We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Shadi Al Hroub ("SAH").
I have over 16 years’ experience in design and communications, including over 7 years of research in branding and advertising specifically. I have won numerous international design awards and designs at the international level. My design experience ranges from creative direction, packaging, branding and Multimedia (both traditional and digital). I worked as a lecturer in creative design in various American universities and as a creative consultant at Leo Burnett, Hilton Worldwide, Jordan Aviation, Royal Falcon, Jordan Duty Free, Samsung, Macdonald, G2000, Hublot, The One, International Trade Center (UN) and various international NGOs such as UNRWA, Global Health Development and USAID. I was a final judge for the Stevie Awards for Creative Communications & International Business Awards where I evaluated DHL, Nivea, Pepsi, Coca-Cola and more big names, I was a final judge for Future Ideas, Adobe Achievements Awards 2018, the A’ design awards, and Grand Jury Panel at Vega Digital Awards where I evaluated Porsche campaign, McCann Stockholm, FOX Networks Group Spain and more. I’m currently Grand Jury Panel at Global Trend Awards 2018 where I evaluated BBC, Jaguar, eBay, Sony pictures, Nike and more.
Shadi Al Hroub Designs
We are pleased to share with you original and innovative design work by Shadi Al Hroub.
Shadi Al Hroub Design - Menamonsters Promotional Materials
Shadi Al Hroub Design - Menamonsters Characters
Shadi Al Hroub Design - Menamonsters Illustrated Book
Shadi Al Hroub Design - Menamonsters Application
Shadi Al Hroub Design - Lazord Cafe
Designer Interview of Shadi Al Hroub:
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?
SAH : My career has led me to specialize increasingly in the graphic design major at international level. The reason for this is because from a young age I have always had a very high interest in advertising and graphics design everything that is around us has been designed and this has always fascinated me.
DI: Can you tell us more about your company / design studio?
SAH : I'm Creative Consultant, I worked as a creative consultant at Leo Burnett, Hilton Worldwide and the International Trade Center and more...
DI: What is "design" for you?
SAH : Design is essentially problem solving at its core. You see a problem in an object/situation, you analyze it and try and remove those flaws. The process you hence undertake to do so is design.
DI: What kinds of works do you like designing most?
SAH : Branding and Creative Campaigns
DI: What is your most favorite design, could you please tell more about it?
SAH : My favorite project is branding at Hilton . I were given the opportunity to design restaurants identity. It was very enjoyable project.
DI: What was the first thing you designed for a company?
SAH : Logo and corporate identity
DI: What is your favorite material / platform / technology?
SAH : UX and Web Design
DI: When do you feel the most creative?
SAH : Creativity will hit you just at the moment you're in a silent, bright lighted room.
DI: Which aspects of a design do you focus more during designing?
SAH : It doesn't matter how good you are today. What really matters is how fast you progress and what steps you take every day to improve your design skills.
DI: What kind of emotions do you feel when you design?
SAH : Depend on the project
DI: What kind of emotions do you feel when your designs are realized?
SAH : Like a heartbeat
DI: What makes a design successful?
SAH : Concept is the foundation of any successful design — it’s like design DNA. Before I touch the computer or even start sketching, I figure out what I am trying to say conceptually. The concept provides the direction for the entire project. Without a solid concept its almost impossible to create a lasting design.
DI: When judging a design as good or bad, which aspects do you consider first?
SAH : Beauty is, and always will be, in the “eye of the beholder.” Your decision about the beauty or lack of beauty in a particular work of art is instinctive and natural. In fact, you probably won’t even have to make that decision, you’ll just either be captivated by a piece of art or you won’t.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
SAH : Social and environmental responsibility is an increasingly important factor for today's consumers. designers must be careful on products.
DI: How do you think the "design field" is evolving? What is the future of design?
SAH : In trying to figure out what the future of design will look like, we’re at a bit of a loss.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SAH : In Oman, Black Balloon exhibition... Don't Know
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
SAH : From music, movies or read a book
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?
SAH : Savage style
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?
SAH : Oman, Muscat
DI: How do you work with companies?
SAH : in consultancy base
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
SAH : By previous clients, fees and design profiles
DI: Can you talk a little about your design process?
SAH : If you pay attention to detail, are patient, creative, and like solving problems, then you are well on your way. Try to establish a new style, A style is a tool; it’s the thing you’re using to hit the target. Think about the colors you want to use and what those colors mean. Think about the imagery that supports your focus, the pace that attracts your audience, the words that communicate to them. Think about the cultural references and landmarks that establish a common frame of reference between you and your audience. There is great prestige attached to the world “creative.” Creative people apparently magic up ideas—wonderful solutions to the most complex problems.
DI: What are 5 of your favorite design items at home?
SAH : couch, mirror, sound system, paint and carpet
DI: Can you describe a day in your life?
SAH : I get up early in the morning and take a shower. I eat my breakfast then and revise my calendar. I reach my work at around 9 am and back around 7 pm. Then I take some light snacks and read till 9:00 pm and then spend some time using the computer and the Internet. I go to bed around 11 pm.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SAH : When you’re working on a project, brainstorming sessions allow you to get your thoughts down in a tangible form. Thumbnails are like icons for thoughts, visual markers that allow you to think through a design. But instead of having to draw out a full version and get lost in the details, you only have to jot down the thumbnail sketch to serve as a reminder of the original concept.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
SAH : Design is a great way to make a living. It can be fulfilling, helpful, and your work can have impact on people and culture. But it’s worth remembering it’s still just a job.
DI: What is your "golden rule" in design?
SAH : Creativity
DI: What skills are most important for a designer?
SAH : A varied selection of sources to conceive the final design
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
SAH : Music, Adobe Collection software and pencil
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
SAH : Priority first before starting the job
DI: How long does it take to design an object from beginning to end?
SAH : Depend on the project for example logo design may take one hour, but campaign could be for a month
DI: What is the most frequently asked question to you, as a designer?
SAH : Time frame
DI: What was your most important job experience?
SAH : Samsung Campaign, I have learned a lot of different cultures
DI: Who are some of your clients?
SAH : International Trade Center, UN, USAID, Hilton and more
DI: What type of design work do you enjoy the most and why?
SAH : Designing a campaign, I can make my own research during the time frame and know where i can prove my designs
DI: What are your future plans? What is next for you?
SAH : Open my own orgnization
DI: Do you work as a team, or do you develop your designs yourself?
SAH : By my self
DI: Do you have any works-in-progress being designed that you would like to talk about?
SAH : Not as this moment
DI: How can people contact you?
SAH : Mostly they Google me and reach me from my website or social media
DI: Any other things you would like to cover that have not been covered in these questions?
SAH : Not really, Thank you