Interview with The Reset Co.

The Reset Co. ("TRC") interviewed on Thursday, 4 February.

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

TRC : We are about to celebrate 10 years as a design studio. Our clients range from small entrepreneurs to transnational corporations. We have worked for CEMEX, FEMSA, OXXO, SAGARPA, local brands such as Trick and Treats, Inkplant, DATAQ. International projects in the U.S. Beauty Done Right (BDR), Photo Finish (By Modern); in the educational field with EGADE, Instituto Cumbres, Instituto Tecnológico de Estudios Superiores de Monterrey, Universidad de Monterrey. In the health area, we have worked with private doctors such as José de Jesús Iñiguez Flores (Endocrinologist), Victor Melendez (Plastic Surgeon), and Laboratory of Pathology and Molecular Genetics (PGM).

How did you become a designer?

TRC : It was always a challenge since the approach I had since I was little was very ordered, perhaps I saw it very far from design and closer to architecture. Also over time, I learned that every day the design changes and we have to adapt to it.

What are your priorities, technique and style when designing?

TRC : 1_ The first step of our philosophy is to focus on the needs of our clients, always giving priority to solving and improving people's lives. 2_ Investigate thoroughly to fully understand the problems of the projects. 3_ Work to develop a solid concept that allows to differentiate the project from its direct competition. After having our concept, the graphic development part is the most fun stage. We create everything from scratch. We work with fellow photographers who help us develop our portfolio material.

Which emotions do you feel when designing?

TRC : Whenever we start a project we think that it fits our interests as a team. The most beautiful part of the projects is the process for creating the concepts. It is where we work in depth to generate creative ideas trying to surprise the target with our solutions. When we create the same conceptual line and find a way to join all the pieces of our puzzle and see the result working, it is the moment where we crown the work of the whole process.

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

TRC : The design phenomenon in my locality

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

TRC : 2019 for us was a momentous year, we considered growth through having more exposure. With the pandemic, we have been working remotely on all our projects and as soon as the situation stabilizes, we will resume our growth objectives. We have already remodeled our entire workspace to make it more comfortable to work. Now our focus for 2021 is to increase our reach. We are about to design several product packaging projects that we do not want to reveal at the moment. We are very excited.

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

TRC : Do not stop learning, do not believe everything you think and above all never give up, insisting with the things that are set as objectives is always what results in achieving it.

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

TRC : Research and conceptualization. A strong belief, is that all good design has a solid base in research and a conceptualization that unfolds from it. Research and references will make designs stand out from predictable results and take them to the next level. Something we never do when starting to develop a project is to go directly to the search for references. We don´t seek projects on the same type of product or service that we have. In this way, we avoid contaminating our minds by taking ideas from other projects and we avoid having similarities in the graphic elements. The goal of solving design projects is to customize them and create differences to make them unique.

What is your day to day look like?

TRC : Coffee is always the kick off of the day, starting the morning with a hot drink is always a good argument to activate the mind. We practically live in the studio and we also teach graphic design students at the University. In the morning some days I go to the university to give a workshop and then I continue the dynamics in the study. Every day we have them busy in the projects we work on. We never let there be times without activities. In this way, our planning allows us to keep our minds busy.

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

TRC : We do not seek to follow a trend, we try to create particular approaches for each type of client. Perhaps a trend for us is innovation in the methodologies we apply and to be disruptive when designing. Our goal is to be timeless, we do not seek to stand out for doing fashion design because it is not transcendent.

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

TRC : The design should focus on the target, not on whether I like it or not. This is a discipline of perception and everyone has a particular opinion of what is presented to them. This is why we mention so much the importance of functionality. Style should focus on the brief and the client's needs.

How do you decide if your design is ready?

TRC : You just know it, when you have nothing to remove or add to design it is that you realize that it is ready to make itself known. Our general objective is our goal, however, as we meet smaller concrete objectives we can move forward with confidence.

What is your biggest design work?

TRC : We can say that our most challenging project in these almost ten years has been the design and communication campaign of the University of Monterrey this year 2020. This project is special for us because it has challenged us in many aspects to achieving the objectives. For being a recognized and diverse University, finding solutions to communicate to so many people has been our greatest challenge. Working with other creative professionals with a common goal has generated great learning. And then managing responsibility for such a huge reach has also shown us that we are ready to grow into the future.

Who is your favourite designer?

TRC : We cannot define a favorite designer, we cannot see them as rockstars or a food dish. However, there is a list of names that have marked us as designers, and that have marked times since they have dared to go further. A good example is Charles-Édouard Jeanneret-Gris who has been one of the most influential architects and designers of the 20th century. Walter Gropius who with his philosophy revolutionized the Bauhaus school and opened the way for the evolution of design and architecture. Lance Wyman who has created the starting point for the overall design. In our times there are many characters who follow this type of trends, such as Catalan designers such as Albert Folch and Alex Trochut.

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

TRC : Erika and I have always been influenced by elements that allow us to relax and clear our minds. Music is an example of these activities that we implement since it allows us to create a suitable environment to work creatively. We like working in spaces without walls where we have freedom of movement and constant exchange of ideas. Over time we have adapted elements such as plants that improve the environment and furniture that gives comfort as well as all the necessary tools to work on our ideas. We love working between manual and digital disciplines to create a balance in our processes. All the elements and objects that stimulate our senses are our raw material for ideas. Touching the textures of papers and finishes, listening to new artists, traveling, and knowing the "B" side of each chosen spot. Eating and talking with people who have different ideas from ours are things that enrich them every day.

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

TRC : We do not start to develop the visual part of projects until we have a strong developed concept, that way we do not distract ourselves with visual references that have no foundation. We believe strongly about co-design, our design studio is collaborative since we are currently 6 designers and we all share ideas and compliment the work we make.

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

TRC : We are involved in education, being teachers of the design career is for us the best example of giving back to our environment. Teach our students to be ethical and seek to improve their particular environment. This connection with the university allows us to focus on the real social problems that we live in and to look for how to implement improvements to live in much healthier environments. In the workplace, we also develop projects that have sustainable approaches and seek to improve the lives of people or their target.

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

TRC : The prestige for having been selected from among many participants and countries that competed.

The Reset Co. Profile