Mind Design

Professional Practice, 19^th January 2011

In this lecture the design team focused on showing several projects developed by the studio. The approach was not to present the final works without a context, but rather the work in progress, the ideas behind it and the overall picture.

Despite developing several communication works from print to web based, this studio has been working mainly in branding, pursuing a comprehensive approach. Their clients range from hairdressers to independent artists to restaurants, and focus on different targets.

Each project is developed as a whole and comprises the identity itself, as well as it extension to several communication supports, namely interiors. Each identity seems to be created with a spatial or 3D existence in mind.
Many of the projects are developed in collaboration with architects, and they follow closely the contractors’ work to make sure that the best possible result is obtained.

Their projects are very elaborated and do not restrict to a logo and its application; instead, they create a plethora of visual elements related with the characteristics of the work, and generate a communication system at the same time flexible, diversified and consistent.

Each project reflects a deep understanding of the client and the field. And besides being apparent that a thorough research supports each solution, the team claims that their process is quite loose and the ideas are very spontaneous.

I found this lecture very interesting, not only for the works presented but also for the sharing of the ideas behind each and the process of bringing them to light.