Interview with Danilo Villanueva & Makina & Co

Danilo Villanueva & Makina & Co ("DV&M&C") interviewed on Friday, 17 May.

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

DV&M&C : I've been in the creative industry for 15+ years. I've worked in ad agencies around the world like TBWAChiatDay Los Angeles, Saatchi Los Angeles, Leo Burnett Dubai, TBWA Dubai, BBDO China, MRM/Mccann New York, Makina & Co Hong Kong. I've built regional and global campaigns for brands like: BMW, Mercedes-Benz, Emirates Airlines, VISA, Sony, Tencent, General Motors, Toyota, Cartier and others. My work has been media agnostic and has taken shape and form of online videos, tv commercials, print ads, outdoor, events, social, digital, direct and others. At Makina however, a company I founded, I am very hands on with product design.

How did you become a designer?

DV&M&C : I've always excelled in art at school. I discovered graphic design in my high school in Melbourne, Australia because, thankfully, they were offering it as an elective. It is something I fell in love with quickly. I've completed my Bachelor's degree in design and quickly applied all skills learned in my advertising career.

What are your priorities, technique and style when designing?

DV&M&C : Answering briefs effectively and making sure designs are both aesthetically pleasing and functional are the obvious boxes that need to be ticked in the design process. Beyond that I always explore things that are hardly ever mentioned in the brief like need to be new and the need for whatever it is that we're making to have character.

Which emotions do you feel when designing?

DV&M&C : A lot of happiness when finally reaching the point where I can say "this is it. this is where stop. it's finished". It's all excitement from there and the eagerness to get it produced and introduced to the rest of the world.

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

DV&M&C : My creative advertising background has had a real impact on me as a designer. My need to always look for something new and the need to make sure whatever it is I'm building has to be "human", that really is my advertising background talking. In advertising we spend weeks and sometimes months trying to find new ideas, and finally conveying those ideas in a way that trigger emotional responses in whatever medium it may be. These are things I naturally apply in my design process.

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

DV&M&C : Do the whole gaining experience thing and learn from those who have been doing this for years. However, do not lose your student mindset. It's when you were a student that you were at your boldest and most expressive. Anyone can answer briefs but if you can do that while truly making it yours, then you might be on to something that's well beyond average daily work and simply meeting expectations.

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

DV&M&C : Trends do not really matter for me, nor does it for my company and brand. We stick to our own personal styles and launch things that we feel Makina needs to launch. Nonetheless, I do stay informed with trends. Being part of a few international design and creative organizations help me keep up to date.

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

DV&M&C : Good design is one that looks good, answers the brief, adapts to users and fits in this day and age. Great design is one that has a defining personal touch, goes beyond the brief, one that users are willing to adapt to and is timeless.

How do you decide if your design is ready?

DV&M&C : When it triggers the exact emotional response I intended from people I show it to.

Who is your favourite designer?

DV&M&C : Antoni Gaudi

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

DV&M&C : I was born in the Philippines but my lifestyle and culture is pretty difficult to define having lived in different parts of the world since an early age. I think city life has played a huge role in defining who I am. I have only really lived in mega cities like Manila, Hong Kong, Beijing, Dubai, Los Angeles and, now, New York. One of the things the advantages in living in some the cities mentioned is that it has helped me stay informed with the absolute latest in trends and innovation.

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

DV&M&C : People who work directly for Makina work remotely and work from at least 5 different cities across the globe at different time zones. We've been doing this since before the pandemic and have fully embraced this non-traditional but connected way of working. It helps keep things happy and balance out the stress that comes with the work. I am quite demanding when it comes to everything about our company but people have the freedom to choose when and where to do the work so long as they get things done well and on time.

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

DV&M&C : We donate to animal charity regularly.

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

DV&M&C : Having submitted to A'Design Award this year has all been a positive experience from us as it helped us reaffirm that principles like ours work: being true to ourselves, not having the need to follow trends, not having the need for sales to dictate what our products look like. I think the existence of award organizations like A'Design Award is critical in keeping design and quality standards high and in giving people ambition, direction and something to to strive for.

Danilo Villanueva & Makina & Co Profile