We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Alain Aebersold ("AA").
Alain Aebersold grew up in the canton of Berne in Switzerland. After high school he attended the School of Design in Biel and graduated at the Department of graphics. After several years as a graphic designer in studios and advertising agencies in Bern, Zurich and Berlin, he decided to finish his studies with a Masters degree in Communication Design. He graduate, with a thesis about the integration of letters in timebased media. He is currently working and living in Zurich
Alain Aebersold Designs
We are pleased to share with you original and innovative design work by Alain Aebersold.
Designer Interview of Alain Aebersold:
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?
AA : Since I was a kid, I always wanted to draw, paint and working three-dimensional. In high school I was able to visit the main topic visual arts. Afterwards I had the possibility to visit the graphic design class at the School of Design in Biel. I always wanted to work in a creative way and for me graphic design is a great way to work in this field.
DI: Can you tell us more about your company / design studio?
AA : Currently I work part time as a art director in a agency. There we work for national and international clients. in addition, I realize smaller, personal projects.
DI: What is "design" for you?
AA : Design is a vehicle to transport ideas, values and functions. It should not exist for an end in itself. It should serve a purpose.
DI: What kinds of works do you like designing most?
AA : I love projects where I can interpret something abstract visually. For example, give a face to a music album.
DI: What is your most favorite design, could you please tell more about it?
AA : My most favorite design in probably my last album cover design. I always loved to create surreal landscapes. And here I could use them to transport my visual idea of a sound.
DI: What was the first thing you designed for a company?
AA : I don't really remember. But one of my first tasks I remember was the redesign of the Corporate Design of a hair stylist.
DI: What is your favorite material / platform / technology?
AA : I love to switch between different media. 2D and 3D, analog and digital.
DI: When do you feel the most creative?
AA : When I am relaxed and in pure with me.
DI: Which aspects of a design do you focus more during designing?
AA : I think it's important that there is a personal challenge. No project should feel the same.
DI: What kind of emotions do you feel when you design?
AA : In the beginning, it's often a lot of frustration: Not finding the right idea or not reaching the visual style i was hoping for. But then, when I find my way and find a solution, I often get enthusiastic and can't stop thinking on further possibilities.
DI: What kind of emotions do you feel when your designs are realized?
AA : I have to get a pause. I really get annoyed of my own design and then I have to lock it away for several months. Then I can watch it again and usually enjoy my performance again.
DI: What makes a design successful?
AA : When people have to look at it, when it transmits something that produces an effect.
DI: When judging a design as good or bad, which aspects do you consider first?
AA : The most important point is probably whether it has something unique. And whether the chosen design makes sense in context.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
AA : The responsibility of a designer is no greater than that of any other human. Be nice, be responsible, no matter what job you do.
DI: How do you think the "design field" is evolving? What is the future of design?
AA : There are many new technologies in the starting blocks. How the design will change, will show through these technologies.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
AA : I have never had an exhibition for myself alone. And currently nothing is planned.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
AA : The biggest inspiration is maybe my childhood. I played a lot in the near forest. I there was a lot of space for imagination. Now, I also love fantasy, sience fiction, comics, art and design. With the internet it's so easy to get a lot of inspiration in short time. But I think it's still the inner child which is the biggest source.
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?
AA : I would describe it as organic swiss graphic design. I prefer organic forms over geometrical ones. And I prefer to look at them. But the typo elements have to be cleaned up.
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?
AA : I live in Zurich, Switzerland. And we have this big heritage of the famous swiss graphic design. There are a lot of good graphic designers. And I also love the typical swiss graphic style. But I feel my own work going in another, more organic, direction.
DI: How do you work with companies?
AA : Professional. With a clear process and timing.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
AA : Ask the designer, how he sees the process. If he has no idea and just want's to do pretty stuff, look for someone else.
DI: Can you talk a little about your design process?
AA : First I always start with a visual and thematic research. I try to find my inspirations in a wide field. I do little, quick sketches to note my ideas. Afterwards I start with mood designs. Designs that are not necessarily purposeful, but display possible directions. I try to do a lot of them to have a wide variety of possibilities. Also to find the right style for the design. And then I start designing in a more concrete way and thinking in a bigger context.
DI: What are 5 of your favorite design items at home?
AA : My notes, my sketchbook, my pens, my computer and my programs.
DI: Can you describe a day in your life?
AA : I start the day with a coffee at home. Then I walk about 20 Minutes to the office. This time aI need for myself, to plan the tasks and to structure the day. the morning I do rather top-heavy work. After lunch is a great time for research. And in the later afternoon and early evening I do more creative work. In the evening I like to go for a drink with friends, at home I love to cook something with my lovely girlfriend.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
AA : Never be arrogant. Be always ready to learn something. Never see yourself as completed.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
AA : The positive thing is that you can practice your passion professionally. But that's also the negative part. Work is never over.
DI: What is your "golden rule" in design?
AA : Try always something new. Even if it is only partial.
DI: What skills are most important for a designer?
AA : To be open minded and able to learn new stuff.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
AA : I work with Adobe Creative Suite for Layouts, logos and image editing. I'm now learning Sketch for bigger websites and Axure for wireframing. And I always try to get better with 3D programs.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
AA : I always try to get some free time in the evening and at the weekends. I need recovery time to stay awake and inspired.
DI: How long does it take to design an object from beginning to end?
AA : It really depends on the project.
DI: What is the most frequently asked question to you, as a designer?
AA : "Can't I do that by myself?"
DI: What was your most important job experience?
AA : Maybe my first big website. It was a hard time, but I learned a lot about timing and process.
DI: Who are some of your clients?
AA : My personal clients are bands like "Death by Chocolate" or "Tawara", or the theater group "Ressort K". In the agencies I worked and work for clients like SBB, Post, Franke, Allianz, Swiss, Public Eye, Amnesty International, SolidarMed and a lot more.
DI: What type of design work do you enjoy the most and why?
AA : I like experimental work a lot. Experiments are good way to find new solutions.
DI: What are your future plans? What is next for you?
AA : Currently I work as a art director in a agency. And there are a lot of projects around.
DI: Do you work as a team, or do you develop your designs yourself?
AA : In the agency I work in a team. With my own projects I work often alone or with people I like.
DI: Do you have any works-in-progress being designed that you would like to talk about?
AA : It's all secret.
DI: How can people contact you?
AA : Through my website: alainaebersold.ch, or through behance.com/alainaebersold
DI: Any other things you would like to cover that have not been covered in these questions?
AA : Nope. All fine