About Alain Aebersold

Alain Aebersold grew up in the canton of Berne in Switzerland. After high school he attended the School of Design in Biel and graduated at the Department of graphics. After several years as a graphic designer in studios and advertising agencies in Bern, Zurich and Berlin, he decided to finish his studies with a Masters degree in Communication Design. He graduate, with a thesis about the integration of letters in time­based media. He is currently working and living in Zurich

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

Crooked for you Album artwork

Crooked for you Album artwork design by Alain Aebersold


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