Branding & Design
While walking on the white and perfect streets of Wien with my friend Pablo Hache (who joined me a few days earlier in Berlin) we came across the Seite Zwei office. The office happened to be closed for holidays (it was august) and I went through google to see some of their work, which I instantly felt in love with, a days later I got in touch with them and here’s what they have to say:
Graphic design in Wien
In Barcelona, it’s been quite some time since people first talked about a notable decline regarding conditions and quality of graphic design and about how clients value our work. Do you have the same impression? And why?
The impression is unfortunately the same. Costumers are now more likely to play the safecard instead of taking a risk. In advance calculated and anxious design processes lead to less quality design.
Do you specialize in a particular domain (branding, packaging, web design…) or do you offer a more generalized service?
We see us as a multidisciplinary agency with strong roots in classic print design. We develop design- and communication solutions for brands, products and institutions both comercial and cultural.
Do you work mainly for the same clients or do you get selected assignments?
It is a mix of clients on a regular basis and selected assignments. We think that keeps the balance best.
Do you hunt for clients or do clients contact you? Do you follow a commercial sales or a customer fidelity strategy?
In the past years we were in the lucky situation that all of our clients came to us without hunting them.
How many designs do you usually suggest to a client?
This is depending on our presentation strategy. But usually it is two.
Style & trends
Does a graphic designer need to have his own style or, for example, they have to follow the trends? Should a design be timeless, open for evolution or rather be adapted to the trends?
Keeping your own noticeable handwriting in your design approaches is a crucial thing. Not because of the clients and because of your unique characteristic on the market but more towards yourself. The outcoming of this approaches can be diverse.
So would you say that Wien is innovative, has its own style or just copying designs that already exist?
Vienna is a city awaking from a longer term of deep slumber but with tons of creative potential. There is a process going on of refinding the viennese style of graphic design.
Do you know about graphic design in Barcelona? Do you think it has its own style?
It definitely has. It is bold, strong and colourful.
The designer of the future
Does the profession of graphic design need a facelift? What could we improve?
There is a new multidisciplinary generation coming up. Graphic designers are now able to easily jump between different channels, media and even professions. The facelift you asked is already in the making.
With the boom of digital marketing and its focus on quantifiable results, many companies decide to raise their budget for this kind of service. How do you explain to your clients the benefits from investing in graphic design?
Marketing channels are not telling a story. They are just a vehicle. Good graphic design tells a story and is the visual key to the customer.
Should we make changes to the vocational training / academic career of a graphic designer in schools / universities, and if so, which?
There is a trend of shorter studying time. Like the bacherlor degree. This is ment to get the student even faster into the economy. We think this lowers the general quality of graphic design. In our opinion every day, week, month or year spending on your involvement with graphic design, finding your own design language, experimenting with no kind of pressure is crucial.