An Interview with Luke Choice—Experimenting with Abandon

Stop looking at what everyone else is doing.
— Luke
Luke Choice

Luke Choice, aka The Velvet Spectrum, is an Australian graphic artist based in Los Angeles, who specializes in typography and 3D illustration. Starting out his career designing for the music industry Luke has formed the base of his portfolio with a strong focus on dynamic color and composition.

Catch Luke on the stage at WeMake Celebrates on October 13.


This year, our conference’s theme is ‘experiments in process,’ which complements your work perfectly! Could you describe how experimentation plays into your process specifically? How do you go from inspiration to implementation?

The process is a large part of what inspires my experimentation. Diving into artwork with no real intent of where I want it to end up, gives me the freedom to react to the colors, forms and movement that present themselves. I often look for abstracted concepts within the experiments to inspire the direction of the artwork. 

You have a lot of bright, vivid colors in your work, what is it about hot tones that inspires you? 

There’s a lot of early inspiration from the comics that I read as a kid and to my early years designing for the music scene back in Sydney. Once I began to learn digital programs, it was a case of “more is more.” I didn't resign myself to simplicity in my work, because the new tools were so exciting to explore. 

What is the strangest thing that’s inspired you to create? 

An artwork inspired by fecal matter for a WaterAid exhibition a couple of years ago. 

Luke Choice’s “Poop Art” (all images courtesy WaterAid America)

Luke Choice’s “Poop Art” (all images courtesy WaterAid America)

What has been your favorite project and why?

At last year's Adobe Max conference I created the visual language for an interactive partnership between Adobe and Emotiv, which develops advanced brain monitoring technology. Attendees were fitted with EEG headsets that read five key emotions (Stress, Interest, Excitement, Engagement and Focus) triggered during the creative process. These visualizations were broadcast on monitors to show the brain activity fluctuate during the process. The challenge came through trying to find a complementary graphic style to best represent each emotion, while not over-complicating the scene. It can often feel isolating behind the computer, so having the opportunity to watch people interact with something I created was such a rewarding experience. 

What is the ultimate goal of your work? 

I want to convey a positive energy through my work, whether it be playful messaging or vibrant color palettes. There's a lot going on in the world that's hard to digest, so my aim is to cut-through and cause people to stop and connect with something surprising and light hearted. 

Why do you make?  

A constant pursuit of developing the technical skills to realize my creative ideas. 

What advice would you give people to experiment more? 

Stop looking at what everyone else is doing. Start simply and build up around core principles that excite you. 

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Catch Luke at WeMake Celebrates on October 13.