Approach & motivation
Having been on both sides of the process allows me to view design problems from both a visual and technical view, and provides me with the necessary vocabulary to collaborate both with designers and developers. In the end, it all comes down to the design and orchestration of visual elements in a functional and fluid system, establishing hierarchy, and maintaining a consistent visual language.
I love visual identities conceived as a framework or toolbox of visual resources born from an initial concept or story, the way you develop the system and use it to compose different pieces of communication, and how components interact with each other. This systemic/composable approach is brilliantly explained by Martin Lorenz in his CAA method (component, asset, application). Visual identities from big agencies like Dixon Baxi, Output, or Koto inspire me because of their excellent and polished finish and the exquisite level of detail in the applications for different contexts, formats, and products.
But at the same time, I love when these projects keep a touch of boldness or expressiveness. I've always felt attracted by a touch of rebelliousness. On one side, I feel comfortable following the rules and sticking to some kind of organization, but on the other side, I also need to break these rules to feel alive. It's like an internal duality between rationalism and order, and the need to step outside the system and bring my freedom back without going to extremes, neither one sense nor the other. Because of that, almost always I end up feeling in no man's land.