Интервью с Antonio Tepic

Over 20 years, working in various fields of visual communication. During my career, worked for diverse brands from different industries on various projects. To mention a few international, Honda, Mazda, Mitsubishi electric, Nivea, Rockwool, Elle decor, and some local as Zvečevo, Fina (Croatian financial agency), Kraš, OMW, RBA leasing.

During my study on Graphic Faculty (University of Zagreb), design of graphics product course, found a first job in the small graphic studio. For beginning, worked as a DTP operator on photo retouching and tone correction and also prepress newspaper for publishing. On that way, I came in contact with some great ads, which placed in the newspaper. That was a trigger for me, then I decide to develop myself as a designer in visual communication.

That mostly depends on project which I am working on, definitely is most important which message is to be delivered. If I work on the new project, then is necessary to pay special attention to choosing the right colors and typography for product/service, because they are an important part of communication and making an impression. Like to sketching when I look for ideas (and developed it), many times I started with one idea and then finished with something totally different from the initial idea.

I feel excited and happy about new projects, new challenges, new problems to solve. And on the end of the project, fulfillment pervades me.

Non-design skills which help me in designing are: researching (to better understand brand), planning (creating strategy), communicate (maybe most important), illustrate (used for showing ideas) and last but no least, technical capability to realize the project.

Growth path for my design business will be front-end development, how could to have more control in the building process (the details make up the whole). In accordance with that, the future plan for me, is improving as a visual designer. That means spreading my knowledge and technical skills in web/mobile development.

Work, work and more work. Work is the best way to gain experience, don't be afraid to be creative, always trying to find better idea or point of view. Maybe your ideas will not be appreciated in the beginning, but with experience comes wisdom and better understanding needs.

Be prepared for investment a lot of time to learn and perfecting, that will not come overnight, but with consistency you can make a big thing. Persistence is most important in achieving goals, so why should be different in the design business?

Good mood is important to my everyday job, so during working hours I like to listen music, read the new blog posts or look for inspiration on the internet. Also, taking breaks and resting a brain is crucial to preserve ideal working temperature. Every four hours I take a break and make a move away from the project, to better see the bigger picture.

Sticking with my own design style, rather spend the time to develop a timeless design following design principles, than blindly follows trends. I can find my inspiration anywhere, depends on the moment.

Watching whether the design fulfills the purpose, whether visual and textually presenting the right information. It's not enough that the design is just nice, it must be functional first of all.

When I accomplish the set goals, with choosing a colors, typography, photo. In accordance with the message we want to convey for a particular product or service.

Every project I work on is special to me, in some way, but if I have to choose the one, that would be a business card Ada-pack, which is awarded a few times. This project is special because of the using the different materials and printing techniques, Ada-pack business card promotes communication and open interest for service which offer. the inspiration for the design I found in gift wrapping services, which is promoted by direct communication material. Currently working on my own website, I am excited because I developing and acquiring a new knowledge and skills at the same time, so I can offer to my other or new clients new services.

I would love to have a chance to talk with Herb Lubalin, I think he has left a great influence on design with his ideas and works, which is easy to love at a glance.

Yes, music is an important part of making a working atmosphere for me, but they should be enjoyable and unobtrusive. More influence on me have a others design, than the place where I live (Zagreb, Croatia,EU), but this is my personal thought. If we talk about visual communications, it is an important aspect of transmitting certain messages, with which we want to draw public attention to a particular problem, to encourage them to interact and resolve the same.

On most projects I worked alone, but also I am cooperating with different designers or/and illustrators on complex or bigger project. When I look for a partner or an associate, is important to me to find a person who will be responsible, professional, dedicated to the job. I like a relaxed atmosphere, but understand that isn't always possible. Openness and willingness to listen (accept) others' opinions is characteristic of a good designer.

Yes, I work pro bono when I have enough time and when I can help in achieving goals. Worked for non profit association, the few times I supported other artists (musician) with my work. I think that is a good practice, supporting a local society with pro bono work, of course if they is possible.

Apart from the award and recognition of the profession, I would certainly emphasize the public relations and the opportunity to present myself and my work to the general public. I think that the competitions are important, I believe that every designer who gets an award is stimulating in the sense of continuing with their work and development. In this case, the award is the proof of the right path.

Visually demonstrate gift wrapping service, how business card would be clear on first sight. Also, client's wish was to have a recognizable and memorable business card, the card which would awake curiosity and encourage positive emotions and how could be more highlighted among the others.

Show how a usual piece of paper (offset paper) can be interesting when it wrapped with decorative paper, how can look more attractive and give an additional value.

Honestly, don't have a future plan for this project.

An idea came to me relatively quickly, then I spent a few days to develop it till the finish. Firstly, was thinking about covering a contact information, but very soon denied that idea because of fear that person which take a business card wouldn't want to cut tape. So I decided to keep information uncovered and that was proved as correct thinking.

Followed inspiration at that moment. Firstly, had an intention to play with color, tried to make something interesting. Then I decided to play with different color and other type of paper.

That was an ordered work for another company, which has represented itself with this part of direct communication.

Inspiration, good idea and wish to make something unique and special.

Not at this project, but speaking generally, other designs had probably left an impression on me and consequently on my work, my utterance.

Target was other companies which practice of giving a present to their business partner, and express an appreciation in that way.

I think, that could be a using of two different materials (offset paper and decorative paper), also as is used two different printing technique (offset printing and screen printing).

In this case it's obvious :)

Sketch block and pencil for developing idea, then hardware and software for realization.

Decorative paper with print, wrapped around the business card

Worked and communicated with master of the print process.

Technology has the main role in the process of realisation.

Analyzed the offer of service, what company doing and how.

The problem was that decorative paper couldn't be cut by machine, so I was forced to cut with my hand using a plain scalpel.

The organizer sent me an invitation.

Developed a more sense for organizing and producing, also confirmed myself how additional effort brings benefit.

Is an interesting to watch how people react when receive a business card, how they rotate it and research carefully, how peeking under the tape. How they start commenting excitedly, showing open interest.

Studied at the Faculty of Graphic Arts at the University of Zagreb, in the direction of design of graphic products, then I was interested in design and prepress more than for printing.

"Endless" possibilities of creating, solving problems.

Have chosen.

Branding & Identity.

Never stop learning and tried to improve your skills.

Great designer work what you need, not what you want.

Selection of colors, typography, photography, composition, clarity of expression.

Because of the benefits and experience of their users, investing in design shows that your product / service is essential and necessary in everyday life.

Probably some catchy advertisement for a global business.

Try to find enough time for things that interest me.

Passion for designing.

Design works inspire me more than designers.

An endless calendar, a simple and practical solution, very pragmatic.

Ada-pack business card, creativity.

Let them be open to new experiences, knowledge, try to look at the problem from another point of view.

Probably a production manager in printing.

Solving problems in creative ways.

Books about design, works of others designer.

The thinking process, keen eye, sense for a detail, critical thinking.

Some of my earlier works were visually really interesting, but did not refer to the client's needs. I needed the time to understand that my job is using creativity to solve client needs. Yes, design it should be nice, but most of all, should have a sense and be appropriate to product/services.

I think it's best to let the design speak for itself.

Hope to continue with the good work and effort in meeting your high expectations.

Continue to prove that it is worth investing in good design

That I will surprise pleasantly them with my suggestions.

Encouraging communication, people like to share positive experiences, likes to exchange opinions, just as they like beautiful things. Learning each other, together we easier progressing and building.

On my new website, yes I'm, because learning a new skills.

Each one in which I have free hands into creativity and creation.

More courage and creativity in creating memorable works.

Into interaction.

Depends on the scope of work, mostly I like to have more time available. But if the project needs to end in a short time then I adjust, if it possible.

From researching.

Keep it simple, make it beautiful.

Design sets the trends.

Main, because, helping me in most working process, from researching till create.

I currently work on Apple iMac with Adobe programs (Photoshop, InDesign, Illustrator).

A large, because color, ambiance and the material can significantly affect on the mood. It is well known that we are more productive in a pleasant environment.

What they are interested in.

Great job, I want to do the same.

An experienced person who knows the principles of design. During my career, worked with other designers, it is ideal when we are complementing with ideas

Graphic design, a concise history - Richard Hollis

Encyclopedia of graphic design and designers - Alan and Isabella Livingston

Constantly working on different suggestions and developing new ideas, thinking about good and bad sides.

Johannes Gutenberg - inventor who originated a method of printing from movable type.

I am always glad to receive an award and be recognized by the profession. That is always a good motivation for future works. When you do what you like, nothing is not difficult.

Orange, lounge bar near beach, spring, domestic cuisine, computer, Apple.

While I was working in a printing press, my colleague is accidentaly mixed the developer and fixer (which were used in the process of making graphic films). The smell of ammonia has expanded with the larger part of the company, we've been ventilate rooms all day.

With long walk on sunny day.

I have always liked to draw and have had a lush imagination, I suppose it has contributed to it.

Society will become more advanced and more aware, hope so.

Thank you, for loving my works.

Studied at the Faculty of Graphic Arts at the University of Zagreb, in the direction of design of graphic products, then I was interested in design and prepress more than for printing.

Inkubator ideja is an award winning creative studio for visual communication, specialising in branding & identities. We also offer other brand-related services such as advertising, packaging, marketing material.

Design covers many areas, if we talk about graphic design, it's a visual communication, a creative way of transmitting information, emotions, raising awareness, stimulating thinking.

Depends on the client's requirements, about the product/services they provide and the target group, is not the same working for large companies and/or small crafts. Mostly enjoy the realization of a good idea, sometimes it is a logo and sometimes an ad, a business card, a poster.

Find it difficult to single out just one work, but if I have to, that would be an Ada-pack business card that has been multiplied awarded.

A brochure and a stand up banner for an IT company that was presented and participated in the conference.

Web design and multimedia provide a lot of features and information, but somehow I more prefer printing, feeling of the texture of paper under the fingers, smell of paint, special printing and finishing techniques.

When it's a nice sunny day :) I like to have time to designing. But some works I did much better under the pressure of deadlines.

By the message which sending to the audience, if the design is in accordance with the needs to be met. Is it informative, professional, entertaining, attractive?

Excitement when I have a good idea.

Satisfaction, when I realize it.

Knowledge, time and effort invested in creating.

Is it the design an appropriate to product / service that it offers, promotes?

Encourage them to think and act, without forcing their opinion, but rather guide them to that.

Interaction, definitely, because they can provide a new user experience.

A few years ago I participated in group exhibitions with some of my works. I did not think about future exhibitions, I have to admit that you've caught me with a question.

It no have rules, inspiration can come from anywhere, movies, books, works by other designers / artists, exhibitions.

Timeless, simple and clean.

Zagreb, Croatia, EU. I do not think the place of living affects my design, maybe someone from the side could better evaluate that.

In most cases, to mutual satisfaction :)

The first step is to review the portfolio and the second is to understand the design process. Also the designer you are interested in, needs to be actively listening, better understand the needs of the client and, accordingly, offer the best solution.

Design process phases are researching, sketching, elaborating, implementing and realizing.

A computer which I use for work, sound system, smartphone, favourite pencil, planner.

When I work on a project, my day is marked by thinking and creating, with pauses (for lunch, dinner).

Try to be original in your working, find a new solution to the problem, constantly educate yourself and work on, how to become a better person and the designer too.

Design can be the best job in the world, but there are hard moments when I work with some people which don't know what they want, they don't understand what design is, and what is the purpose of it.

Keep it simple but make it special.

The wideness of thinking and the tendency of solving problems.

The software I use is an Adobe Photoshop, InDesign, Illustrator, Brackets and hardware which I use is Apple iMac.

When I have time, first I think and then I work, when there is no time, then it is a combination of thinking and working.

No rules, sometimes takes several hours, sometimes a few days, mostly depends on ideas and inspiration.

More time to spend on design / project explanation than leave client to the guessing.

My clients are diverse, from large international companies to small local business, but all of them are connected with wish to have a beautiful design pieces.

When the client has no objection and he accepts with enthusiasm the solution offered. This is the best proof of a good job.

Extend services on the web and app design and creation. Till now I do this in cooperation with others, but have plans to become as independent as possible.

Develop design by myself in most cases, but I also cooperated with other designers in the process of creation.

I don't like talking about work-in-progress projects, because I don't know how they would look when I finish.

The best way is to fill out contact forms on a website or send an email.

Feel free to contact us, we look forward to future successful cooperation.

The creative idea of wrapping the business card in decorative paper stems from the very essence of the service provided by the company – gift packaging. My goal was to convey the experience, that is, the feeling of giving through business communication, which is not common for business cards. The inspiration came from researching the emotional reaction that occurs when opening a gift, that small moment of curiosity and anticipation. I wanted to transfer that emotion to a business level, allowing users to connect with the brand in a more personal and deeper way.

I aimed to reshape the classic concept of a business card and turn it into an interactive experience that would stand out from ordinary business cards. The inspiration arose from the desire to create a moment of surprise and subtle tension – the feeling that people often have when opening a gift. I wanted recipients to pause for a moment, to hesitate before revealing the content, thus creating a unique experience and a lasting impression of the brand message.

The combination of offset printing for the business card and screen printing for the decorative paper that wrapped it posed its challenges, especially since the parts were produced in different printing companies. This role required thorough coordination and careful management to ensure that the final result matched the vision. I had to rely on careful planning and clear instructions for each printing house to achieve precise color matching, dimensions, and positioning. In this way, I achieved a harmonious integration of different techniques, making the business card appear as a coherent design despite the complexity of the process.

In developing the design of the business card, a key focus was on the identity and new service of the company. Considering that their main business is gift packaging, I wanted the business card to reflect that essence through its physical characteristics. I drew inspiration from the aesthetic elements of gifts, such as decorative paper, allowing the business card to become a mini presentation of the services they offer. This connection between design and the company's services ensured that the business card was not just an informational tool but also an experience that strengthens the brand. Through every detail, from color selection to structure, I aimed to create an experience that clearly communicates the nature and values of the service to users.

When determining the dimensions of the business card, I considered several key factors that influenced the choice of measurements. The basic business card, measuring 90mm x 50mm, was chosen to fit perfectly into standard wallets and allow for easy handling. On the other hand, the decorative paper, measuring 32mm x 104mm, was selected with the intention of creating an element of surprise upon opening. These dimensions provide enough space for visual impact while encouraging the recipient's curiosity. I wanted to achieve an optimal opening experience that would emphasize the concept of giving and packaging. By carefully considering these dimensions, I established a balance between functionality and emotional experience, further strengthening the connection between design and service.

The choice of red for the text on the business card was a thoughtful step that further emphasizes the concept of giving. The color red symbolizes passion, energy, and joy, which perfectly aligns with the emotions associated with gift-giving. Additionally, the contrast with the decorative paper creates a visual connection that attracts attention and highlights key information. In color psychology, it is known that red can evoke a sense of excitement and anticipation, which further enhances the recipient's experience when opening the business card. This carefully chosen color not only strengthens the visual identity of the brand but also contributes to the overall experience of the business card as an interactive and emotional object.

When creating the Ada Pack business card, I relied on my previous experience working in a printing company and my education at the Faculty of Graphic Technology, for a successful performance. I used standard paper suitable for offset printing which allowed for clear and precise prints, while I chose decorative paper to create contrast and add an extra dimension to the design.The goal was to transform an "ordinary" business card into something extraordinary through the concept of wrapping, thus reinforcing the idea of giving. The decorative paper was not just an aesthetic element but also a means that encourages interaction and surprise when opened. This combination allowed for the creation of an emotional experience that elevates the business card above traditional business tools, further emphasizing the essence of the brand.

Winning the A' Design Award for the Ada Pack business card significantly impacted my further work in visual communications. This award confirmed the value of an innovative approach and showed me how important it is to think outside the box when it comes to design. Inspired by this success, I sought to introduce similar creative strategies into other projects, not shying away from experimenting with new materials and concepts.The recognition that the business card gained opened doors to new collaborations and projects, prompting me to explore the emotional aspects of design more deeply. I realized how important it is to connect companies and services with users on a personal level, thus creating a stronger emotional connection and bond between the brand and the consumer. I strive to implement this approach in all my works, always focusing on creating experiences that go beyond just the visual impression.

When designing the Ada Pack business card, the psychological dimension of interaction with users was crucial for me. Wrapping the business card in decorative paper was intended to evoke a sense of anticipation and curiosity, similar to that of opening a gift. This idea was successfully realized, as recipients reacted with hesitation – they did not want to cut the decorative paper for fear of "damaging" the design. This reaction showed that the business card functions as a kind of artwork, something that recipients want to preserve.Initially, I planned to place the contact information under the decorative ribbon. I create a few samples and shared, I noticed users hesitating to cut the ribbon. For that reason, I decided to present the contact information in a way that allows users to enjoy the design without the need to "destroy" the business card. This further reinforced the concept of the business card as a lasting, emotionally valuable item.

Physical business cards in today's digital world have a special potential as they provide an opportunity for an immediate and tactile brand experience. While digital communication becomes ubiquitous, I believe that physical business cards still play an important role, especially those that are carefully designed as exclusive, personalized items that leave a lasting impression.Business cards like Ada Pack, which incorporate innovative elements and encourage interaction, demonstrate how physical design can be an unforgettable tool in creating an emotional connection with the brand. Such special business cards serve not only to share contact information but also represent a strategic asset that exudes quality and uniqueness. The texture, weight, and design of these business cards can elevate the brand, creating a memorable impression. I believe that such exclusive business cards become an expression of the brand's identity and standards of quality, remaining invaluable even in the digital age. They simply act as a silent yet powerful representative of your brand, leaving a lasting impact.