We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Yuri Miranda de Araujo Cabral de Matos ("YMDACDM").
Brazilian advertising professional born and raised in São Paulo, passionate about branding, design and content. Since an early age, he have always been fascinated by symbols, logos and typography. Also has a deep belief that practicing any profession requires respect for it, so he always give his best, regardless of the size of the project. Yuri has an easyness in translate concepts and values into shapes and graphics. He believes that good design is fundamental in clear communication, and has to be committed to the values and goals of a company. Whenever possible, take this to companies and projects that do not have the condition to pay for a job of excellence in design. Looking at their works, especially those of brand design, we will see the search for simplicity, conciseness and elegance. Being an Art Director, gives him a more advertising feature to its works, which confers an interesting mix in well-constructed design and brand positioning and storytelling.
Yuri Miranda de Araujo Cabral de Matos Designs
We are pleased to share with you original and innovative design work by Yuri Miranda de Araujo Cabral de Matos.
Designer Interview of Yuri Miranda de Araujo Cabral de Matos:
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?
YMDACDM : Actually, I'm an advertiser. I was always fascinated by the visuals, the graphics, and imagined that as an art director I would be very close to making creative advertisements and acting directly with the aesthetic part. But along my way I realized that this was not really where I had my greatest pleasure but rather in graphic design, especially in visual identities.
DI: Can you tell us more about your company / design studio?
YMDACDM : Today I work in an advertising agency, but in 2017/2018 I along with a partner founded Soul Marcas & Conteúdo here in São Paulo, we worked directly with branding and content, our main passions.
DI: What is "design" for you?
YMDACDM : Design is purpose. Design is the bridge between the human and the material. It attributes characteristics to things that we can identify ourselves, it makes everything more palatable and useful.
DI: What kinds of works do you like designing most?
YMDACDM : Without doubt, visual identities. But I also like book covers, music albums and so on.
DI: What is your most favorite design, could you please tell more about it?
YMDACDM : At the moment is the brand project for Empório Pascoto, a sales network of natural products here in Brazil. In it, I was really satisfied with the quality and the way we translate the essence of the business into the whole visual identity.
DI: What was the first thing you designed for a company?
YMDACDM : I think it was a table for the 2006 World Cup.
DI: What is your favorite material / platform / technology?
YMDACDM : Pencil and paper, complemented by Adobe applications.
DI: When do you feel the most creative?
YMDACDM : That depends a lot. To be creative, you must have gone through a few steps before, such as having a good understanding of the briefing, collect many references and be able to enter into a state of total focus. That way the creative process flows naturally. So I think it's more of a question of how than when.
DI: Which aspects of a design do you focus more during designing?
YMDACDM : I really spend time collecting information and references, then after I spend more time refining the design.
DI: What kind of emotions do you feel when you design?
YMDACDM : In most cases pure joy, a state of grace to be able to do what you really like. But sometimes a little frustration when we can not transport what's in our head to the paper/computer.
DI: What kind of emotions do you feel when your designs are realized?
YMDACDM : Pride and sense of duty fulfilled.
DI: What makes a design successful?
YMDACDM : When it pleases the client and the creator, without forgetting it's purpose.
DI: When judging a design as good or bad, which aspects do you consider first?
YMDACDM : Context, aesthetic refining and project objective.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
YMDACDM : We have a responsibility to make the world more beautiful, functional and friendly to everyone. Design is in everything.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
YMDACDM : This is my first one!
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
YMDACDM : As a designer I try to keep up to date to the trends. Inspiration can come from a walk in the city or during sleep. I am fascinated by signs, facades and logos, so I am always observing this kind of thing. Movies are also something that inspires me.
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?
YMDACDM : I try to keep it simple as possible. At the beginning of my career I tended to always add things beyond what is necessary to the projects, today I can perceive the value of simplicity, that of course, without being crude. I would say I have a clean style.
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?
YMDACDM : I live in São Paulo, Brazil. It is clear that the cultural influence of the city and my country influences my creations and I am grateful to live in a cosmopolitan place with a lot of creativity and competence recognized worldwide. I can not see something bad about it.
DI: How do you work with companies?
YMDACDM : I try to be as close as possible by maintaining direct contact with people who know what needs to be done. I think at first dealing with few people is better than many opining in the early stages of the project.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
YMDACDM : Try to find people who are aligned to the values of the company and who have the style of work they are looking for.
DI: Can you talk a little about your design process?
YMDACDM : Understanding of the briefing, search of references, selection of references that can guide the project, design of the project and refinement.
DI: What are 5 of your favorite design items at home?
YMDACDM : A poster of Hitchcock’s movie Vertigo designed by the great Saul Bass. My car, a 2011 Honda Civic, yeah I consider that a great design. The Godfather 40th Anniversary Collection Blu-ray Kit Nespresso Inissia Machine Bialetti Moka Express
DI: Can you describe a day in your life?
YMDACDM : I woke up, stay in bed for ten minutes visualizing my daily goals. Have a shower and drive to my work. I take 20 to 30 minutes to research some references and see new things related to design and advertising and then I start working on my latest project.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
YMDACDM : This is an interesting question. I see many beginners designers / art directors doing projects and justifying their choices with an excuse like "this is new" when they do not know why they did that project that way. I strongly believe in the phrase: To break the rules it is necessary to master them before. Just look at Picasso, Mondrian ... they could paint anything, any style and after mastering their profession subverted the rules and created unique styles. I'm not saying that everyone has the talent of these people, but knowing your craft is fundamental to developing and creating a greater connection with your profession.
DI: What skills are most important for a designer?
YMDACDM : Passion for the new, will to always learn and wisdom to know which battles to fight.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
YMDACDM : The basics: paper and pencil. Software: Photoshop, Illustrator, In Design, Adobe Xd, Premiere Hardware: A good Mac or Pc and a Wacom Tablet.
DI: What type of design work do you enjoy the most and why?
YMDACDM : Graphic Design.
DI: What are your future plans? What is next for you?
YMDACDM : I want to re-engage, to associate with people who have an affinity with my values and carry out large branding projects around the world. I want to be able to go out on the street and say, that was made by me and my team.
DI: Do you work as a team, or do you develop your designs yourself?
YMDACDM : At the moment just me. But I intend to restart my agency.
DI: Do you have any works-in-progress being designed that you would like to talk about?
YMDACDM : For the last few months I had the opportunity to design some sauce packages for a company, I will be posting them online soon. That’s all can say for now.
DI: How can people contact you?
YMDACDM : You can find me at Linkedin, just search for Yuri Miranda (head of art) at Behance, my portfolio: https://www.behance.net/Redknap and by my personal email: yuri_miranda@uol.com.br
DI: Any other things you would like to cover that have not been covered in these questions?
YMDACDM : No, thank you.