Introducing Cassandra Beyne: “Finding the best creative solutions for clients is what makes me happy”
On March 11, Europe reached a significant milestone for inclusivity. In response to the deterioration of LGBTIQ rights in Poland and Hungary, MEPs officially declared the EU an “LGBTIQ Freedom Zone”.
The driving force behind this initiative is Renew Europe, our new client. Considering Chase has always been vocal about equality and diversity, we are proud to support them in spreading awareness around urgent topics like LGBTIQ rights.
Our creative team created social media visuals and a series of video testimonials under the slogan “Same love, same rights”. One of the leading creative forces was Cassandra Beyne, a 27 years old freelance graphic and motion designer.
We caught up with Cassandra and talked about freelancing and her collaboration with Chase. Her lively spirit and bubbly personality shine through in everything she does. “I always need to be busy with something; I love to learn new things. When I’m not busy with design, I do pole dancing, and most recently, I also started roller skating,” says Cassandra.
Before becoming a full-time freelancer in July 2020, Cassandra worked at a digital agency called Pivott. “I worked there for almost five years. During that time, I was already part-time, self-employed. Last year I left the agency and became a full-time freelancer. Honestly, I didn’t expect it would evolve this quickly. I’ve been fortunate to have great clients and lots of work!” she admits.
When asked why she chose to pursue the freelance path, she claims freedom was the key ingredient. “One of the reasons I wanted to become a freelancer is because I can choose my clients and the projects I am enthusiastic about,” admits Cassandra.
Discovering graphic design
Regarding her studies, Cassandra didn’t know immediately she would end up as a graphic designer. “Graphic design was not my first choice. I started studying architecture, but after three months of studying, I knew it wasn’t my thing. In architecture, you always have to do projects, draw plans and make presentations. My projects were not a success, but one of my teachers said that the way I present my ideas is exciting. Following the teacher’s advice, I switched to graphic design studies. And that was indeed the best decision,” explains Cassandra.
Graphic design covers many different skills, from web design, editorial design to branding. When she became a freelancer, Cassandra realised she wants to focus on things she excels at and enjoys the most: branding, creating visuals, and coming up with interesting visual concepts.
“Working as a graphic designer, you can learn so much. I learned that you could do a lot of things like branding, and this is something that I enjoyed doing. Finding the best creative solutions for clients, finding ideas, creating stuff; this is my thing. I discovered a whole new world thanks to graphic design,” says Cassandra.
Another area she loves to explore is typography (which is particularly notable in her work on the LGBTIQ campaign for Renew Europe). “I haven’t had the chance to do a lot of typography in the last few years, but I still do it for myself. It is also something new I like, and I want to play with it more in my future projects,” she admits.
Collaboration with Chase Creative on the Renew Europe LGBTIQ campaign
Her connection to Chase Creative came via Free, an account manager at Chase Creative. “Free introduced me to Chase. We knew each other from before, as we worked in the same building but for different agencies. She asked me if I would like to work with Chase Creative on some projects, and I agreed without hesitation,” says Cassandra.
Her work for the Renew Europe campaign brought fresh and bold visuals highlighting the critical messages on equality and inclusivity. When it comes to brainstorming ideas at the beginning of any new project, Cassandra says her creative process is very chaotic.
“My creative process is most of the time very chaotic because I don’t think in a straight line; it goes all over the place. I try many options and play with tons of ideas. The first concepts that we proposed to the client were nice, but they didn’t see the proposed concept aligned with how they wanted to communicate. Their feedback was clear, which helped me a lot to understand better what direction to take.”
The objective was to make an impact without an aggressive approach. “We kept the core messages of the campaign and the images pretty realistic, without too much focus on rainbow colours or other symbols of LGBTIQ community. It’s more realistic to show normal people in normal situations. The fading text supports the conclusion, the key fact how we should all have the same rights regardless of our sexual orientation, gender and physiological sex characteristics. In the end, I think we found the right balance between what the client envisioned and Chase Creative brand style. It’s such a relief when the client likes and approves the creative concept and the visuals. When a client is happy with my work, that’s what it makes it all worthwhile,” concludes Cassandra.
Design IS everywhere
The impact of graphic design has always been significant, however today, with digital media, graphic design has become such an intricate, ever-present thread in everything we interact with, learn, and experience.
“Before I started studying graphic design, I didn’t know how big of an impact it had on our lives. Through graphic design, you can convey messages and influence people; it’s such a powerful communication tool,” says Cassandra.
And we couldn’t agree more. Graphic design is everywhere — from websites, books, apps to posters and banners you see in the streets. This creates endless opportunities for graphic designers to thrive and find opportunities.
“I remember when I started my studies people thought why I choose to be a graphic designer, as there are already so many graphic designers. I believe there is enough work for every designer; someone has designed the books you’re reading or the newspaper articles you’re reading; they’ve been designed to make the reading easier. It might sound like an irrelevant, common thing, but through intelligent and good design, we make life easier, and definitely, more fun,” says Cassandra.
Cassandra is already discussing ideas for the next project with Chase. “The overall feedback I got from the team was positive, so I’m enthusiastic to see what the next project will be. I hope this is just a beginning of a long-term collaboration with Chase,” concludes Cassandra.