We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Laura Ferrario ("LF").
She deal with Visual Design with the sole objective of making every single project to measure and always placing her customer in the center to convey her message to the target audience in the most direct and immediate way. The phrase that best describes her philosophy is: for all those companies that want to move at the pace of the world, but catch the glance of those who observe them. Reaching this goal is not easy, due to the amount of visual input that everyday life exposes us to; this is why we need to make ourselves as recognizable as possible, and capture our viewers’ attention with few, but well-defined messages. Creativity thus becomes the most important means to convey the visual message, by attracting the attention of its viewers, even if just for a second. In brief: being memorable! In a world in which everyone races each other to get ahead, it is crucial to understand how people observe things and how important it is to offer clear and visually impactful communication. This is the winning approach, which she had implemented over time for the most diverse customers, and which has allowed me to maintain that openness of mind and that creative freshness necessary to guarantee surprising and unpredictable solutions. Because working in different fields every day means having only one specialization – Quality.
Laura Ferrario Designs
We are pleased to share with you original and innovative design work by Laura Ferrario.
Laura Ferrario Design - WeAre4810 Brand Indentity
Laura Ferrario Design - Il Mosnel QdE 2012 Sparkling Wine Label and Pack
Laura Ferrario Design - DuePiuTre – Piu che Hamburger Visual Identity
Laura Ferrario Design - Fattoria il Gambero Visual Identity
Laura Ferrario Design - Le Coffret - Chambres D'Hôtes Visual Identity
Designer Interview of Laura Ferrario:
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?
LF : In fifth grade I won a competition for the Duomo in Milan: we were asked to reproduce some part of the Duomo and I chose to reproduce one of the windows in glass. My project won the competition and that’s when I knew my future destiny.
DI: Can you tell us more about your company / design studio?
LF : My studio specializes in visual communication consultancy for companies and in this we assist the customer at 360: logo design, corporate identity, catalogs, brochures, layouts, packaging and web design. I’ve been working as a Graphic Designer for over 20 years, aiming to face every single project by asking: who is the message to be communicated aimed at and how can I reach the end user in the simplest and most immediate way. In fact, the phrase that represents me is: "For all companies who want to keep up with the pace of the world, but attract the gaze of those watching". To achieve this in a society full of visual inputs, it is necessary to strike immediately to be recognized with a few well-directed messages. Creativity is being able to attract attention through the visual message and make people stop, even just for a moment. It’s being remembered!
DI: What is "design" for you?
LF : Design is simplicity: being able to express everything with just a few elements.
DI: What kinds of works do you like designing most?
LF : Anything where I can express my creativity freely without too many limitations.
DI: What was the first thing you designed for a company?
LF : The logo for my uncle’s company of Helipads.
DI: When do you feel the most creative?
LF : When I am alone in my office.
DI: What makes a design successful?
LF : Simplicity, which is often a synonym of genius.
DI: When judging a design as good or bad, which aspects do you consider first?
LF : Whether it has a good mix of creativity, functionality and simplicity.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
LF : From everything that was made in the past. Art, design and traveling Internet, museums, books
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?
LF : In a world where everyone is racing to go faster it’s important to understand how things are being observed and the importance of providing a clear communication and a strong visual impact. This is the winning approach I have adopted over the years for the most diverse clients, who have enabled me to maintain an open mind and that creative freshness needed to guarantee solutions that are never obvious or predictable. Because working every day in different fields means having one single specialization: that of quality.
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?
LF : I live in Milan, in Italy, the capital of Fashion and design. I consider my country an infinite source of cultural wealth and I think that our style and elegance is recognized all over the world. Unfortunately, however, many Italian companies do not consider investments in visual communication essential.
DI: How do you work with companies?
LF : I have always worked with the end customer and I prefer medium sized companies where the contact with the management is direct. I think I have a certain sensitivity to quickly understand what the client wants and/or what would be good for him.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
LF : Evaluating the designs of the designer, talking to him/her and not leaving the final choice to a mere tender, a design cannot be evaluated only based on its costs
DI: What skills are most important for a designer?
LF : Combining creatività with technical aspects to provide a functional but impactful product.
DI: What was your most important job experience?
LF : All of them in their own way have always taught me something that allowed me to grow!
DI: Who are some of your clients?
LF : Wine farms, jewelers, paper factories, packaging manufacturers, B&Bs, natural hair products, shoe store chains, spatial engineering, etc.
DI: What type of design work do you enjoy the most and why?
LF : I am not specialized in one particular field. I like to explore different and new fields because they give me new stimuli.
DI: How can people contact you?
LF : laura@ferrariodesign.it Tel +39.02.8322303