Aesthetic

Making ‘something beautiful’ is only a small part of aesthetic. Originally aesthetics means ‘being sensual’ which refers to all of our senses as for example hearing and smell. According to this definition sensuality as such is unbiased, meaning that even ugliness can be aesthetic.

Often Graphic Design is seen as a flat, two-dimensional entity, but reading a book, scrolling through a webpage are for me spatial and tactile experiences similar as walking through woods. In my opinion design concepts shall adapt to those qualities, because only then a visuality can be sensual and an integral part of a message itself – distinctive, memorable and authentic.

Timelessness

Developing an independent concept that shall last more than a moment needs to be thought through multiple directions. For me, longevity lives from simplicity and an ability to go beyond contemporary design trends, which ideally leads to an original but universal ‘visual language’. This then is able to adapt, becoming static or animated, in small or big sizes, in colour or in black and white.

Communicating effectively firstly means focusing on its own originality. Secondly, to clarify a context in which this originality is embedded. Third, to reduce this complexity into an easy-to-read visuality. This process takes time and generosity to define. Self-exploration seldom happens through one night. Creating strong design concept need even multiple ones.

Honesty

A fruitful collaboration happens by asking. What someone apparently wants is not always what someone is self-conscious of. By working together a broader overview of a wider context can be revealed, through which a (gestalt)position can be defined.

A first contact usually starts with simple request as for example ‘I need a flyer’ or ‘I need a logo’. Exploring individual contexts take curiousness and empathy that can lead to unexpected destinations. Realising that a brief shall serve a different purpose than previously expected needs a re-evaluation of its application. Graphic Design can not do everything. I am happy and open to share and build what can be imagined inside and, or outside of Graphic Design discipline as for example performative, or artifactual outcomes.