of the same distinct talent, but for different clients altogether. The designer’s work offers both vision and motivation for his captivated creative audience.

Check out more examples of Soulseven’s work over on their website.

Photo credit: Sam Soulek

Photo credit: Sam Soulek

Photo credit: Sam Soulek