Interview with Oscar Bastidas

Oscar Bastidas ("OB") interviewed on Monday, 19 March.

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

OB : I'm a Venezuelan Graphic Designer currently living in Brooklyn, New York. I have 15 years of experience on the development of advertising material and art pieces for clients such as Toyota, Johnnie Walker, Ciroc, Buchanan´s, Budget, McDonald’s and JW Marriott Hotels, among others. My work has been featured in international publications specialized in Design such as: Logoism, Logo Decode, Logos 4, Graphics Can Be Managed and Eat & Go.

How did you become a designer?

OB : I’ve always liked to draw, and when I was in school I used half of my notebooks to doodle and draw cartoons. But I didn’t get into the Graphic Design mood until I finished the school.I finished school early; when I 16 years old, and I didn’t know what to do with my life yet, I liked the idea to studying Architecture, but some friends told me that I need to be good in math, which I hate, so I spent some time doing nothing.With time, I became more interested in Graphic Design, one day I decided to get in the Monseñor de Talavera Design College in Caracas, Venezuela. By 2000 the graphic design was one of the most expensive career because of the tools and materials you need, so I had to take a job to cover my expenses. It wasn’t easy, but I finally finished my studies and almost immediately I started working in Advertising Agencies when I was formed as an Art Director.After 12 years, I made the decision to leave my job as an Art Director to start my freelance career. Then I spent two years in Florida working as an Art Director for design studios and doing freelance projects. I currently live in New York where I keep working as a freelance Graphic Designer focused on Branding Design.

What are your priorities, technique and style when designing?

OB : Currently I'm focused on Branding Design, or what I call "Hand-crafted Branding Design", which is a closer definition of my work style. Designing brands with their own personalities, through illustrated logos, lettering and irregular details that make these brands unique and real.During my design process I always start with the brief; a questionnaire that I use to give to my clients to receive the most clear an important information and insights behind their brands. Then I start the research process, looking into the market, competence, styles, targets, etc. After having clearer ideas, I start thinking about concepts, looking for references, and when I have some ideas, I start the sketching phase. Most of the time I start my sketches on paper, and when I like something, I translate it into vectors in my computer for a more polished look. I use to make digital mockups to see the versatility of the identity in different environments.

Which emotions do you feel when designing?

OB : The hardest part when I do a branding design is always the beginning, sometimes you find a really cool idea to develop in the first hours of your brainstorm, but sometimes you need days and even weeks to get the right one, and the things start getting "heavy metal" when the deadline is near and you’re still empty in good proposals. My favorite part is when the work is neat and finished. Seeing something big, solid and real work that resulted from sketches; that is the moment when all the hours and late nights of work pay off.

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

OB : Being a Graphic Designer is not easy at all when you take it as a living. At the moment you spend crazy amounts of time thinking about an idea, insight, color, shape, and all of the sudden you realize it’s 3am, you probably enjoy it so much what you do that you no longer see this career as a job.As a Graphic Designer you need to be passioned about your processes, perfectionist, and always up to date on everything that happens around you, I’m talking about fashion, architecture, music, movies, internet, technology, etc… like the Graphic Design, all these themes are constantly mutating, changing, evolving and inside each one you will find the best references you can use on your work.

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

OB : In Branding Design there are always new areas to explore, everything changes constantly at a fast pace, hence the way to show a brand should change as well. I’ve designed craft beer brands, food, jewelry, clothing, restaurants, music bands and apps, among others and at this point of my career. I think a major movie poster would be something that I’d love to design. I also want to make a Branding Design book with my own perspective, and I wish to have the time to make it.

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

OB : If your are starting your career, free projects are not a bad idea, as long as they let you build a solid and good portfolio. Use them as an opportunity to make something remarkable while you have the time to experiment.

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

OB : As annoying or complicated any project may seem, always try to put all your talent and creativity to it. Do not fall into standards, because the best ideas not always come from the most appealing projects.

What is your day to day look like?

OB : As soon as I wake up, I check my Social Networks, I take a shower and then maybe make some arepas for breakfast, then I get a good shot of espresso while I’m reviewing my e-mails, and that is when my design process starts: behind my sketchbook or in front of my computer. As a freelance designer you don’t necessarily have a day process; for example when I was in Florida I used to ride my bike to the beach and sit there listening to some music while I made sketches. When I was an Art Director in Design Studios or Ad Agencies my creative work started after 6pm when everything was calm and I could have better focus.

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

OB : I’m always looking for references. They don’t have to be trendy or even about design, but the references are always a “must” in my design process. I do not believe there is such thing as a “free of reference” design, everything has an influence, every graphic story you want to tell has something that came from your memories and tastes.

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

OB : In my opinion, a good branding design is the one that you’ve never seen before and jump onto your face like something really fresh and different. Right now due to softwares and internet tools, everybody in the world can use the same typography that you are using, and you can see the complete market, trends and competition look without leaving your computer. You can even buy a logo for $10 on a website. All these aspects of the current market make different brands stand up over the others, and by “different”, I mean custom fonts, illustrations, organic shapes and unexpected concepts.

How do you decide if your design is ready?

OB : There is a moment of the creative process that you realize you have something good, or visually catchy, but this “something” needs to fulfill a series of tests to be really solid, understandable, functional and different. It is always easy to let the design in a “good” level, but if you think you can polish it more, don’t hesitate to do it. Right now is easier to receive feedback of you work because through social networks and the world or reviews. Behance.net is a good thermometer to see the acceptance of your projects, but the real success will always be the interaction of the users or consumers with the brand that you designed.

What is your biggest design work?

OB : I would say it is “On the Wok”, an Asian fast food concept restaurant in Caracas, Venezuela where I had the opportunity to design all the brand identity and graphic interior design. I don’t think is the biggest one, but it it certainly is one of my favorites, because it happened at the beginning of my freelance career; the project was very well received in reviews and I was invited to post my work a Design Book for an international Publishing for first time.

Who is your favourite designer?

OB : I would say Geoff McFetridge, he is an example of how far you can get as an Illustrator and Designer if you focus on a strong and different style. There is a lot of iconic designers, but I think Julius Klinger from Berlin is the one I would like to know and talk, he was a designer when no one knows this career, and he made impressive posters and logos at the end of 1800 that you could use right now and being totally trend. Timeless Design.

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

OB : I spent two good years in Florida adding cool projects to my portfolio and I was doing great, but I just moved to New York, and I don’t have any other reason behind this decision but breathing Design. Every aspect of this city is linked to what I enjoy. New York is all about art, music, fashion, diversity… every moment something really great and unexpected is happening in NYC, and of course all of those moments have a very strong influence on my work. Right now I’m working in some big format art pieces for an American burger restaurant franchise.

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

OB : I usually work alone in my design projects, of course if I need a photographer, animator, architect or a web developer, I’m always open to work as a team.

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

OB : Pro bono work is part of the “to do” list in my career, I would definitely like to make meaningful communications for a good cause.

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

OB : Even though art is subjective, there is a certain thrill in winning an award; is a very rewarding experience because you finally see the outcome of that project you’d work on with so much passion. Recognition also plays a huge role in the career of any artist, you have certain guidelines but you always try to stay true to yourself, to the connection you have with your art and if you still get to earn people’s appreciation while doing what you love, you’ve made it. That’s the most fulfilling experience for any artist.

Oscar Bastidas Profile