Interview with Laura Ferrario

Laura Ferrario ("LF") interviewed on Tuesday, 1 March.

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

LF : I have been working as a Visual Designer for over 30 years. I have worked for large industrial clients like Johnson Controls but I preferred to choose smaller clients because I could be more creative and refined like in the wine sector or boutique hotel.

How did you become a designer?

LF : My creativity reached an important peak when I was 10 years old and won a contest for the Duomo in Milan where I reproduced an actual glass window. That was when my motto became: When I grow up, I’ll be a graphic designer. this year I celebrate 30 years: ThirtYears of projects, ThirtYears of passion for what I love doing.

What are your priorities, technique and style when designing?

LF : The most important thing is to first put down a precise briefing to share with the client, defining the target it refers to and the values it wants to convey. Then I start researching what is done in the industry, once this is done I put down 3 concepts to be developed from which I pull out three projects to show to the customer: better to show a few things but of which you are extremely sure.

Which emotions do you feel when designing?

LF : When you get the idea of the concept to express before falling asleep and you can't wait to put it down graphically and then find the right symbol that encloses everything you had in your head: which must be simple, incisive but especially unique.

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

LF : Designing to me has always been a process focused on my clients, on listening and understanding their needs. But that’s not all: I have evolved over time, always following the trends of my industry, and addressing worlds that go beyond traditional graphic design such as the Digital and New Media. I listened to and followed the spirit of the times, offering my experience combined with the new opportunities yielded by the web to propose a complete and all-round form of communication. In my view, doing Visual Design means tailoring every single project, making it unique. In fact, I would say that the phrase that most represents me is: For all those companies who want to race at the pace of the world, but also catch the glance of those who observe them. I face the biggest challenges with creativity, attracting the attention of those who are bombarded with visual inputs every day!I start with the sign, like primitive peoples or children, I express myself by means of it to then create an image, as a primary need of communication. Communication tools are infinite although my favourite one is still paper, with its thousand nuances that are enhanced through our senses: touch, thanks to embossing, thicknesses or materials; sight, with the various printing techniques; hearing, with the turning of the pages; and smell, that unmistakable scent of ink. My secret is to never stop. In a world that keeps moving faster and faster, what’s important is understanding from what point of view things are observed, with the right rhythm. Working in different sectors every day means having only one specialisation: quality.

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

LF : Right now I'm working on a big rebranding project for an Italian foundation which is a big bet because I never, ever thought they would choose me. I have always worked for small clients and always having direct contact with the client instead of here I am inside a gear with many actors. It is very interesting but also very tiring. At this moment I don't have time to think about it but I think I'll go back to my type of job that reflects my way of being more.

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

LF : There is not only creativity. If you want to be a good Visual Designer you must also be a technician: understand printing, know about cards. Don't stop if someone tells you that you can't be a graphic designer if i did i wouldn't be here now.

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

LF : Never stop, keep learning, studying, traveling and hanging out with young people.

What is your day to day look like?

LF : I'm creative and I don’t have a routine skills. The best thing for me is not to have a routine trying to change every day.

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

LF : It is important to evolve and follow trends but everyone has to keep their own style to be different Infact the phrase that most represents me is: For all those companies who want to race at the pace of the world, but also catch the glance of those who observe them.

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

LF : A visual design project must be composed of a few elements that represent what you want to express in a simple, direct and clear way.

How do you decide if your design is ready?

LF : When I have achieved the right balance between the shapes and colors that represent it.

What is your biggest design work?

LF : I believe it is the Mosnel wine label that won a Platinum. To make this label I drew inspiration from Franciacorta, a splendid region south of Lake Iseo, in the province of Brescia, which extends up to the morainic hills. The concept of the label comes from the graphic reworking of the historical image represented by the morphology of the lake: as Lake Iseo bathes the shores of Franciacorta, so the sparkling wine bathes the walls of the glass, enclosing all the energy of a bottle of Riserva just uncorked. I believe I have combined the values of the territory with the communication of the Company's brand and the uniqueness of the product.

Who is your favourite designer?

LF : I don't have a favorite designer, I look back with respect but I look to the present to be ready for the future Once a brand was just a sign while now values and marketig have been added to transform it into a brand. We will see what will happen in the future.

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

LF : I live in Milan in Italy but I have always traveled a lot and London and Ny York are my inspiring cities for graphics. I am very sporty and I love nature where I free my mind to be more creative.

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

LF : I almost always work alone because I have seen that I have brought out the best in myself in projects done by myself. I think I am scared to see the project at 360 degrees and find people to collaborate with on that project using freelance when I need it so that I can choose the right one for the job I am doing.

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

LF : I am really following the Association Rene e Bambino nel Mondo Onlus, Kidney and Child in the world. I designed the Brand and the website and I try to help them in communication in general and obviously pro Bono.

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

LF : When you see that you are in the top world rankings it is beautiful. It's nice to see the quality of the other projects you are competing with. It was very nice to attend the first award ceremony on Lake Como because I came with a client of mine who unfortunately is no longer there. It was a beautiful day that I always remember with pleasure. Then

Laura Ferrario Profile