Interviews with Ralf Kauffmann

For our client Nike, we very often design and produce seeding or influencer kits. This time the client gave us the task to develop a seeding box for a Nike shoe in a short time.

This shoe had a snakeskin look and a bright green sole.

In a short brainstorming session with the client, the idea of an action figure based on DC or Marvel heroes came up very quickly.

We checked the options and the timing and got started very quickly. It was clear from the start that this hero would be a snakeman.

The first sketches began with pencil, coordination rounds with the customer and after approval the implementation in 3D for later 3D printing. At the same time, we developed a short story, a comic and a suitable packaging made of plexiglass with a cardboard sleeve. After 5 weeks from the briefing, the 25 limited copies were delivered.

The main focus here was the transformation of the Sneakear into an action hero as a unique limited collector's figure with high desirability. The aim was to lay the foundation for collector figures for sneakerheads.

We will continue this design in adaptations. The principle and the packaging will be the same. The figures and design will of course be adapted to the next important Nike sneakers.

A brainstorming session followed by a sketching phase was enough for the concept. As the time pressure was very high, the concept and scribble phase amounted to 2 days.

The concept came out of a brainstorming session as one of two options and was then requested and implemented by the client after a feasibility check. The inspiration was quite close and was only optimized in the process.

The design was then produced with our partners. There were three other companies coordinated here. 3D printing company, a display manufacturer in conjunction with a packaging manufacturer.

The design and implementation was the best option for this project. Since we wanted to fire the collector's passion of sneakerheads, it was clear to us that we had to develop something that was not yet available in this form and context and should be very exclusive.

Of course. Here, the designers from Marvel, DC and co. were clearly the inspiration. for the packaging, we were inspired by showcases in conjunction with a retail packaging.

Here, the so-called sneaker heads were addressed, which Beastin has as a large share of customers. Of course, every Nike fan was also addressed, especially since this action was played as a raffle.

The combination of uniqueness in this segment and the concept perfectly tailored to the product and the target group.

The name was actually given. The retailer was Beastin in Munich (BSTN) in collaboration with Nike Germany and served for a sneaker raffle in the Beastin online store.

Started with pencil and paper. Then Ilustrator worked out the fine details and prepared for Cinema 4D. Here the figure was final built for 3D printing and later the renderings for communication, packaging and other elements.

Assembled in conjunction with Photoshop and Indesign for the packaging and other elements.

The design of the action hero and implementation in filigree 3D printing which was then painted by hand.

All elements were done in our agency from A to Z by different staff. This includes a freelancer specialist for 3D who is part of the staff and has his permanent workplace in-house.

In this design, 3D printing played a very important role. All other elements were made from plexiglass by CNC.

No research or market research data was used.

However, we constantly observe the market very closely. What is currently in trend, where are the demands and how does the target group function.

The implementation was very ambitious in terms of timing, so we relied on our many years of experience.

The biggest challenge was definitely timing. A good five weeks from the initial brainstorming meeting to delivery left no wiggle room. The other big challenge was the attention to detail in 3D printing and painting. Here we challenged the printer.

By chance I came across the A'Award & Competition. When I saw what the categories are here, I thought I submit it times because it fits well to these criteria.

We learned a lot about 3D printing and its requirements and possibilities. We learned a lot about the technical requirements and possibilities. This once again expands our portfolio of experience and possibilities that we can use for the future in communication.

I find that your questions 'provide the opportunity to look at all aspects and provide insight into this work.

Therefore I have no further comments

I became interested in art and design at the age of 15. However, the times were not good and ripe for it.

It was not until I was 25 that I started a new career as an illustrator and designer. With many hurdles, I continued to develop and discovered my love for point of sale and "haptic" design.

Brainartist is an agency that focuses on trade marketing.

Brainartist is headquartered in Eltville am Rhein with 12 employees. We have a branch office in Zurich for our Swiss clients and an office in Berlin for collaboration with specialists in the field of AR, VR, 3D design and online marketing.

This orientation is based on experience on the one hand and on the other hand on the fun of this topic and its tasks.

Another element is of course that our work is easily measurable by the client.

For me, design is the creative realisation of a goal.

Therefore, the strategic approach is extremely important. Design should follow the task. Anyone can make colourful pictures. But it has to reach the goal.

Development of activities at the point of sale that not only sell, but also convey an experience. Presentations at the point of sale are our main business. Brand management and creation of campaigns, as well as sales support activities in all facets. This ranges from sales force support marketing materials to influencer kits.

I like designs with a "less is more" approach.

Good design doesn't need a lot of colours, a lot of little gimmicks.

It has to work and should be independent.

The first thing I created in my life as a designer was a comic for a car dealership. These comics were then used as advertising motifs and later became a small comic for all customers. Like so many things, you just start.

I love everything handcrafted. However, I can get just as excited about a laser, CNC machine or 3D printer.

What counts for me is that the material and the approach fit together perfectly to achieve a perfect result.

At night or when I have pressure from the client and have to close my office door for an hour.

I define the goal and then quickly get to the basic design.

After that everything flows and in the end I optimise my design for quality.

When designing, it's a mixture of euphoria and time pressure.

I am very impatient and want to get a result here very quickly.

Joy and pride. And I feel honoured to be able to realise these designs.

When it not only appeals aesthetically but also works.

It must neither hinder the function nor place it too far in the background. Design sells. Design inspires. Design informs. design positioning.

First, whether the design appeals to me and has been executed professionally.

Designers, like everyone else, have a responsibility to society and the environment. The designer can ensure that his designs are implemented in a sustainable manner. That the client also understands that design can influence society in a sustainable way. Great design can accompany a generation and stand for an era.

Design, like many things, is speeding up. The half-life of design is getting shorter. So it is important not to follow trends here but to develop independence. Design is not a trend but art.

Strategic in its highest form.

I do not do exhibitions

My inspiration is the sum of all experiences. the open view of everything and above all the linking of these. This can be from all areas.

i have a simple style. Less is more. However, this style is not suitable for everything. Therefore I adapt the style to the task and follow it more in private when painting pictures.

I live in germany. The cultural heritage does not influence my work. Germany is very diverse. the only thing is the precision with which i work. that is supposed to be a german characteristic :)

Amicably, honestly, transparently and in partnership. We have great companies as clients and for me the goal is to achieve the client's goal.

my clients don't always get what they want. But always what they need. and that connects.

You should choose him well. Like a friend. You should give him freedom if he sees the relationship as a friendship. This requires trust and respect on both sides.

I start by taking the task out of each other. When I have answered all the questions and have the goal in mind, I start with key points about the theme and goal.

Then with the sketchpad and compare the goals with the designs.

I always sketch three directions and in the end I am left with one or at most two. I verify these again a few days later and finalise them.

The three rough drafts are discussed with various clients and then one or two versions are created from them.

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An old Glashütte watch with a timeless perfect design.

My old Colani biros. A painting by an artist friend. My kitchen and my couch.

In principle, getting up early. One hour in the car to work. Here first a coffee and mail work. Then I start my day's work, which alternates between meetings and conceptual work. Designs come at the end when I have some peace and quiet. Or Or on weekend.

Buy books about design. After reading them, sell them directly. Never keep and look up. Develop your style and stay true to it.

As with any artist. It's a lot of fun and it takes forever to make a decent living. you should never forget that. However, every day that fills you up is a good day.

Design must work

Creativity and enthusiasm. Craft is also important.

The most important thing here is my simple cheap pencil, a sketchbook and a sharpener and eraser. Later, software becomes important. I don't use sources of inspiration.

I use the bullet journal method and the tools of technology with reminders like our Angency Software and Tools like Asana.

From 20 minutes to months. Anything is possible here. Depending on the complexity of the project.

Where do your ideas come from?

The call from Nike asking if I had time. I will never forget it. It changed and accelerated everything after that.

Nike for almost 18 years. Schöffel. Weber Grill. Estée Lauder. Google Germany. Kering Eyewear with the brands Cartier, Gucci, Balenciaga and more.

Difficult tasks and with great freedom in development. When I have the feeling that the client is not slowing me down, but challenging me.

First of all, to get back to where I was in 2019 after Pandamy. I hope to get new clients and projects with demand. Learn new things.

Both. For some tasks I bring in my TEam. Some tasks I do on my own, because I often have the idea in mind when I create the task.

Unfortunately, we are not allowed to talk about many projects before, during or after their realisation. :)

The easiest way is on the website brainartist.de. All my primary contact details are there.