Ryan Moore is a creative director at Gretel based in New York City. During our conversation we talked about how Gretel handles pitches, the process of boiling down a brand and how to anticipate the evolution of brands.   Links: Website- http://gretelny.com IFC Case Study- http://gretelny.com/work/ifc/ Viceland- http://gretelny.com/work/viceland/   Highlights: -Creative directing at Gretel -The company is 11 years old -Viceland Project -Try to boil things down to the ethos of the brand -Working from both sides to the middle -Bringing in the whole team on -Two ways of getting work: pitch vs. direct to work -Boiling something down to a core metaphor -IFC Case study -Every brand evolves -We never pitch things we don’t believe in -Simplicity -Editing or reducing is basically my job -The only way to know the line is to cross it -Managing teams -Learning how to listen…to your client..to the studio -Showing your work to non-designers -Brand changes -Teaching -Moving graphic design -Learning how to let go -Dream Client: A public utility -Favorite Animated Movie:  Ratatouille -What does your family think you do: Grandma once said: He works at the internet -Animalator: An owl. Why? Because owls stay up late. They’re quietly observant. And they’re silent killers.