Interview with Shadi Al Hroub

Shadi Al Hroub ("SAH") interviewed on Friday, 18 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

SAH : Shadi has over 12 years experience in design and communications, including over 5 years of research in branding and advertising specifically. Based upon his strong education in design and his extensive professional experience, Shadi has won numerous international design awards and designs at the international level. Through a strategic combination of management, organization and communication skills, Shadi has brought forward new concepts of design that have successfully promoted increased participation across various mediums. His design experience ranges from graphic design and packaging to branding and advertising (both traditional and digital). He has worked as a lecturer in creative design in various American universities and as a creative consultant at Leo Burnett, Hilton Worldwide, the International Trade Center and is currently working as lecturer of Graphic Design at Middle East University. He was a final judge for the Stevie Awards, Future Ideas, the A’ design awards, Adobe Achievements Awards 2017, Grand Jury Panel at Vega Digital Awards 2017 and Currently Grand Jury Panel at Muse Awards 2018.

How did you become a designer?

SAH : I found my passion and artistic inspiration before completing my degree in art & design from Philadelphia university. I use deep colors to emulate the art savage style which displays the cruel and dark side of reality.

What are your priorities, technique and style when designing?

SAH : In fact, my profession includes creative graphics design; photography, digital paint and tutor in print and web design

Which emotions do you feel when designing?

SAH : Great prestige!!

What particular aspects of your background shaped you as a designer?

SAH : My career has led me to specialize increasingly in the design major at an international level. This is the path I have chosen for myself to become the best in an area that I find immensely enjoyable.

What is your growth path? What are your future plans? What is your dream design project?

SAH : I try to establish a new style, new era, so I always make an efforts to keep my research up to date and try to always improve my vision for design.

What are your advices to designers who are at the beginning of their career?

SAH : There is great prestige attached to the world “creative.” Creative people apparently magic up ideas—wonderful solutions to the most complex problems. Ideas, they’re at the heart of every creative process. However, almost no really good ideas are flashes of inspiration. It’s not magic. These people are no different from you. They just have a different way of looking at problems and solving them. The good news is, they use tools that anyone can use. Ideas have to be squeezed out of us every day.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

SAH : To stand up to this challenge, you need to arm yourself with some good tools.

What is your day to day look like?

SAH : In my vision, Time is a tool to think about the imagery that supports your focus.

How do you keep up with latest design trends? To what extent do design trends matter?

SAH : I think about the cultural references and landmarks that establish a common frame of reference between the firm and audience.

How do you know if a product or project is well designed? How do you define good design?

SAH : The creation of design seeks to take key behavioral characteristics of a firm and use them to build an image that can be presented to target consumers, other stakeholders and the world at large.

How do you decide if your design is ready?

SAH : Rotate your design upside down and look at it from the bottom, up. Look at it from the side, and at an angle. Look at the areas between the thumbnails and see what hidden messages you've left yourself.

What is your biggest design work?

SAH : All Big !!!

Who is your favourite designer?

SAH : Salvador dali ;-)

Would you tell us a bit about your lifestyle and culture?

SAH : Have the best music playing and get myself into a mood that sparks my imagination, allow me to make connections between thoughts and concepts.

Would you tell us more about your work culture and business philosophy?

SAH : Well, often I worked with cutting edge technology, using my creativity, and having fun doing it

What are your philanthropic contributions to society as a designer, artist and architect?

SAH : Give good chapter from my favorite book to junior designers.

What positive experiences you had when you attend the A’ Design Award?

SAH : A’ Design Award gives me a big exposure.

Shadi Al Hroub Profile