We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Giuditta Gentile ("GG").
Giuditta is an art director and a teacher. After working for other companies in 2009 she set up her own studio in Florence called Frush. Her design approach is passionate, open to contamination between disciplines (even the most apparently distant one) and led by sustainability. Her design mentor is the british designer Sophie Thomas of Thomas.Matthews communication design studio. Environmental graphics and wayfinding for exhibitions and events, publishing and packaging are the fields in which she has the most experience.
Giuditta Gentile Designs
We are pleased to share with you original and innovative design work by Giuditta Gentile.
Giuditta Gentile Design - Fondazione Alinari Brand Identity
Designer Interview of Giuditta Gentile:
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?
GG : I've studied Communication Design at Politecnico di Milano. I realised I wanted to be a designer after high school.
DI: Can you tell us more about your company / design studio?
GG : Frush is an Italian visual and communication design studio. Frush has a double meaning: in Italian it's an invented onomatopoeic word for paper sound, in English it's to break into several pieces. These two meanings represent also, in this order, the evolution of our studio: from the paper, as the element where all got started, to the breaking of design rules of the sustainable design. We design global communication strategies: brand advisoring, print, packaging, advertising, illustration, photography, web and multimedia design. Our objectives are good design and sustainability.
DI: What is "design" for you?
GG : We set up a new complex and comprehensive design approach, life-cycle design, open to the interaction of other professionists (eg. philosophers, musicians, scientists, teachers).we set up a new complex and comprehensive design approach, life-cycle design, open to the interaction of other professionists (eg. philosophers, musicians, scientists, teachers).
DI: What kinds of works do you like designing most?
GG : I like to design for museums, print design and brand design most.
DI: What is your most favorite design, could you please tell more about it?
GG : Do you mean between my projects? Fondazione Alinari's project is the one I like most because of the theme.
DI: What was the first thing you designed for a company?
GG : Usually the logo.
DI: What is your favorite material / platform / technology?
GG : I like to design both for print and for digital.
DI: When do you feel the most creative?
GG : In a team of designer.
DI: Which aspects of a design do you focus more during designing?
GG : All aspects are important. Attention to details make the differences.
DI: What kind of emotions do you feel when you design?
GG : It's my world so I feel good and comfy.
DI: What kind of emotions do you feel when your designs are realized?
GG : It's a real satisfaction, especially big graphics.
DI: What makes a design successful?
GG : If it's well designed it is useful and it works.
DI: When judging a design as good or bad, which aspects do you consider first?
GG : The overall impact, then details, proportions, colours, etc.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
GG : As I told above Frush is well-aware of this responsibility and avoids considering it as a marketing opportunity connected to a fad. We believe in this challenge for the future, in our private life as in our work.
DI: How do you think the "design field" is evolving? What is the future of design?
GG : Design is always evolving. I don't know, but we for sure have to think of our planet first.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
GG : I design for exhibition, for other. In December 2 art exhibition are in program.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
GG : Curiosity is the key. Every thing can be inspiring: books, nature, art, music, etc.
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?
GG : I don't have a style, because it is connected to the client, or the brand. Our approach is a life-cycle design.
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?
GG : I leave in Florence, Italy. Of course the cultural heritage is heavy. We have a lot of art and history and we could not ignore it. I think that there is a lack of design culture in our country, especially communication design.
DI: How do you work with companies?
GG : I don't undestand the question.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
GG : Philosophy compatibility is very important.
DI: Can you talk a little about your design process?
GG : Brief, starting thinking about the concept, first release, check with client, corrections, finalising the proposal, final release is the typical iter.
DI: What are 5 of your favorite design items at home?
GG : my moka, Folio lamp by Castiglioni, a Valentine vintage typewriter, Sacco armchair, i Componibili Kartell.
DI: Can you describe a day in your life?
GG : wake up, yoga, breakfast, bike to work, 4 hours design, pause for lunch, 4 hours design, back home, cooking and eating dinner, film, bed.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
GG : “Design is thinking made visual.” –Saul Bass
DI: From your perspective, what would you say are some positives and negatives of being a designer?
GG : Positive is that we love our work, negative sometimes are clients and sometimes salary.
DI: What is your "golden rule" in design?
GG : “Simplicity is the ultimate sophistication.” –Leonardo da Vinci
DI: What skills are most important for a designer?
GG : flexibility, curiosity, precision, open-mind, general culture
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
GG : I use Adobe creative suite and my sketch book.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
GG : Programming the various task and sharing with collaborators.
DI: How long does it take to design an object from beginning to end?
GG : It depends, from 3-4 days to months.
DI: What is the most frequently asked question to you, as a designer?
GG : I don't know. I don't have one.
DI: What was your most important job experience?
GG : Designing the signage for a Museum.
DI: Who are some of your clients?
GG : Municipality and institutional clients, Museums, Art galleries.
DI: What type of design work do you enjoy the most and why?
GG : Brand design and signage sistems.
DI: What are your future plans? What is next for you?
GG : I'm starting a big project for Italian language museum in Florence.
DI: Do you work as a team, or do you develop your designs yourself?
GG : As a Team
DI: Do you have any works-in-progress being designed that you would like to talk about?
GG : I've just started this project about Italian language museum in Florence. We are designing the logo.
DI: How can people contact you?
GG : by mail: giuditta@frush.it and visit the website frush.it
DI: Any other things you would like to cover that have not been covered in these questions?
GG : no thanks