We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative The Reset Co. ("TRC").
Our main value is the development of ideas that solve communication problems with a human approach, that improves the reality of the projects we work on. We seek personalized approaches with the idea of ​​diversifying our portfolio and not using the same discourse. We improvise, explore, go back to basics to implement simple and clear ways to send a message that is different from the reality of competitors. Aesthetics and function are the philosophy in which we focus our objectives. Something nice is meaningless if it's not built on a solid concept.
The Reset Co. Designs
We are pleased to share with you original and innovative design work by The Reset Co..
The Reset Co. Design - Texts From Graphics
Designer Interview of The Reset Co.:
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?
TRC : We are about to celebrate 10 years as a design studio. Our philosophy is based on the development of concepts. For us, form and functionality cannot exist independently if the goal is to solve communication problems. We always had a creative approach and we always knew that graphic design would be our goal.
DI: Can you tell us more about your company / design studio?
TRC : We are a team with a multidisciplinary approach, our study seeks the solution and consulting of design problems where our specialty is branding and editorial design. However, we work in constant experimentation to create different formulas in each project and adapting solutions from different approaches.
DI: What is "design" for you?
TRC : The design for us defined in one word is "opportunities", to improve people's lives through beautiful communication speeches. The design serves to beautify our environment.
DI: What kinds of works do you like designing most?
TRC : As we mentioned before, we specialize in brand design and in the construction of editorial structures to improve the way information is presented to a user. However we love the development of infographics, audiovisual animations and building communication strategies.
DI: What is your most favorite design, could you please tell more about it?
TRC : We don't have a favorite project, however, for now, we can say that our most challenging project in these almost ten years has been the design and communication campaign of the University of Monterrey this year 2020. The objective of the 2020 campaign was to create a communication approach for the target, generation Z, since this is not identified with the old communication efforts that sought to attract other types of public. We develop all the messages, the concept, and the focus of the campaign, the styling design, to achieve a complex system.
DI: What was the first thing you designed for a company?
TRC : The first project that we developed nine and a half years ago was "Coordinates for Living" for the multinational "FEMSA", which included various graphic elements for branding, in addition to an iconographic system and a coffee table book. The objective of the project was to give identity to a social program focused on regenerating the social fabric of Mexican youth, at a time when the insecurity and violence of the Mexican cartels led a large section of youth to commit crimes.
DI: What is your favorite material / platform / technology?
TRC : We work with all Adobe design programs, since they are our main tool, however we focus our solutions a lot on adapting manual tools and then integrating them into digital media.
DI: When do you feel the most creative?
TRC : The projects that challenge us are the ones that most motivate us to create. No matter where or when they are presented to us, we seek to adapt to each one. Furthermore, creativity is a practice that works and is not born from moments of inspiration.
DI: Which aspects of a design do you focus more during designing?
TRC : We strongly believe in the importance of research and the implementation of methodologies that generate creativity and allow us to be disruptive.
DI: What kind of emotions do you feel when you design?
TRC : We can define them as illusion and exciting
DI: What kind of emotions do you feel when your designs are realized?
TRC : We always talk about how glamorous the results can be, however the process to achieve the objectives of each project is what drives us to continue learning.
DI: What makes a design successful?
TRC : Design is successful when it solves a client's problems, when they are fulfilling a function and also improve the environment.
DI: When judging a design as good or bad, which aspects do you consider first?
TRC : The design should focus on the target, not on whether I like it or not. This is a discipline of perception and everyone has a particular opinion of what is presented to them. This is why we mention so much the importance of functionality. Style should focus on the brief and the client's needs.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
TRC : We have the responsibility to help our society to constantly educate and inform itself, to improve our environment and our possibilities and in this way to improve the lives of more people.
DI: How do you think the "design field" is evolving? What is the future of design?
TRC : Design is what makes any activity different. Creative disciplines are constantly growing from Russian constructivism and BAUHAUS. Design together with technology and innovation is changing in a very short time, life as we traditionally know it. In these times of pandemic for example, technology and new solutions in which design participates, have changed the paradigm and now it is easier to live, access basic services, communicate, be informed, etc.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
TRC : We do not participate in any kind of exhibition yet.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
TRC : We love cinema, architecture, traveling and in this way sharing ideas with people who don't think like us. All these activities feed our curiosity and the desire to experiment in design.
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?
TRC : In a way, having a team as diverse in both ideas and ages allows us to always analyze all our perspectives. All our team has the creative freedom to contribute and exalt the group. In this way, we achieve a midpoint for the implementation of solutions and enrich our creative dynamics.
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?
TRC : Without a doubt, we live in a place where design is a social phenomenon. We dare to say that Monterrey is one of the two most important cities in Mexico in terms of design. It is a hotbed of great creative minds and a constantly growing business space. This has allowed business entrepreneurs to bet on design as a boost for the growth of their companies and for designers to constantly work on the implementation of solutions without rest, thus achieving an ideas laboratory that has changed the citizen's perspective towards two directions. It is a city of opportunities.
DI: How do you work with companies?
TRC : We always follow a methodology, but our design process changes radically depending on the type of client we work with. You cannot follow the same guidelines for a clothing boutique for a coffee table book.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
TRC : In any case, the circle of trust that is created in the development of a project is often broken because companies stigmatize designers as informal or seek to take advantage of any situation because customers are not used to it. to invest in design. And the question is always the following: When you go to see the doctor, do you question his opinion in order to pay less? Of course not, you blindly trust what he says, because you trust that his opinion will solve your health problem. It is one of the great problems that we face in our profession.
DI: Can you talk a little about your design process?
TRC : We work with different methodologies, since two different projects cannot be approached in the same way. Our goal is to always build conceptual dynamics with verbal exercises until we have a clear story defined. Generating creative ideas at this stage is essential to differentiate projects from your competition. Until we have defined our concept, we do not advance to the stage of visual development. This completely distances us from the search for references to try to tackle the project.
DI: What are 5 of your favorite design items at home?
TRC : We love our two diamond bertoia chairs, we also have a spot for indoor plants, a ficus lirata is our favorite. We have just added to the room a tubular lamp in the shape of a triangle, golden color, which makes our living room in a very cozy space. Item number 4 is a brushed marble coffee table, which gives a feeling of good taste but without getting close to perfection. It has grains that make it look like a piece of charred wood. And last but not least, a concrete wall clock that frames the divide between the kitchen and the hall.
DI: Can you describe a day in your life?
TRC : Coffee is always the kick off of the day, starting the morning with a hot drink is always a good argument to activate the mind. Breakfasts are always small and practical since the days are full of activities. We practically live in the studio and we also teach graphic design students at the University.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
TRC : Do not stop learning, do not believe everything you think and above all never give up, insisting with the things that are set as objectives is always what results in achieving it.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
TRC : In short, my work is not work, I do what I always wanted to do, my profession is what I practice every day. I always see the glass half full, seeing it half empty is not motivating. The challenges have brought me here.
DI: What is your "golden rule" in design?
TRC : Research and work tirelessly.
DI: What skills are most important for a designer?
TRC : The profile that we seek and that refers to our study is the ability to never give up. We must always achieve the goals no matter how long this takes. It is what works for us.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
TRC : Illustrator, photoshop, indesign, netflix, spotify. A coffee maker, paper, pens, markers, camera, tools, board games, puzzles etc.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
TRC : Without a doubt having a defined agenda for each fixed task and thus adding the daily variables, allows you to find leisure times. Respect this vitacora, it is essential not to be consumed. Organizing time allows you to do more things in one day.
DI: How long does it take to design an object from beginning to end?
TRC : It depends on how big or complex a project is.
DI: What is the most frequently asked question to you, as a designer?
TRC : How do you create a concept that makes a project unique and different?
DI: What was your most important job experience?
TRC : Work together with other professionals from different disciplines to develop the same projects.
DI: Who are some of your clients?
TRC : From small businessmen, universities, government, retailers to doctors and plastic surgeons. The type of clients has been very wide throughout so many years.
DI: What type of design work do you enjoy the most and why?
TRC : We enjoy the projects we specialize in (Branding and editorial) however we really like to explore new disciplines and design challenges.
DI: What are your future plans? What is next for you?
TRC : 2019 for us was a momentous year, we considered growth through having more exposure. With the pandemic, we have been working remotely on all our projects and as soon as the situation stabilizes, we will resume our growth objectives. We have already remodeled our entire workspace to make it more comfortable to work. Now our focus for 2021 is to increase our reach.
DI: Do you work as a team, or do you develop your designs yourself?
TRC : We always work as a team, this has allowed us to grow in a short period of time. Although the team is small, it is very efficient and they always integrate their criteria for the solution into the dynamics of the projects.
DI: Do you have any works-in-progress being designed that you would like to talk about?
TRC : We have several things in development and also projects that have already been developed but that we continue to manage. As we mentioned before, right now the communication campaign for the University of Monterrey is our most challenging project and of which we are most proud. The launch was made in November 2019 and this year the media plan is already being implemented. We have developed all the academic offer brochures as well as the campaign and marketing pieces.
DI: How can people contact you?
TRC : Through our website www.reset.mx, on social networks such as @madebyreset and Behance.
DI: Any other things you would like to cover that have not been covered in these questions?
TRC : There is something that is part of our philosophy and that we cannot fail to mention. For us, adaptation is a working lifestyle. Being for comfort working your whole life in one category is a limitation, so experimenting with new challenges every day is a must.