Interview with Alain Aebersold

Alain Aebersold ("AA") interviewed on Sunday, 5 August.

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

AA : In 2016, I completed my education as a graphic designer at the School of Design Biel-Bern. Afterwards I started to work as a graphic and screen designer in a crossmedia agency in Bern. Since 2011 I live and work in Zurich. Currently I work as a art director and work for national and international clients.

How did you become a designer?

AA : Since I was a kid, I always wanted to draw, paint and working three-dimensional. In high school I was able to visit the main topic visual arts. Afterwards I had the possibility to visit the graphic design class at the School of Design in Biel. I always wanted to work in a creative way and for me graphic design is a great way to work in this field.

What are your priorities, technique and style when designing?

AA : First I always start with a visual and thematic research. I try to find my inspirations in a wide field. I do little, quick sketches to note my ideas. Afterwards I start with mood designs. Designs that are not necessarily purposeful, but display possible directions. I try to do a lot of them to have a wide variety of possibilities. Also to find the right style for the design. And then I start designing in a more concrete way and thinking in a bigger context.

Which emotions do you feel when designing?

AA : In the beginning, it's often a lot of frustration: Not finding the right idea or not reaching the visual style i was hoping for. But then, when I find my way and find a solution, I often get enthusiastic and can't stop thinking on further possibilities. Then, when it's done, I have to get a pause. I really get annoyed of my own design and then I have to lock it away for several months. Then I can watch it again and usually enjoy my performance again.

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

AA : A designer should never believe he is a genius. He probably does not invent something completely new. But a designer should always be able to sample elements in a new way. You don't have to invent everything from scratch. And a designer should be sensitive, open minded and patient.

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

AA : I hope that in the future I will be able to do more designs in which I am personally and thematically involved. Projects that challenge me intellectually and creatively.

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

AA : Never be arrogant. Be always ready to learn something. Never see yourself as completed.

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

AA : Work should always be challenging. If a project does not look like it, find your personal challenge and grow. Never just do what the minimum is.

What is your day to day look like?

AA : I start the day with a coffee at home. Then I work about 20 Minutes to the office. This time aI need for myself, to plan the tasks and to structure the day. In the morning I do rather top-heavy work. After lunch is a great time for research. And in the later afternoon and early evening I do more creative work.

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

AA : I like to watch design blogs. But I don't think that I have to keep up to every design trend. Some stuff I like and if it makes sense I try to implement it to my own style. Other stuff i don't feel and maybe it's good to know this trend, but I don't have to master it.

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

AA : Design is a vehicle to transport ideas, values and functions. It should not exist for an end in itself. It should serve a purpose.

How do you decide if your design is ready?

AA : When I know, that I really like it. When I get nervous and feel I fulfilled my Idea. Often, I decide impulsively when a design is ready. Then i send my design to the client.

What is your biggest design work?

AA : My master thesis in communication design. I wanted to work with three dimensional and animated letters. Before, I didn't really work with 3D programs. But I had this vision and because I had enough time, I could learn the necessary skills.

Who is your favourite designer?

AA : I admire Mario Hugo. You feel all the passion and the hard working background in his work. There is style but also a lot of skills.

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

AA : I currently live in Zurich. Although it is the largest city in Switzerland, it is internationally a small city. But i really love that. Nature is nearby, culture is nearby. In I fifteen minutes I am able to reach the woods. And also in I fifteen minutes I reach all the urban and cool parts of the city.

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

AA : I enjoy working with people I have a personal connection to. If the human basis is right, the result is better too. I believe that I am demanding and strict, but always fair and looking for the best solution.

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

AA : As a freelancer I worked more often for NGOs and was quite willing to make a special offer. But it always depends on the project.

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

AA : I participated the first time and won a golden award. Until now, I was surprised where my work is communicated everywhere. I have always received e-mails that have made me aware of new releases. The team strives that the winning designs will reach many people.

Alain Aebersold Profile