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I can not consider myself a designer. I'm a creative art director that works in the advertising industry. That means that I'm lucky enough to be able to work with incredible talented people which I can get inspiration…
Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
I can not consider myself a designer. I'm a creative art director that works in the advertising industry. That means that I'm lucky enough to be able to work with incredible talented people which I can get inspiration and learn from.
Can you tell us more about your company / design studio?
I've been working on advertising for the last 10 years and I've been in different international agencies like Wieden and Kennedy Amsterdam and Sid Lee Amsterdam. I decided to move to San Francisco on November 2012 to work at Pereira O'dell.
What is "design" for you?
In my case, it's a way to express and reflect the ideas that creatives have. That's why creativity and design sometimes are really close.
What kinds of works do you like designing most?
I always try to find the excitement on any single project or brand that I work for. That's why I think I still working on advertising.
What is your most favorite design, could you please tell more about it?
It depends on which category of design you mean. But I always wanted to collaborate on a product design. When I see a remarkable life-changing design (like Apple) I really admire it.
What was the first thing you designed for a company?
A website. I have a digital background. I started as a creative developer in Barcelona
What is your favorite material / platform / technology?
I love technology and I feel like we are always discovering and learning new medias.
Which aspects of a design do you focus more during designing?
Conceptual phase and creativity is what I really enjoy the most.
What makes a design successful?
When it has a propose and it's useful. Most of the times those are the most simple and easy to understand ones.
When judging a design as good or bad, which aspects do you consider first?
I always judge first the functionality and if it serves the needs. Then needs to be beautiful and easy to understand.
From your point of view, what are the responsibilities of a designer for society and environment?
Make life easier for the people trying to affect as less as possible the environment.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
For me any art source could work as inspiration. From painting and photography, to music.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
I am from Barcelona living in San Francisco. But I am lucky enough to be working on international agencies with people from all over the world, with totally different experiences. The cultural mix is always positive for creativity.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
I would say always focus on the attitude. There are amazing designers and creatives everywhere, but the hungry-to-learn ones are the good ones.
What are 5 of your favorite design items at home?
Books, tones of references on my laptop, always internet connection and a guitar for the breaks.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
I am still young and always open for suggestions.
What is your "golden rule" in design?
I am not a designer but If I can give my opinion on the golden rule on creativity, I would say adapt yourself and your ideas.
How long does it take to design an object from beginning to end?
It always depends on which type of project and the client you are working for, but it usually takes way longer than what you would like.
Who are some of your clients?
I've been working for clients such as Nike, EA, Lego, Coca-Cola, Adidas, BMW, FC Barcelona, HP, Converse among others.
What type of design work do you enjoy the most and why?
I work on advertising and as a creative I really enjoy the conceptual phase, when any idea is allowed.
Do you work as a team, or do you develop your designs yourself?
Most of the times I work with other people, and those are the ones that I learn the most.
How can people contact you?
My personal email: arnau@blip.cat
