Interview with Martin Hoffmann

Martin Hoffmann ("MH") interviewed on Tuesday, 28 May.

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

MH : After graduating from Augsburg University of Applied Sciences with a degree in communication design, I have now been working in this profession for 34 years. After 11 years as an employee, I founded my own office in 2001. An incredible amount has changed in these years, but my enthusiasm for good design is still at the start. Design, illustration, photography. Switching between disciplines gives me a balance and at the same time provides a certain creative input as well as new, different perspectives.

How did you become a designer?

MH : I have been interested in design since my youth. My ability to draw formed the basis. Drawing and photography were fun and challenged my imagination. Early on, I developed an affinity for logos and fonts, for creative experiments. After finishing school and other courses of study, I decided to study communication design at university.

What are your priorities, technique and style when designing?

MH : Priorities: The first step is to learn as much as possible about the topic. Only when I understand and internalise what it is about, what I am designing for, can I develop new ideas and create a design that is exactly right. (1st aspect) It is important to me to design freely, without scissors in my head, to go further and to cross boundaries. To be the toughest critic myself and to always scrutinise the designs. (2nd aspect) The technique: For free designs, the first scribbles with pen and paper. Then, depending on the design object, the designs with the appropriate programmes. The style: Clear forms, clear design according to the principle "less is more". Pay attention to the details. I often remove elements to see whether it is better or worse afterwards. (3rd aspect) The result is a clearly designed style that is nevertheless customised to the theme and conveys the right amount of emotion.

Which emotions do you feel when designing?

MH : Rousseau, reluctance, curiosity, obsession, frustration, elation, criticism of one's own designs, questioning one's own abilities, motivation, flow, lightness, enthusiasm, perfectionism, satisfaction. The whole journey is exciting, the development, the struggle, the beginning solution, the sudden rush of work, the emerging results, the satisfaction of the final work.

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

MH : Discipline and organisation at work: Creative work requires a lot of discipline. Especially when developing ideas, they often don't just come to you but have to be worked out step by step. It makes sense to optimise your own work with appropriate organisation. Analytical thinking and scientific research of background information: In order to develop the right design, it is essential to familiarise yourself with and understand the context. Economic thinking and acting as a self-employed person: Design is a creative process, but it must also be calculated accordingly in order to earn money successfully.

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

MH : Growth also based on continuous training and learning new design technologies. My future plans include expanding the client structure, e.g. working with design studios and participating in international design competitions. My dream design project in the field of design would be to work for large, renowned clients. Developing the visual identity and brand strategy in collaboration with specialised departments.

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

MH : Be free in your thoughts. Don't allow any scissors in your head (they will come anyway). Go further than you think you have to/can go. Be your toughest critic. Be an expert in your field, if you don't know something get information. Be open to other impressions, other approaches. Pay attention to the details and don't forget the big picture. Be authentic.

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

MH : Believe in yourself and don't let your work be criticised, but be your harshest critic. Always question yourself and your work. Think through your work completely and you can explain it everywhere. Get to the bottom of things before you make a design. Recognise your value and don't let yourself be paid less than you're worth. Put your heart into it.

What is your day to day look like?

MH : Cappuccino, check emails, check the day's to-do list and rush into work, realising that the hours have flown by and it's already lunchtime again. Or the project is so exciting that lunchtime is also postponed. In between, you check and answer emails and make phone calls. If there is not so much deadline pressure, switch to another project to clear your head. Oh, it's closing time again?

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

MH : When it comes to design or software websites, I constantly follow the information on trends. Basically, I keep my style, but I'm always optimising it with the latest design elements or typography. I also experiment with new styles in illustration and now also draw with very reduced, two-dimensional elements. In photography, I use or develop presets that give my pictures a contemporary look, but without changing my style as such.

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

MH : Formal perfection, coherence of content and the ability to create a feeling. Is it aesthetically coherent, functional and does it appeal to me?

How do you decide if your design is ready?

MH : A design is finished when nothing needs to be changed, adapted or corrected for me. When every detail is right, when nothing has been forgotten. When the visuals work, when the content is conveyed appropriately and understood. When it fits even after some time and when I look at it again.

What is your biggest design work?

MH : It is a medical illustration of the musculature using the female body as an example. A novelty. The illustration shows all the muscles in a spatial, realistic style. The poster is almost 130 cm high. However, I have kept the entire illustration in a very pleasant aesthetic that radiates a beauty of its own. The face in particular shows graceful features; the mouth, nose and eyes radiate a feminine delicacy. The interesting thing about it is that this delicacy neither covers nor disturbs the anatomical details, but pleasantly overlays them and makes the picture a pleasure to look at. This picture won a bronze award, but cannot be published.

Who is your favourite designer?

MH : Otl Aicher, David Carson, Neville Brody, Ansel Adams, Peter Lindbergh, Annie Leibovitz

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

MH : I run my office as a solo freelancer. I get support when needed. We also work as a creative team on client projects. It's important for me to be able to rely on others. On quality, reliability, team spirit, respect and honesty. The same applies to business partners. The challenge is to be a creative designer on the one hand and a planning businessman on the other.

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

MH : 1. taking part in the competition gives you the opportunity to look at your own work again from different perspectives, including in theory. Writing down and formulating ideas, thoughts and feelings allows you to experience the design process once again in a very intense way. Describing details, procedures and intentions and writing them down in an understandable way is very intensive work and a deeper identification with the work. 2. winning a prize is a wonderful confirmation of the quality of your own work. It acts as an energy boost for creativity and leaves a very positive feeling. 3) I see the prize as the perfect support for the customer's reputation and appreciation. The customer is satisfied and feels more than ever that they are in good hands and will continue to be looked after by an award winner. For your own reputation and presentation on the website or in corresponding media channels, the award gives you an invaluable reputation.

Martin Hoffmann Profile