We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Keitaro Sugihara ("KS").
Keitaro Sugihara is a multidisciplinary artist and designer based in Tokyo. His playful style incorporates hand-cut collage and recycled materials. From picture books to hospital waiting rooms, he aims to evoke joy and whimsy in his work throughout various mediums. He partners with clients big and small to tell their stories. His work has been recognized by the Bologna Children's Book Fair (Italy) and Kids Design Award (Japan).
Keitaro Sugihara Designs
We are pleased to share with you original and innovative design work by Keitaro Sugihara.
Keitaro Sugihara Design - Who's That Eating Pop Up Picture Book
Designer Interview of Keitaro Sugihara:
DI: What was the first thing you designed for a company?
KS : When I was living in Toronto, I designed a magazine for local Japanese people.
DI: What is your favorite material / platform / technology?
KS : I like to switch between materials like paper collage and working on the computer. Frequent change of art mediums and tasks is what keeps it interesting for me.
DI: When do you feel the most creative?
KS : To be honest, it is probably after I had some beer.
DI: Which aspects of a design do you focus more during designing?
KS : When working on a design, I focus on making sure all graphic elements are working well together in telling the story of the product.
DI: What makes a design successful?
KS : Technique is important, but I think it is impossible to design something exceptional without genuine passion and interest for the work you're doing.
DI: When judging a design as good or bad, which aspects do you consider first?
KS : I think a quickly and intuitively understandable message is what makes a design good.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
KS : Last time my works were exhibited in 2020 in Tokyo. Next exhibition is planned to be in Nagano in 2022.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
KS : My 5 year old son is currently the biggest source of inspiration and emotions for me. Watching him learn and have fun by trying new things in a way that as an adult I would never consider trying is amazing and brings me joy and energy to create my works.
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?
KS : I like leaving some room for random chance to add a touch to my design and illustration works rather than pursuing line and form perfection. I combine hand-drawn illustrations, calligraphy, collage and digital medium, and I like to allow each project to grow naturally over time, adjusting it with each variation and client's response. I'd say my approach is a bit lazy, as I like to use recycled materials that I find occasionally or someone gives me.
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?
KS : In Japan, we have a saying "God is in the details", and we generally approach life with great attention to the smallest things. I believe this mentality is part of me too, which is helpful in design work.
DI: Can you talk a little about your design process?
KS : Generally I follow this framework: research, sketch, conceptualize, explore possibilities, and decision. I make sure to discuss each step with my clients and publishers.
DI: What are 5 of your favorite design items at home?
KS : Iphone, soda maker, Sori Yanagi kitchen knife, a chair that I got as a gift from my friend, and all the plants we have at home.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
KS : For me, creative work is extremely fun and rewarding. The biggest downside is the constant sitting, which is bad for the back.
DI: What is your "golden rule" in design?
KS : Considering lots of possibilities and creating as much variations as possible would be my golden rule. It's important for me to take the time to explore the idea, rather than quickly deciding on one path.
DI: What skills are most important for a designer?
KS : Communication and understanding of people is something you need both when you are working on a design alone telling a product's story, when you are brainstorming in a team to find the best solution, and when interacting with a client.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
KS : I use Adobe software on my iMac, and for creating collage illustrations I use acrylic paint and precision knife. My collection of graphic design and illustration books also helps a lot with finding inspiration.
DI: How long does it take to design an object from beginning to end?
KS : It can take anywhere from one week to half a year or more, depending on the project. Recently I've been involved with a project which will take about 3 years to complete.
DI: What is the most frequently asked question to you, as a designer?
KS : Most commonly I get asked about the methods and tools I use to create my works.
DI: What was your most important job experience?
KS : After trying a lot of jobs and failing a bunch of times, I learned to enjoy life in any situation.
DI: What are your future plans? What is next for you?
KS : I want to establish my own publishing company someday to publish books that I like. Also, living in Europe would be nice.
DI: Do you work as a team, or do you develop your designs yourself?
KS : I believe working in a team and having access to different opinions is the best way to go.
DI: Do you have any works-in-progress being designed that you would like to talk about?
KS : Currently I am working on the second book of the "Who's that Eating?" series.