We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Siri Lindskrog ("SL").

Siri Lindskrog is a Danish Graphic Designer / Dancer / Choreographer based in NYC. She is Co-Founder of the design studio jetzt-immer as well as the dance company Grounded View. As a graphic designer she works mainly in the fields of art and culture and is highly involved as a designer in the dance scene of Copenhagen and New York, where she has worked with several dance festivals, dance events and dance companies.

Siri Lindskrog Designs

We are pleased to share with you original and innovative design work by Siri Lindskrog.

Designer Interview of Siri Lindskrog:

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?

SL : When i was a kid i always did best in classes, where there wasn't just one answer to the question... Like literature, socialstudies, art class and psychology... I didn't exactly know that i was going to be a designer, but i knew i wanted to work in a field where you have to solve open-ended problems...

DI: Can you tell us more about your company / design studio?

SL : Jetzt-immer is a love project between me and Amanda-Li Kollberg, a talented designer based in Copenhagen but spending much of her time in Berlin as well. I am living in New York, so most of our collaboration happens over Skype from cafés, airports, dance studios, etc. We are going to settle down in the same city at one point but for now we cherish the freedom and adventure that comes with this way of running things...

DI: What is "design" for you?

SL : The best and the worst. When i start a new project im always in this weird state between pain and fun.... This is when i am searching for my answer to the brief... At some point i get a break through and this is the best thing... From there it's just work....

DI: What kinds of works do you like designing most?

SL : I like doing visual identity because it's like building a whole character around a brand... It allows me to be very holistic in my solution.

DI: What is your most favorite design, could you please tell more about it?

SL : Actually a client of mine told me the other day: "I don't do favorites". Her reasoning behind it is very inspiring. It doesn't really make sense to talk about favorite, because different designs that i love, make me excited in each their way. You can't necessarily compare them... They both deserve to be here.... So.... I dont do favorites...

DI: What was the first thing you designed for a company?

SL : I think it might have been a logo for my friends acting group....

DI: What is your favorite material / platform / technology?

SL : Print and paper.

DI: When do you feel the most creative?

SL : When i am around other people who are creative. I am quit sensitive to other peoples energy, so if i have the right people around me, i feel like i can really feed off of that...

DI: Which aspects of a design do you focus more during designing?

SL : Concept and aesthetics. I really push to keep a high aesthetic level in my work, but if there is no concept it doesn't excite me...

DI: What kind of emotions do you feel when you design?

SL : Wow so many.... Just like in life... Happiness, fun, satisfaction in one moment and frustration, self doubt, confusion in the next... It's never easy... In most projects i get to a point where i am asking myself why am i even doing this? But most of the times its always worth it in the end...

DI: What kind of emotions do you feel when your designs are realized?

SL : Relieved and happy. But also starting to look for the small things that could have been done better... I am extremely self critical, but i guess that's also what makes me constantly improve.

DI: What makes a design successful?

SL : If it shows that it knows the rules, but doesn't follow them all the way. There needs to be some risk taking, based on solid design experience and understanding.

DI: When judging a design as good or bad, which aspects do you consider first?

SL : If it has a strong concept, if it communicates the intention, if it's aesthetically interesting, if it brings anything new to the table.

DI: From your point of view, what are the responsibilities of a designer for society and environment?

SL : I am often discussing this with other designers, and we all seem to be highly confused on this matter. I think today there are so many types of designers and many of them are multidisciplinary creatives. I think it's a very individual question that every design should ask themselves.

DI: How do you think the "design field" is evolving? What is the future of design?

SL : As i wrote the bounderies of design becomes more and more blurry. I think succesful design is more and more about collaboration and holistic problem solving.

DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?

SL : Just about anything. I think i see the world through a design filter. Everything i see goes through that filter and when im in a design proces i feel like most things i see is related to that project..

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?

SL : Minimalistic, typographic, danish. I mostly like to cut down to what is actually serving a purpose in the design. I prefer playing with few strong elements instead of having too many semi strong elements screaming for attention.

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?

SL : I am from Denmark but i live in New York. I think i am very influenced by Danish design tradition. I think the strength of Danish design is being minimal, sophisticated, clear. I dont know if i can point out any cons, but i know that any other country have other traditions with other strengths that we could also learn from.

DI: How do you work with companies?

SL : I feel like i often times build a quit personal relation to my clients, which makes it more inspiring for me, and it helps me understand their needs.

DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?

SL : I think it's important to look at the designers previous work and decide if you would like something in a similar style. I may be a good designer for someone, but not the right designer for someone else.

DI: Can you talk a little about your design process?

SL : I always start collecting material. I make quick sketches find inspiration pictures etc. I cant work with a blank artboard, so i always try to fill something just to get started.

DI: What are 5 of your favorite design items at home?

SL : My plants, are they a design item? I guess they are designed by mother earth, and i feel like no human designer could have done better... My cloth, i like cloth even though i have a pretty humble style, its something that is so close to me and always with me. My plates, they are very random and coming from different places and times, but i like that they have a story.

DI: Can you describe a day in your life?

SL : I usually go back and forth between design work and dance rehearsals. My days are really long. I start at 9 and usually ends between 10 and 12 at night.

DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?

SL : Dont be scared of mistakes.. They are old to your improvement.

DI: From your perspective, what would you say are some positives and negatives of being a designer?

SL : Its fun and exciting. But also very demanding emotionally.

DI: What is your "golden rule" in design?

SL : I always want to do better each time.

DI: What skills are most important for a designer?

SL : uh... many... They need to have technical skills, creative skills, communicative skills, visual skills, business skills, organising skills...

DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?

SL : I mostly use adobe Indesign, Illustrator, Photoshop. I collect a lot of my inspiration and visual research on pinterest. Skype to collaborate with my partner. Notebook.

DI: Designing can sometimes be a really time consuming task, how do you manage your time?

SL : I am not a big planner, but i feel more productive if i start my morning writing down what tasks i want to finish during the day.

DI: How long does it take to design an object from beginning to end?

SL : I really can't give a general answer to that. Some projects are in proces for a year, others are being done in a week.

DI: What is the most frequently asked question to you, as a designer?

SL : So what does a graphic designer do? Logos?

DI: What was your most important job experience?

SL : It's hard to say one, mostly every project gave me important experiences in each their way.

DI: Who are some of your clients?

SL : Insitu Site-Specific Dance Festival, Komfo, Clash CPH Urban Dance Festival, Antalis, Detour Urban Dance Festival, Soph Jewels, European Glass Context, Kinematik Dance Theater and many more.

DI: What type of design work do you enjoy the most and why?

SL : I mostly enjoy working with clients who offer a product / service which i think actually makes a positive impact on the world. That is a very important factor for my motivation.

DI: What are your future plans? What is next for you?

SL : In the future i would love to settle down in the same city as my design partner and create a "home" for our design work.

DI: Do you work as a team, or do you develop your designs yourself?

SL : Both. Some projects i solve with my partner and others i take on alone.

DI: Do you have any works-in-progress being designed that you would like to talk about?

SL : I am currently working on some print design for Detour Urban Dance Festival in Copenhagen as well as design a printed walking map over Long Island City in New York.

DI: How can people contact you?

SL : On email: s@jetzt-immer.com