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

Nick Pitscheider is an award-winning independent branding consultant and designer. After a First Class Honours Degree in Visual Communication in 1994, his career developed between London, Milan and Dubai, working for leading communication agencies and branding firms. He is author and coauthor of rebrandings for some of the most popular international brands in Italy. His book includes banking, furnishing, luxury goods, food, beverage and more. Expertise: Brand Creation, Branding Strategy, Corporate Design, Packaging Design, Type Design, Brand Advertising. He is Brand Manager at Cedea, Dolomites' Luxury Mineral Water and Associate Creative Director at Maggipinto Agency.

Nick Pitscheider Designs

We are pleased to share with you original and innovative design work by Nick Pitscheider.

Designer Interview of Nick Pitscheider:

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?

NP : Since high school I wanted to develop a career in communication and design. At that time I could not imagine what was the path coming, but definitely I had a strong interest in design, graphic design, communication and advertising.

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

NP : I've been working independently since year 2000. Freelancing for major advertising and design agencies at international level, with a number of different collaborations. Since 2010 I am also Associate Creative Director of Maggipinto Agency, which collaboration started years earlier. I specialised mainly in branding and corporate design, but my expertise covers consumer packaging, typography and advertising.

DI: What is "design" for you?

NP : Design is something very special. It's a discipline, it's a passion more than a job. It's something that can be done only believing in ideas and creativity. Design is the will to step beyond, to achieve more, aiming to reach higher.

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

NP : Brand Identity is what I really love and my starting point. Of course, everything else is connected very closely and the development of projects is often wide and deep, allowing to build brands in many different sides.

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

NP : Difficult question. The thing is that every single project is different form the others (even if within different brief there can be elements that seem similar). So, different projects are different developments and different executions. As a designer it's difficult to say which is my preference because the kind of love for every single project is something unique.

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

NP : Stationery.

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

NP : I love paper. Also, and I might be old fashioned but I'm proud to be like this, I love the physical sensation of paper and materials. The digital side of the world is deeply fascinating, but I love the pathos of physical touch.

DI: When do you feel the most creative?

NP : There is no rule for this. Any time, anywhere. After all, the brain never sleeps. The important thing is to have with me something that I can use to fix an idea, a concept. Paper and pencil, or phone or anything that can hold a sparkle until I can start working on it.

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

NP : Today the crucial factor is very often the challenge of facing competitors and other brands on the global market. Creativity first, always, but intelligence to make it worth. Always.

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

NP : Ideally fun and satisfaction, but designing is always a challenge, therefore sometimes there are conflicting emotions when a route feels like not a good one, or research for the big idea takes longer than expected.

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

NP : First of all pride, of course. But the best feeling is when the clients I did the design for, understand the magnitude: when they realise how good the project was done. A happy client is the greatest reward.

DI: What makes a design successful?

NP : It's capability to be understood by its target. A design difficult to understand cannot be a success.

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

NP : Honestly, when judging a design (an actual project on the market) I always think that such design is a mid point between the designer and the client he did it for. So, often I wonder what percentage of responsibility the designer actually had in a project not too brilliant, in case the client held him back too much.

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

NP : Great responsibility. On Culture, on Education, on Environment, also on Trends. Designers can help people understand that a better design is a better world, and we all need a better world.

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

NP : Well, it is definitely evolving! But the digital world could reveal total new scenarios and not what we expect. The physical relationship with the things that surround us need to evolve. The digital will support this but a designer needs to ride both sides. Collaborations and partnerships are becoming essential in order to be able to give 360 degrees service.

DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?

NP : I've never done an exhibition. So far, I never really considered making one.

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

NP : Everything is inspiration. Personally I love looking, feeling and touching physically rather that digitally, but, again, everything (and everyone) is inspiration.

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?

NP : I believe that if you can recognise a designers style in his different projects, then this means that such designer has tight limits. The best style you can have is to be so versatile and diverse, in order to be able to match different projects goals.

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?

NP : I mainly live in Milan. My origina home is on the Dolomite mountains and when I can I go up there to get fresh oxygen! I love Italy but i nay career I lived abroad for quite awhile. In London, in Dubai and also somewhere else. Generally, I really believe that my Italian culture is a factor that always made the difference.

DI: How do you work with companies?

NP : Very well. I enjoy meeting people from anywhere, I enjoyed working everywhere I've been.

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

NP : Companies often have policies that will influence a new designer. They should take advantage by the outsiders' view rather than educating them in a forced way.

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

NP : The design stats analysing. Not only listening to the clients but analysing what they say. In fact, it may happen that as branding consultant you need to make them understand that their brief contains points that need to be rediscussed. Creativity comes later.

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

NP : Poltrona Barcelona by Mies Van der Rohe, Audio video system by David Lewis, fridge fifties style by Smeg, furniture elements and table by Kartell, my collection of pens and pencils. And my hero, Wile E. Coyote, which I have in several puppets and toys.

DI: Can you describe a day in your life?

NP : Difficult. My days are normally different, and if I realise that they start to be too similar in a row, then I do something different to break the monotony, like working on personal projects overnight, or having lunch at 4pm... In my day, I hate things that keep being the same.

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

NP : Have fun, always!

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

NP : Sometimes can be very frustrating when clients seem not to appreciate all the efforts done. Another thing is when a client becomes a long-term one: in this case, you have to be more dynamic and more proactive in order to make it feel like a renewed client. That, after all, is very useful for them too, as they feel more dynamic too. Being a designer, often is very challenging.

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

NP : Golden rule? Work, enjoy, love, feel. Always. And put yourself in the shoes of the client and its customers.

DI: What skills are most important for a designer?

NP : Personally I love sketching. I believe that the artistic side is something that inspires the digital execution. Ok computers are our tools, but if ideas can take shape on a piece of paper through your hand, then you can catch the carpe diem. And have fun too!

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

NP : The usual Adobe, mainly the apps for printing. And all the usual stuff we all know. Good selection of international books and magazines, paper and pencil always on my desk and music, music, music, always.

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

NP : As many designers say, it's a shame there are only 24 hours a day.

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

NP : Not possible for me to answer such question. Some projects are quick to accomplish. Some are much more complex.

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

NP : "How did you think of this?"

DI: What was your most important job experience?

NP : Generally speaking, my seven years in London, UK.

DI: Who are some of your clients?

NP : In portfolio, mix of past and present: Gazzetta dell Sport, AC Milan, UBI Banca, Barclays, Credito Valtellinese, SKY tv, Ferrarelle, Marchesi de' Frescobaldi, Diageo, Pasta Felicia, Unilever, Natuzzi, Primadonna Collection, Globo giocattoli, F**K, Assicurazioni Generali, Warner Brothers...

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

NP : Brand development: the core. Then, everything else around it.

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

NP : Next project coming is the next thing for me.

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

NP : As Associate Creative Director of Maggipinto Agency I work in a team, but when I am called as independent Branding Consultant I manage other tasks differently, based on the projects needs.

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

NP : Cannot do this. Work in progress is reserved.

DI: How can people contact you?

NP : On my website there is all my info.www.pitscheider.net

DI: Any other things you would like to cover that have not been covered in these questions?

NP : No... Too many questions! :-)