We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative SATA Airlines ("SA").
The SATA Group comprises air transport companies whose decision centre is located in the city of Ponta Delgada, on the island of São Miguel, in the archipelago of Azores. The current SATA SGPS emerged from Sociedade de Estudos Aéreos Açorianos, a company founded in 1941. It was set up to develop scheduled flights between the island of São Miguel and the other islands of the Archipelago, and between the islands and mainland Portugal. After SATA SGPS was founded in late 2006, the SATA Group transformed its operating logic and internal organisation, in order to respond to new challenges. Today, the SATA Group comprises five companies: two airlines, two tour operators (in the USA and Canada) and a company that manages five of the nine airfields on the islands of the Azores. These five companies with distinct legal personalities are joined by the areas of Ground Handling and Maintenance and Engineering. The SATA Group today has more than 1200 employees working in the various departments at its administrative headquarters and its operating bases in Lisbon, Ponta Delgada and Funchal.
SATA Airlines Designs
We are pleased to share with you original and innovative design work by SATA Airlines.
Designer Interview of SATA Airlines:
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?
SA : I always wanted to be an engineer but i was wrong. After a great disappointment at the university, i discovered design, a non-scientifc and more creative way of facing my future life. And that decision proved to be right for the last 28 years.
DI: Can you tell us more about your company / design studio?
SA : My company has 8 years of activity as Ivity Brand Corp and stands as the most awarded in Portugal with the most relevant brand projects in its portfolio. However, our core team is a long term partnership from my previous design company, one that created a “school” and a design standard in Portugal since 1985.
DI: What is "design" for you?
SA : Design is mainly a way to add value to a product, company or service. It focus on the best side, takes out the most of advantages and builds an engaging story. Design is a way to boost economies, simplify our lives and provide pleasure, information and good navigation in the modern geography of brands.
DI: What kinds of works do you like designing most?
SA : Creating a new brand or adding a new life to an existing one. Using knowledge, experience and gut feeling, is quite fun (and extremely challenging) to shape a brand’s personality and life story that will define its values and strenghts for a future life.
DI: What is your most favorite design, could you please tell more about it?
SA : The new brand for Portugal’s flagship airline. After almost 10 years, it stands as fresh as before, a contemporary reflection of Portugal in all the major airports, and one of the best designed in terms of aesthetics and longevity.
DI: What was the first thing you designed for a company?
SA : I think it was an insurance brochure. I used a simple visual concept to illustrate a boring health insurance product. It worked very well-in terms of sales of course- and I was very happy and encouraged to repeat the simple method.
DI: What is your favorite material / platform / technology?
SA : Difficult to say, but i guess it must be the brain. We deliver solutions to different technologies and platforms, most of it will be developped by third parties. After brains, my favourite material are hands.
DI: When do you feel the most creative?
SA : When i have nothing to do (laughs). Ideas come easier with no stress, but unfortunately, this is a paradox. I force myself to be creative everytime i have a problem to solve.
DI: Which aspects of a design do you focus more during designing?
SA : The story behind the design, by far the most important aspect. Without a good idea, simple enough to be understood, no design process really begins.
DI: What kind of emotions do you feel when you design?
SA : I usually curse the deadlines. And sometimes i change it, if we really need it.
DI: What kind of emotions do you feel when your designs are realized?
SA : Of course is rewarding. It is the result of team work, a collective achievement, and that’s the best you can get.
DI: What makes a design successful?
SA : A brand story rich enough to provide directions to everyone who works on it, for a very long time.
DI: When judging a design as good or bad, which aspects do you consider first?
SA : 1- is this engaging? 2-Is this relevant? 3- Is this well performed like a good theater play?
DI: From your point of view, what are the responsibilities of a designer for society and environment?
SA : Deliver an honest output, don’t lie, don’t overestimate, be transparent, lucid and optimistic. Relating to the environment, don’t be cynical. Use paper if you have to, don’t be extreme about the digital world; human beings need things to see and touch. But be creative and use smart materials that could generate new ideas.
DI: How do you think the "design field" is evolving? What is the future of design?
SA : The future of design will always be the field of ideas. Designers with no ideas but only decorative skills will be a disposable commodity, abundant and with low value. Clients need ideas to generate more business, as simple as that. They don’t need fancy and subjective drawings.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SA : It was about a year ago, in Lisbon. We had hundreds of arty noses across an entire zone of the city, celebrating the Lisbon unique smell. It was a great urban Project involving street wall and traditional shops.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
SA : Inspiration comes from knowledge and information. You never create from nothing. We study and research a lot before starting to think.
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?
SA : I have no particular design style. My projects are for different clients and style will come from the story we will tell. I work with many people that have many personal styles. So every Project is like a casting process.
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?
SA : Portugal. When is relevant heritage should always be reflected on design. The past is a rich stream to feed ideas and perpetuate national equities in a contemporary approach.
DI: How do you work with companies?
SA : In a very intimate way. Strategic projects must be share with high level decisions as marketing directors and members of the board. We don’t design simple leaflets
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
SA : Corporate companies with one designer? That seems too restrictive unlesss to do daily design stuff. For serious design projects, an outside team will certainly pay off.
DI: Can you talk a little about your design process?
SA : Passion, commitment, hard work. Simple as that.
DI: What are 5 of your favorite design items at home?
SA : A piano, a vintage synthesizer, a buda wood head, a wood dining table (made myself) and a sofa.
DI: Can you describe a day in your life?
SA : Wake up. Half hour of music in my car, work, lots of laughing with my team, problem solving, problem solving, laughs, more problem solving, going home, half an hour of music, dinner, family, tv or a movie, study music, sleep for 6/7h.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SA : Be humble, you don’t know nothing. Talk less and hear more. Open your eyes to everything, think and be very critical. Don’t ask for more money if you have a chance to learn in a good design company. Never wait for a briefing, invent one and start working. Be fast, curious, friendly, happy person and never, but never, let anyone think you might be lazy.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
SA : A good designer has the power to build a part of a better, smarter and nicer world. A bad designer, the opposite.
DI: What is your "golden rule" in design?
SA : Every project must be condensed in one image and one headline. This will be the ADN and starting point for the story. It must be immediately understood.
DI: What skills are most important for a designer?
SA : I answered that in 25
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
SA : Brain, team, discussion, google, adobe illustrator, photoshop and cinema 4D, basically. More than enough.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
SA : Design is not a science, so it can’t be predictable. We try to manage timming due to costs, but usually that’s not enough. Our clients usually support us with an extra time. Sometimes we take an extra effort and work all night long to finish a presentation.
DI: How long does it take to design an object from beginning to end?
SA : Depends of the object (laugh) i think nowadays no one wants to take more than one month or two. You could always ask China to do it (more laughs).
DI: What is the most frequently asked question to you, as a designer?
SA : Usually comes from a friend : “ i need your help, you are a creative so it be so easy for you”. F... them. Being a designer is a paid profession, not a free blessing from the gods.
DI: What was your most important job experience?
SA : Building two great design companies, so far.
DI: Who are some of your clients?
SA : Fidelidade Seguros (insurance), Multicare ( health), EDP (energy), SONAE ( retail ) among many others.
DI: What type of design work do you enjoy the most and why?
SA : I believe i’ve answered that... creating or redifining a brand.
DI: What are your future plans? What is next for you?
SA : Keep working with my neurons. Design is an Alzheimer’s natural enemy.
DI: Do you work as a team, or do you develop your designs yourself?
SA : Team. Always teamwork. A single designer working alone can never be self sufficient for more demanding projects.
DI: Do you have any works-in-progress being designed that you would like to talk about?
SA : I can’t talk about it
DI: How can people contact you?
SA : paulo.rocha@ivity-corp.com
DI: Any other things you would like to cover that have not been covered in these questions?
SA : Yes. Clients should face the hard economic times as an opportunity to clean the house and invest for the future. They must trust more than ever in design for their brands.