Interview with Paolo Rossetti

I've always wanted to be a designer. Through design I can express my skills and help to make reality easier to understand and make experiences more usable.

Nobody forced me, it was a choice that was confirmed every day.

Brand Identity Design and packaging design are my main areas of intervention.

Studying the masters, cultivating one's visionary side, defining one's own ethics, defining one's own aesthetic language, having technical skills.

A good designer is an interpreter of his time. A great designer knows how to intercept something that is not yet there, he manages to define a style.

Good design is clear, useful and innovative and makes life easier.

The value of a good design is very much: it makes any intention clear and legible.

I would make design for museums.

The design of an exhibition.

The secret is to go beyond form. The form serves to convey meaning. Meaning is the secret.

Pentagram, Erik Spikermann

They are all those who have the gift of synthesis, who have a meaning and who are pleasant.

The brand for Wind telecommunications. A sign that manages to be poetic and surreal at the same time.

Continue to experiment. Understand whether the language you are developing is original or a copy of others.

An artist.

It is a working method, it is a way of looking and a way of life.

All the people I've worked with in the past and now. Everyone managed to give me a little or a big lesson.

The aesthetic sense I've always had.

The insecurities of when you are too young.

As if it were a story worth listening to.

I don't know which one is next. But surely it will have the ability to surprise me.

Give meaning and utility to the experience.

In my team, people expect me to direct projects, support them, and bring out the best in them.

Design can make life experiences easier to understand and live.

An anti-aging cosmetic brand

The more complex ones where many resources and intelligence have been involved. The end result is the union of different skills and experiences and this is exciting.

I wish there were new references and new teachers.

In the same direction that the evolution of all of us is following. Design is linked to people's lives and their destiny.

It depends on the complexity. From a quarter of an hour to months.

From strategy. I then consider who is behind the project. The team is everything.

Go beyond form. It is the sense that counts.

It is design that generates trends but then also works in the opposite direction in a process of mutual influence.

Technology helps manage complexity. It is a significant role.

Computers and applications for two-dimensional and three-dimensional graphics.

Color, materials and ambient are an integral part of the project and are fundamental because they are capable of generating emotions.

Clarity, surprise, innovation.

I think the authors have had courage, that something is changing.

My undisputed partner is the client I work for. Together we find solutions for the client's audience. I strongly believe in co-design.

With people who care about the project and know where to go.

I don't like reading books on design. I prefer classical literature or sociology essays.

Having continuous experience, working on myself and with others.

Alexander the Great, Aristotle, Giacomo Leopardi, Mozart.

I'm not that famous. Fame itself is not a difficulty as long as you have to make big compromises.

Black, Italy, Pizza, Summer, Apple

The strangest thing I happened to draw was a funeral plaque. It was not so easy to find the right font!

Having continuous challenges and always new possibilities: every day is different from the other.

No. Although I liked to draw and I imagined a future close to what then became my reality now.

A thousand years is a lot! Perhaps we will arrive at a very high degree of evolution and then return to the caves. And then start all over again. Who knows!

The next project is your next lesson. Don't forget to learn something new.

Rossetti Brand Design is a brand design studio based in Milan. Rossetti Brand Design is focused on visual identity projects. We work for both Italian brands, and foreign brands operating in Italy, concentrating on the evolution of the national market. We are independent and not international. Just as brands have a style, we have ours: a mix of elegance and extravagance.

It is a working method, it is a way of looking and a way of life.

I like to work on those projects that can give useful meaning to our life.

Project "Fallo Protetto!" https://www.rossettidesign.it/fallo-protetto-rossetti-brand-design/?lang=en It is an example of understandable and useful functional packaging design. It redefines the relationship between the object and the consumers.

A packaging design for energy drink. Now it is out of the market.

Of course, the computer and the applications that are used for the design: allow easy management of complex elements.

I feel more creative when I walk or when I do nothing. The suspension of time allows me to be in a visionary condition.

Contemporaneity of visual language, understanding of the project, meaning for people.

Creation generates different emotions. Generally it is the emotion of "well done".

Harmony, beauty, meaning, understanding.

Its meaning in relation to the historical period in which it occurs

Good shape, innovation, the ability to make change.

Produce understandable meaning.

Design is at the service of evolution. The future of design is closely linked to how we will become.

No exibition.

Architecture, cuisine, fashion, cinema, literature, projects done by others.

My design is inspired by international design style: simple, clear, functional and innovative. A language understandable for everyone.

I live in Milan in Italy. The cultural heritage of a country greatly influences the way of living and designing.

Companies are our main customers. We work with them trying to understand their way of seeing the world and offer their products.

I suggest to companies to choose a designer or a design studio for the ability to deal with projects, the quality of style and results.

The first thing is to collect all available data. I define the goal, the most appropriate expressive language and let the unconscious react. Inspiration comes from anywhere. Then I move on to the first tests and the finalization phases.

I don't keep any design objects in my house apart from my Mac and my iphone.

I wake up early in the morning. Supervision and coordination activities start early and continue throughout the day. I work with two or three designers at the same time.

Before thinking about an object, a logo, or anything, the question is: what useful meaning does what I do for people?

Positive: help change. Negative: you are an accomplice, when you repeat the same errors done before.

The question: what is the meaning?

Visionary, logical, psychological and technical skills.

A pencil and the Adobe suite.

I alternate the time I have at my disposal with other activities. Switching from one activity to another helps to have always different points of view.

It depends on its complexity: sometimes a quarter of an hour, sometimes months.

How did you come up with it?

I don't have one in particular. The most significant are the collaborations with those who have a clear and strong vision of the project. Working with this kind of people is always enriching.

Gruppo Commerciale Selex, Unifarco, Biochimica, Coop Italia.

Brand Identity Design and Packaging Design

Develop increasingly innovative projects.

I personally follow only a few projects. Most of the projects are developed in team.

For confidentiality reasons I cannot.

Rossetti Brand Design can be reached at this address: https://www.rossettidesign.it/?lang=en