We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Verónica Vicente Ruiz ("VVR").
Verónica Vicente Ruiz is a graphic designer specialized in the food industry, specifically in rebranding and packaging. She mentors professional graphic designers and is an associate professor at Cesine University Center. She graduated in BB.AA. from the University of the Basque Country and with a master's degree in MBA & specialization in marketing. Winner of a bronze PENTAWARDS, International Packaging Design Award in the category of sustainable food packaging, winner of an ANUARIA National Design Award, selection for best product logo, and winner of three ARCAPACK National Packaging Design Awards, two selections better food packaging and better "ecofriendly" packaging, reduction of materials, recyclable, sustainable production, respect for the environment. Art director and founder of Veralidad studio, before creating her own studio, Verónica was co-founder of Que tono de verde. Verónica is responsible and professional. Very organized and practical. Loyal to my clients. She is very optimistic and that makes her see the good things in others, but at the same time she is realistic, she does not see unicorns or everything in pink. She never lies, she believes that lying discredits whoever does it. Verónica is an affectionate and empathetic person, for whom it is very easy to put myself in the shoes of others. She has so many ideas, her mind is constantly flowing. Until recently she thought that she was not very creative, but it is not true, she is very creative, she uses creative thinking in her day to day and has a creative personality that makes it easy for her to process and reformulate information to apply different solutions. She loves her work, she is not an automaton, she gets involved, contributes ideas and always tries to provide the best for her client, even if she doesn't like it. Thanks to the fact that she is very organized, she has the ability to carry out several projects at the same time and in turn feed each project with ideas or solutions from the other works. She has been working in design and creativity since high school, which has helped her understand and internalize the world in which she moves. She is very curious, in this profession she is essential not only to continue improving, but also to carry out projects. It's nothing gossipy, there are no ulterior motives, if she asks about you it's because there's real interest in it. She is a good and honest person. She is very cheerful, smiles and makes others feel comfortable, she goes out alone and so she is comfortable too. If she is rare, and she carries it as a flag.
Verónica Vicente Ruiz Designs
We are pleased to share with you original and innovative design work by Verónica Vicente Ruiz.
Verónica Vicente Ruiz Design - Vegan Packaging Design
Designer Interview of Verónica Vicente Ruiz:
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?
VVR : I didn't fit into the educational system and I didn't dare to do higher studies because the teachers told me I wasn't worth studying, so I fell into a graphic design course, after that was when I found what I liked to do, and I went for it. all of them, I started high school in Arts and then Fine Arts, I found what I liked and was passionate about. When I finished my studies I returned to the world of design already formed. Since then my life has been linked to the world of art and creativity.
DI: Can you tell us more about your company / design studio?
VVR : Verality studio is a freelance and independent design studio that works to help companies in the food industry to create and redesign honest brands with efficiency, responsibility and organization to help them stand out from the competition with their company values and ethics as their flag and strategy. Communication.
DI: What is "design" for you?
VVR : Design for me is creation, strategy, capturing some whys in a visual way, communicating to the observer.
DI: What kinds of works do you like designing most?
VVR : What I like to do the most is rebranding, that challenge to transform something that already exists and give it another life, other values and communicate more. I adore minimalism, the beauty of practicality, less is more. It is not necessary to fill a space to communicate well, but to do it correctly to the extent that it is needed.
DI: What is your most favorite design, could you please tell more about it?
VVR : Puff... I have special affection for some, but in the end I can't choose, they are my own creations and each one has both emotional and artistic connotations for the client... I couldn't choose... But if I have to stay with something, I would say... my brand image... it is me and I have represented what I am and that is what I want to communicate.
DI: What was the first thing you designed for a company?
VVR : A design for a bricklayer, an uncle of my husband... I had never worked as a designer yet, I had finished my degree in Fine Arts and I was taking a course... I created an infinite cube for the symbol and the brand image that he wanted to put on some business cards and on the lettering of his van.
DI: What is your favorite material / platform / technology?
VVR : Illustrator, where I handle myself best and what I like the most is the world in vector.
DI: When do you feel the most creative?
VVR : I am one of those who believe that inspiration must find you working. I do not believe in moments of inspiration that come by divine order. I deeply believe in work and in thinking and developing ideas, that's when I feel most creative.
DI: Which aspects of a design do you focus more during designing?
VVR : What I like the most in the initial part, the research and development of the idea, let's say the art direction. I love to investigate and get new ideas from unknown places. Although later I have to develop that initial idea, that is the part that I like the most and where I feel most comfortable.
DI: What kind of emotions do you feel when you design?
VVR : Pff, it varies. There are moments of incredible lucidity and joy and there are moments of real disappointment and anger. As for emotions, I believe that every designer or creative lives on a continuous roller coaster and I am no less.
DI: What kind of emotions do you feel when your designs are realized?
VVR : This part is already different, when you see that the design is finished, you already have the final arts and it's in production, the emotion that assails me the most is usually pride and joy, to be able to see the finished work, to think that I have achieved, that That little challenge has paid off.
DI: What makes a design successful?
VVR : To be honest, I don't have the slightest idea... I should say that I have to be very creative and abide by the standards that the consumer demands, but I'm afraid that a successful job in the world of sales may not be so successful in the world of sales. world of designers, and vice versa... a design is liked very much in the professional world, but it doesn't work in sales...
DI: When judging a design as good or bad, which aspects do you consider first?
VVR : For me, for a design to be considered good, I must see quality and originality. Regardless of whether it follows fashions or not. Personally, I prefer and consider timeless works better, but depending on the sector, fashion rules.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
VVR : As I am dedicated to food, it is a very important turning point in the sector right now. And although I would say that you have to abide by these new standards, especially because of the responsibility that it entails for the sector, I must admit that no matter how much I or any designer tries to convince a client about this responsibility, if the numbers do not add up, the client will not. take into account. Food is a very very competitive and absolutely super fast sector in which it is very important not to get stuck.
DI: How do you think the "design field" is evolving? What is the future of design?
VVR : I believe that in my sector it is very important, anyone can sell a quality food product, the problem comes when there is such brutal competition in my sector. There are several sections of the sector that in the last decade have put a lot of batteries into the question of design and I hope and hope that more sections of the sector begin to see design as something "necessary" for their product.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
VVR : My last exhibition of graphic work has been in the city of Santander, in a collective exhibition on graphic design. I would love for this exhibition to be distributed to other European cities to publicize the work of graphic designers, often very unknown to the majority of society.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
VVR : My inspiration comes from the previous research and the brief that the client fills out for the project, as well as the research of the competition and the moodboard that the client fills in as well. I work under a guideline for a client and I get feedback on what the client is looking for, or wants for their project.
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?
VVR : I think my style is more minimalist than anything else. I must say that it is the style with which I feel most comfortable and I began to design under this style because it is the one that most attracts my attention in all the creative aspects of my life. Out of inertia I look at minimalist architecture, I adore minimal logos and as a consequence of my personal tastes I design under this style that I adore.
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?
VVR : I am Spanish. I do believe that the culture of my country influences my artistic influences, my designs, but I must say that I come from the world of art and what has influenced me the most artistically has been the history of universal art, I always keep in mind international artists when i think. The cons are more of the employment factor, there is little design culture in the area where I live, getting clients is sometimes difficult because they don't understand design.
DI: How do you work with companies?
VVR : I am a B2B designer, and I have my own work system in which my client connects to my system, so it is much easier for me to create for them and they follow a system that they understand and understand.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
VVR : When a company is looking at several designers, I tell them that not only is the price important, but also being comfortable working is also very important. It must be taken into account that what we designers do is communicate those values or that idea that the client has, if we are not in line with it it is very difficult to work. Another of the issues that I usually suggest is that they always compare the value of the material that the designer gives them.
DI: Can you talk a little about your design process?
VVR : Puff, I am super organized and that has made me find a system that helps me a lot, especially with possible creative blocks. When a client hires my services, the first thing is the paperwork part, pure and simple administration, if this part is not complete I do not start creating, then I continue with a brief and a moodboard on Pinterest (a wonderful tool to know what the client likes ), when I have all the information it is time for my own research and the creative phase. I finish with the client's feedback and later with the final payment and the delivery of material, always everything in the same order. I have my own email templates to follow this order along with a work schedule that my client always knows when we are on his project.
DI: What are 5 of your favorite design items at home?
VVR : I have an Arco lamp by Archille Castiglioni, which is the apple of my eye, and the chairs at my kitchen table are Tolix chairs by Xavier Pauchard. Yes, I'm not a product designer, but I adore design in all its aspects. It is what it takes to have a creative personality.
DI: Can you describe a day in your life?
VVR : I am the mother of two small children, so first of all I take them to school, then I go back home to work (I am freelance), I take advantage of their school hours to be able to work in silence. As a good freelance I answer emails, work in my own business and serve my clients.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
VVR : I am a professor of creativity and art direction at a university in Santander, Cantabria, Spain, the university is for creative studies, CESINE, there I have rediscovered the illusion of the first years in our profession when you are not yet burned by toxic clients, I have rediscovered that motivation to continue improving and learning. Young designers know a lot about design for young people but little about companies with years of history and few of those resources that experience gives you... I have spoken to several of my students about the "fellowship" between designers, about how important it is in our profession to surround yourself with good fellow designers, we are not competition, we are colleagues and we can help each other.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
VVR : The positive aspects of working in a profession that you like, a profession that fulfills you as a creative person. A profession in which you are continually learning to improve, you cannot get stuck in society, changes are constant in our world. The only negative aspects of our profession are some clients who do not understand or want to understand that you are a professional, not a person who draws pictures.
DI: What is your "golden rule" in design?
VVR : For me "less is more", I adore minimalism, so I always try to eliminate everything that is left over in a design, if it does not contribute anything to the design or the client, it must be eliminated
DI: What skills are most important for a designer?
VVR : I believe that the most important skill for a designer is to have aesthetic taste, that is what you have earned a lot, you will know how to combine colors, you will know how to compose with pleasure... the most technical rules come with years of learning.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
VVR : I'm an illustrator, I don't usually sketch on paper, and I come from the world of Fine Arts and I always need to have all the elements to start creating. I only draw on paper when I have to illustrate, I am not capable of doing it digitally, I am still paper and pencil, my teaching was classicist, so there I am. In my toolbox there is never a lack of different typefaces, I really like to play with the psychological connotations of typefaces, as well as colors, which is why I end up creating quite extensive color palettes for my clients.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
VVR : For me, the time I spend designing is like gold, it's what I appreciate the most about my job, being a freelance I also have to be the accountant, the administrator, the public relations, the commercial and the community manager... so I dedicate part of my time to my business and every time I have to get more comfortable with my creative process, I do it because it is the task that I am best at and the most satisfaction I get. So my main time is divided into business, client and design blocks.
DI: How long does it take to design an object from beginning to end?
VVR : Well, if I'm honest, it depends, it always depends on the client, the feedback he gives me, if he has respected the times I set... But what I can tell you is that within my workflow, which lasts a month or so, I have about 10 days reserved solely for my creative process, because although I always try to get inspiration to catch me working, there are times when it doesn't come out the first time. That you have in mind and I have a margin so that my clients do not get angry.
DI: What is the most frequently asked question to you, as a designer?
VVR : Unfortunately many times they ask me "and... what does a graphic designer do?", which is basically that they have no idea what we do. Our profession is still very unknown, even for companies or SMEs, and many of them do not appreciate or do not understand what design can bring to their companies.
DI: What was your most important job experience?
VVR : Being autonomous in my own business is the most enriching experience as a professional. In agencies and design studios you learn a lot, but you always lack some part of the process, or you don't talk to the client directly or you don't know what things cost... Being my own boss has helped me not only to understand my profession in all its aspects, it has also helped me to function better in the world and, above all, to understand my own process to better meet the needs of my clients.
DI: Who are some of your clients?
VVR : I work mainly for SMEs and small businesses. Some of them are just starting out and I see them growing. It's a part of my profession that I love, accompanying other freelancers like me while they advance with their business.
DI: What type of design work do you enjoy the most and why?
VVR : As I've told you before, I love minimalism, so it's the one I enjoy the most, plus it's the design that comes out alone, I always lean towards this style of design, it's like my weakness and my unicorn.
DI: What are your future plans? What is next for you?
VVR : My plans for the future... keep growing as a professional and keep getting good clients. To improve, to continue learning,... that my business continues to grow... the limit is in the stars and I want to continue trying to reach them. The next step for me is to get my own space, a container in my garden, a space just for Veralidad studio, to continue being a freelance but with a small
DI: Do you work as a team, or do you develop your designs yourself?
VVR : As I have told you, I am a freelancer, so I develop my own projects, what if I do a little differently from other freelancers is that I do not subcontract providers, but I speak to my clients about them (usually other freelancers) and we all work under the same client, so I avoid many problems and develop only the part of the work that I like.
DI: Do you have any works-in-progress being designed that you would like to talk about?
VVR : Puff, several... but I have a confidentiality agreement with my clients so I can't talk about them...
DI: How can people contact you?
VVR : You can hire me by sending an e-mail to info@veralidadstudio.es or by filling out the form on my website www.veralidadstudio.es immediately afterwards I send you an email to make an appointment via video call, there we will face each other and start talking.
DI: Any other things you would like to cover that have not been covered in these questions?
VVR : Yes, the world of creativity is an exciting, wonderful and super-gratifying world for the people who dedicate ourselves to it, but many times it is clouded by people from outside this world, a little empathy for the professions of others would come in very handy. In general, everyone has a hard time working, everyone has had a hard time training in their profession, and every profession is worthy of praise. Creatives don't just make drawings, we apply a lot of knowledge that we learn over the years.