Ontwerpinterview
Regen Primaire functie: Biodesign-communicatie · 20 vragen
The main principle behind Regen is the possibility of transforming graphic design from a discipline that represents sustainability into one that physically practices it.
What is the main principle, idea and inspiration behind your design?
The main principle behind Regen is the possibility of transforming graphic design from a discipline that represents sustainability into one that physically practices it. The project was inspired by the idea that visual communication does not always need to depend on inert, industrial and disposable surfaces. Instead, it can emerge from living materials, biological rhythms and regenerative cycles. Root domestication became the central technique because roots carry a strong symbolic and material meaning: they grow, connect, support, adapt and return to the earth. Regen was therefore conceived as a communication system where nature is not only represented as an image, but becomes an active participant in the creation of the graphic artifact
What has been your main focus in designing this work? Especially what did you want to achieve?
My main focus was to develop a graphic communication system that could demonstrate sustainability through its own material logic, not only through its message. I wanted to create an artifact that could grow, communicate and return to biological cycles with greater ecological responsibility. The objective was also educational: Regen was designed to help students and designers understand biodesign as a practical and accessible field for visual communication. Through prototypes, posters, a test kit, digital content and circularity assessment, I wanted to show that graphic design can move beyond surface aesthetics and become a material, ecological and participatory practice.
What are your future plans for this award winning design?
The future plan for Regen is to continue developing it as a research-based educational and experimental platform. I would like to refine the root domestication process, improve the circularity of support materials and create clearer protocols so that other students, designers and institutions can reproduce the method responsibly. The project could evolve into workshops, learning kits, exhibitions, temporary installations and collaborative laboratories focused on regenerative communication. I also see potential in expanding the digital ecosystem, allowing participants to document, upload and share their own root-based graphic experiments. In the long term, Regen could become a bridge between graphic design, biology, sustainability and material innovation.
How long did it take you to design this particular concept?
The concept was developed across an academic research process that involved investigation, experimentation, prototyping, testing and documentation. The project required several phases because the living material could not be rushed. Unlike a conventional graphic design process, Regen depended on germination time, humidity, observation and repeated trials. The development included conceptual research on biodesign and regenerative communication, physical experiments with seeds and substrates, visual translation of root patterns, creation of posters and complementary pieces, development of a root domestication test kit, and circularity evaluation through the Material Circularity Indicator. The complete process took several months of iterative work, with the project dated 28 November 2025.
Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
Regen was not designed as a commercial commission. It was developed as an academic research project at Universidad de Monterrey, driven by a personal and disciplinary concern: graphic design often discusses sustainability while still relying on conventional production systems that generate waste and depend on linear materials. I wanted to investigate whether the medium itself could become regenerative. The project came from the desire to reconnect visual communication with living systems and to question the assumption that graphic design must always be printed, manufactured or digitally displayed. It began as an inspiration, but it evolved into a structured research process with prototypes, user testing and circularity evaluation.
Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
At this stage, Regen is not being commercially produced or used by another company. It currently exists as an academic research prototype and design exploration. The intention is not to treat it only as a product, but as a methodology that can continue to grow through education, experimentation and collaboration. Future development could include producing workshop kits, instructional materials, exhibitions or limited experimental communication pieces. If the project moves into a commercial or institutional context, it should preserve its regenerative principles, including responsible material choices, clear cultivation protocols and transparent circularity evaluation. The priority is to develop Regen carefully before scaling it.
What made you design this particular type of work?
I designed this type of work because I was interested in the limits of graphic design as a material discipline. Graphic design is often understood through posters, identities, packaging, publications and digital interfaces, but Regen asks whether the graphic artifact can also be grown. This question led me toward biodesign and root domestication. I wanted to create a project that would challenge students and practitioners to think beyond the final image and consider the complete life of the medium: where it comes from, how it is produced, how it is experienced and what happens after use. Regen became a way to test graphic design through cultivation, care and ecological responsibility.
Where there any other designs and/or designers that helped the influence the design of your work?
The project was influenced less by a single designer and more by several fields and ways of thinking. Biodesign, regenerative design, circular economy, experimental graphic practices and material research were important references. The project also drew inspiration from natural growth structures such as wheat roots, lace-like formations and Voronoi-type morphologies. These references helped me understand that visual systems can emerge from biological behavior, not only from formal composition. The work was also informed by contemporary discussions on sustainable design education, where designers are asked to move beyond visual awareness campaigns and engage directly with material consequences, production cycles and ecological impact.
Who is the target customer for his design?
The primary audience for Regen includes design students, educators, researchers, cultural institutions and designers interested in sustainability, biodesign and experimental communication. It is especially relevant for academic programs that want to introduce regenerative practices into graphic design education. A secondary audience includes museums, galleries, environmental organizations and brands that want to explore communication formats with stronger ecological responsibility. Regen is not intended for a conventional mass-market consumer at this stage. It is designed for people and institutions willing to engage with process, material experimentation, learning and participation. Its value lies in opening a new way of thinking about what a graphic medium can be.
What sets this design apart from other similar or resembling concepts?
The primary audience for Regen includes design students, educators, researchers, cultural institutions and designers interested in sustainability, biodesign and experimental communication. It is especially relevant for academic programs that want to introduce regenerative practices into graphic design education. A secondary audience includes museums, galleries, environmental organizations and brands that want to explore communication formats with stronger ecological responsibility. Regen is not intended for a conventional mass-market consumer at this stage. It is designed for people and institutions willing to engage with process, material experimentation, learning and participation. Its value lies in opening a new way of thinking about what a graphic medium can be.
How did you come up with the name for this design? What does it mean?
The primary audience for Regen includes design students, educators, researchers, cultural institutions and designers interested in sustainability, biodesign and experimental communication. It is especially relevant for academic programs that want to introduce regenerative practices into graphic design education. A secondary audience includes museums, galleries, environmental organizations and brands that want to explore communication formats with stronger ecological responsibility. Regen is not intended for a conventional mass-market consumer at this stage. It is designed for people and institutions willing to engage with process, material experimentation, learning and participation. Its value lies in opening a new way of thinking about what a graphic medium can be.
Which design tools did you use when you were working on this project?
The project combined analog, biological and digital tools. The biological tools included seeds, substrates, molds, water, mesh and support materials used for root domestication experiments. The analog process involved observation, material handling, cultivation and photographic documentation. Digital tools were used to translate and communicate the results. Adobe Illustrator was used to vectorize patterns derived from seed dispersion and root structures. Digital design tools were also used to develop posters, visual applications, website flow, social media pieces and presentation materials. For evaluation, the Material Circularity Indicator was applied through the Thinkstep ANZ MCI Calculator, which helped assess the circularity of prototype versions and material components.
What is the most unique aspect of your design?
The most unique aspect of Regen is that the graphic medium is not treated as a passive surface. It is a living process. The roots are not decorative motifs applied to a poster; they are the structural and visual basis of the communication artifact. This changes the role of the designer. Instead of controlling every graphic detail, the designer creates the conditions for growth and then interprets the results. The project is also unique because it connects this living process with educational tools, a digital ecosystem and circularity measurement. Regen therefore combines biological emergence, visual communication and environmental accountability within one coherent design system.
Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
Regen was developed by Sofía Porto Iannuzzi at Universidad de Monterrey, with academic guidance from advisor Iliana María Moreno Guzmán. The project also incorporated feedback and perspectives from people connected to design and sustainability education. As part of the research process, interviews and survey responses helped frame the relevance of biodesign for students and educators. The Root Domestication Test Kit was tested with participants who applied the instructions and helped evaluate clarity and usability. Although the project was developed within a graphic design context, it required learning from areas such as biology, material behavior, circularity assessment and sustainable design methodology
What is the role of technology in this particular design?
Technology in Regen is not used to replace the biological process, but to document, translate, evaluate and disseminate it. The living material remains central. Digital technology supports the project by allowing root formations and seed-based patterns to be photographed, vectorized and adapted into posters, digital content and communication systems. The website flow and social media pieces extend the reach of the project and invite participation through downloads, community engagement and gallery logic. Analytical technology also plays an important role through the Material Circularity Indicator calculator, which helped evaluate the ecological behavior of the prototype systems. In Regen, technology works as a bridge between living growth and communicable design knowledge.
Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
Yes, Regen was strongly influenced by both qualitative and quantitative research. The project began with conceptual research on biodesign, regenerative communication, experimental graphic practices and sustainable material innovation. It also included interviews and survey research. The survey gathered responses from a broad group of design and university students, showing strong interest in sustainability and biodesign learning experiences. One important finding was that many respondents had not taken sustainability-related workshops, yet showed interest in creating graphic material with living materials. The project also applied the Material Circularity Indicator to evaluate prototype circularity. This analytical layer helped identify strengths, limitations and opportunities for improvement across material components
What are some of the challenges you faced during the design/realization of your concept?
One of the main challenges was reconciling graphic precision with biological unpredictability. Roots do not behave like ink, pixels or typography. They respond to humidity, substrate, density, time and environmental conditions. This meant that the project required patience and repeated experimentation. Another challenge was maintaining legibility without forcing the living material to act like a conventional graphic tool. The project also faced material challenges, especially in the support systems used for molds and prototypes. The MCI evaluation revealed that some components had stronger circular performance than others. This was important because it showed that regenerative design must be honest about its limitations and continuously improve its material decisions
How did you decide to submit your design to an international design competition?
The decision to submit Regen to an international design competition came from the belief that the project contributes to a conversation beyond its academic context. Regen addresses sustainability, material innovation, education and the future of visual communication, which are topics relevant to designers and institutions globally. A competition such as A’ Design Award offered a platform where the project could be evaluated not only as an academic experiment, but as a design proposal with broader cultural and professional value. Submitting it internationally was also a way to test whether regenerative graphic design could resonate with audiences outside the local context of Universidad de Monterrey.
What did you learn or how did you improve yourself during the designing of this work?
During the development of Regen, I learned to design with uncertainty rather than against it. Working with living materials changed the way I understood control, authorship and process. I had to become more patient, more observant and more willing to let the material contribute to the final outcome. I also improved my ability to connect visual design with research, documentation and ecological evaluation. The project taught me that sustainability requires more than good intentions; it requires evidence, material accountability and the courage to expose what still needs improvement. Regen expanded my understanding of graphic design as a field capable of working with biology, circularity and regenerative thinking
Any other things you would like to cover that have not been covered in these questions?
One important point is that Regen should not be understood only as an object or a final visual result. It is a proposal for a different culture of graphic design. It asks designers to consider time, care, material origin and afterlife as part of the brief. It also suggests that design education can play a major role in the transition toward regenerative practices. Universities provide a valuable space for testing ideas that may not yet fit conventional commercial production but can influence the future of the discipline. Regen is still evolving, but its core message is clear: visual communication can become more responsible when it learns to collaborate with living systems instead of only representing them.