Interview with Antonio Tepic

Antonio Tepic ("AT") interviewed on Thursday, 3 May.

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

AT : Over 20 years, working in various fields of visual communication. During my career, worked for diverse brands from different industries on various projects. To mention a few international, Honda, Mazda, Mitsubishi electric, Nivea, Rockwool, Elle decor, and some local as Zvečevo, Fina (Croatian financial agency), Kraš, OMW, RBA leasing.

How did you become a designer?

AT : During my study on Graphic Faculty (University of Zagreb), design of graphics product course, found a first job in the small graphic studio. For beginning, worked as a DTP operator on photo retouching and tone correction and also prepress newspaper for publishing. On that way, I came in contact with some great ads, which placed in the newspaper. That was a trigger for me, then I decide to develop myself as a designer in visual communication.

What are your priorities, technique and style when designing?

AT : That mostly depends on project which I am working on, definitely is most important which message is to be delivered. If I work on the new project, then is necessary to pay special attention to choosing the right colors and typography for product/service, because they are an important part of communication and making an impression. Like to sketching when I look for ideas (and developed it), many times I started with one idea and then finished with something totally different from the initial idea.

Which emotions do you feel when designing?

AT : I feel excited and happy about new projects, new challenges, new problems to solve. And on the end of the project, fulfillment pervades me.

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

AT : Non-design skills which help me in designing are: researching (to better understand brand), planning (creating strategy), communicate (maybe most important), illustrate (used for showing ideas) and last but no least, technical capability to realize the project.

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

AT : Growth path for my design business will be front-end development, how could to have more control in the building process (the details make up the whole). In accordance with that, the future plan for me, is improving as a visual designer. That means spreading my knowledge and technical skills in web/mobile development.

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

AT : Work, work and more work. Work is the best way to gain experience, don't be afraid to be creative, always trying to find better idea or point of view. Maybe your ideas will not be appreciated in the beginning, but with experience comes wisdom and better understanding needs.

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

AT : Be prepared for investment a lot of time to learn and perfecting, that will not come overnight, but with consistency you can make a big thing. Persistence is most important in achieving goals, so why should be different in the design business?

What is your day to day look like?

AT : Good mood is important to my everyday job, so during working hours I like to listen music, read the new blog posts or look for inspiration on the internet. Also, taking breaks and resting a brain is crucial to preserve ideal working temperature. Every four hours I take a break and make a move away from the project, to better see the bigger picture.

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

AT : Sticking with my own design style, rather spend the time to develop a timeless design following design principles, than blindly follows trends. I can find my inspiration anywhere, depends on the moment.

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

AT : Watching whether the design fulfills the purpose, whether visual and textually presenting the right information. It's not enough that the design is just nice, it must be functional first of all.

How do you decide if your design is ready?

AT : When I accomplish the set goals, with choosing a colors, typography, photo. In accordance with the message we want to convey for a particular product or service.

What is your biggest design work?

AT : Every project I work on is special to me, in some way, but if I have to choose the one, that would be a business card Ada-pack, which is awarded a few times. This project is special because of the using the different materials and printing techniques, Ada-pack business card promotes communication and open interest for service which offer. the inspiration for the design I found in gift wrapping services, which is promoted by direct communication material. Currently working on my own website, I am excited because I developing and acquiring a new knowledge and skills at the same time, so I can offer to my other or new clients new services.

Who is your favourite designer?

AT : I would love to have a chance to talk with Herb Lubalin, I think he has left a great influence on design with his ideas and works, which is easy to love at a glance.

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

AT : Yes, music is an important part of making a working atmosphere for me, but they should be enjoyable and unobtrusive. More influence on me have a others design, than the place where I live (Zagreb, Croatia,EU), but this is my personal thought. If we talk about visual communications, it is an important aspect of transmitting certain messages, with which we want to draw public attention to a particular problem, to encourage them to interact and resolve the same.

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

AT : On most projects I worked alone, but also I am cooperating with different designers or/and illustrators on complex or bigger project. When I look for a partner or an associate, is important to me to find a person who will be responsible, professional, dedicated to the job. I like a relaxed atmosphere, but understand that isn't always possible. Openness and willingness to listen (accept) others' opinions is characteristic of a good designer.

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

AT : Yes, I work pro bono when I have enough time and when I can help in achieving goals. Worked for non profit association, the few times I supported other artists (musician) with my work. I think that is a good practice, supporting a local society with pro bono work, of course if they is possible.

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

AT : Apart from the award and recognition of the profession, I would certainly emphasize the public relations and the opportunity to present myself and my work to the general public. I think that the competitions are important, I believe that every designer who gets an award is stimulating in the sense of continuing with their work and development. In this case, the award is the proof of the right path.

Antonio Tepic Profile