We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Nikola Vucicevic ("NV").
My name is Nikola and I’m your award-winning, LA-based designer, concept creator, and branding expert. Hello! I’m Nikola Vucicevic, a passionate, award-winning brand designer, innovator, and entrepreneur from Serbia, currently based in Los Angeles. I graduated from the University of Belgrade with a masters in graphic design and visual communication and started my career at New Moment. Since then, I’ve worked at Leo Burnett, McCann Erickson, and several more creative agencies. In 2006, I started my own design studio where I served clients like Asics, L’Oreal, and McCann Erickson. In 2007, I was invited to join the 1000 Young Leaders of Serbia, an association organized by the office of the President, where my team and I developed an award-winning project about cross-border cooperation that was presented to the Serbian government. The success of that project gave me the opportunity to work as an art director for Boris Tadic’s successful presidential re-election campaign in 2008. In 2013, I relocated to the United States, where I added several more high-profile clients to my portfolio, including Dais Technologies, AON, and Prada. With stellar design, I’ve helped my clients close nine-figure contracts and achieve both commercial success and big-brand awareness. I’ve also been recognized by several organizations for my top-ranking work with international clients from more than 27 countries — from startups to Fortune 500 companies. In my free time, I like to read up on the latest trends in technology and innovation, creative industries, and fashion. When I’m not playing tennis or enjoying the outdoors, you can find me experimenting with new recipes in the kitchen.
Nikola Vucicevic Designs
We are pleased to share with you original and innovative design work by Nikola Vucicevic.
Designer Interview of Nikola Vucicevic:
DI: 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?
NV : Yes, that is true; I wanted to be a designer since forever. Of course, at my early age I didn’t know what is the proper word for it, as a kid I was just an artist but today it’s clear: I am a designer. My design is about communication and strong concept that looks good.
DI: Can you tell us more about your company / design studio?
NV : I believe that my business name perfectly describes me in both business and personal way. Designer and Gentleman, nice to meet you!
DI: What is "design" for you?
NV : Design is the ability to understand how things work, what people's needs are and how to improve that connection.
DI: What kinds of works do you like designing most?
NV : I help various clients to improve their impact in different stages of their business. Whether that is branding, advertising, web marketing, packaging or promotion.
DI: What is your most favorite design, could you please tell more about it?
NV : Heart Plate would probably be the product that I am most proud of. Learn more at heartproject.com
DI: What was the first thing you designed for a company?
NV : It’s hard to tell… I was back in Europe and I started with small stuff- promotion of local restaurants… On every menu, every promotional material I place my business name… than eventually bigger design tasks followed: creating identities, campaigns, web sites, project of national interest etc.
DI: What is your favorite material / platform / technology?
NV : I try to use every platform and do the best for client- print, digital, environment… One thing is certain: the concept must be strong- implementation is just matter of budget and production. The main goal is: create result that matters.
DI: When do you feel the most creative?
NV : Late at night, every night.
DI: Which aspects of a design do you focus more during designing?
NV : First things first. Strong concept is a must. Then: design- market- consumer-action is something that is crucial. That is how the one concept is proven.
DI: What kind of emotions do you feel when you design?
NV : I enjoy the process of designing. From scratch to final product. That is indescribable feeling. Like you are making something that will touch people on different levels and create their awareness and call to action.
DI: What kind of emotions do you feel when your designs are realized?
NV : I know that design is good when we achieved our goal whether is an awareness or ROI. And if that design is awarded by “A Design Award” I am certain I did a great job. I feel proud.
DI: What makes a design successful?
NV : There are two key points: raising awareness and financial aspect.
DI: When judging a design as good or bad, which aspects do you consider first?
NV : Functionality, usability, innovation, creativity, concept creation, production and implementation. Awareness and commercial aspect.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
NV : We create things that people use every day or we participate in marketing communication on different levels. For that reasons, designer’s role in today’s world is very important because we set up a standard in the tone of voice, aesthetic, and functionality of the products.
DI: How do you think the "design field" is evolving? What is the future of design?
NV : Smart component is a next step. Every product in next 5 years (approximately 2021) will be smart.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
NV : A Design Award in Nederland.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
NV : I got inspiration form life itself and research related to current projects.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
NV : We create things that people use every day or we participate in marketing communication on different levels. For that reasons, designer’s role in today’s world is very important because we set up a standard in the tone of voice, aesthetic, and functionality of the products.
DI: 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?
NV : I am Serbian born who lives and works in the USA. My clients say that they love to work with me because of my different perspective of looking at things. I believe that my European heritage brings more value while working for US clients and US market.
DI: How do you work with companies?
NV : As a partner, freelancer, remotely or as an outsource creative.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
NV : Work on relationships. Be honest. Learn about their latest work. Select talented designer and then pout his personal qualities to the test. It’s easier to work with modest people than with so-called stars.
DI: Can you talk a little about your design process?
NV : More thinking less working.
DI: What are 5 of your favorite design items at home?
NV : Heart Plate, computer, sofa, shoes and glasses.
DI: Can you describe a day in your life?
NV : Three meals a day, lots of creative ideas, sport, working, reading, and socializing.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
NV : I don’t think about the awards while working. Think about the quality of your service and awards will follow. Get rid of the ego.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
NV : Positive: you have the power to change the world. Negative: There is a small number of people who can recognize these ideas. But when you find them, they will follow your vision and become your best clients.
DI: What is your "golden rule" in design?
NV : Don’t just look- feel it!
DI: What skills are most important for a designer?
NV : Hard work. Listen to other people opinion, make your own decision.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
NV : The list is long… What ever is going to help me to deliver the best product.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
NV : Charge for your knowledge. Semi-good ideas can be given free of charge. For a great idea, you have to pay.
DI: How long does it take to design an object from beginning to end?
NV : Depends on the project. For a platinum award winning Worth Rent A Car concept it took me 2 working days. Around 16 working hours, Heart Plate is still an ongoing process, Nikola Mirotic personal branding is also an ongoing process.
DI: What is the most frequently asked question to you, as a designer?
NV : Are you available?
DI: What was your most important job experience?
NV : Last project.
DI: Who are some of your clients?
NV : Unicef, Asics, Prada, Paco Rabanne, LifeLine, The Frajle, Loreal, HRH Crown Princess Catherine, NBA Player Nikola Mirotic, clinics all around the USA…
DI: What type of design work do you enjoy the most and why?
NV : Branding. Because of it’s strong communication aspect.
DI: What are your future plans? What is next for you?
NV : My business is growing. My plan is to engage with more clients would be the next logical step. And in the meantime I am developing few my own business ideas.
DI: Do you work as a team, or do you develop your designs yourself?
NV : Yes, I have a team of experts in different creative and design fields. Together we can do amazing stuff with reasonabkle pricing. I am very proud of my team!
DI: Do you have any works-in-progress being designed that you would like to talk about?
NV : I am working on a short film. Currently, I am in process of finding sponsors. The synopsis is about social awareness regarding lifestyle in today’s world. It’s going to be fun, interesting, emotional, moving and inspirational. If you want to learn more please contact me!
DI: How can people contact you?
NV : www.designerandgentleman.comchicago@designerandgentleman.com