Interview | David J. Schwen | Design Director

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Interview | David J. Schwen | Design Director

Slegato da briglie contrattuali con agenzie che minano la passione, si concentra sulla sua condizione di freelance in piazza su Minneapolis facendosi scovare dai clienti attraverso un piccolo foro nero nel web: il dschwen(.com). Patito di Helvetica, come ogni Art Director che si rispetti, vanta fra i suoi clienti Apple, Nike Bauer, Fox e molti altri ancora e tra i premi vinti il Cannes Lion. Un Graphic Designer tutto da gustare che non smette mai di stupire. Si è confessato al nostro microfono virtuale per lasciare qualche traccia di sé anche su creazina.

 

What is a design director?
My roots have always been in design. I received my BFA in graphic design from the Minneapolis College of Art and Design. Since then, my views on design, advertising, and art have started to all blur together. I try not to approach projects as an art director, or designer, but instead I just want to find the best way to communicate ideas.

Who are you really?
I'm a small town guy from the midwest. I love to make things. I'm married to my high school sweetheart, and we have the coolest kids, probably, in the whole world. Did I mention we own a labradoodle?

How do you avoid repeating yourself, or falling into formula? How do you stay fresh?
I'm anti-style. I know this might contradict myself at times, since I do have a few styles I switch back and forth on. But I truly try not to get stuck in a rut of having one set look to my work. Each idea should have it's own voice, and the execution or style is determined by that. Experimenting with new mediums and techniques definitely helps to keep things fresh. The variety of styles even surprises me sometimes, since I never thought I would be sewing letters together on a piece of paper.

How did you come up with the idea of doing something cool every day?
It's not a new idea. People have been doing these projects for a few years now. It's just a matter of making the commitment to actually do it every day, for an entire year. And I have to be honest, some days are easier than others. It's amazing how much a project like this pushes you to be a better artist/designer/photographer/illustrator. The best part is being my own client. I'm making all of this work for myself, and that is a very fulfilling exercise. 

With what person or business would you like to work?
I've been in the advertising and design industry for almost 10 years now. I work creatively at my day job from 9-5, and continue it when I get home to work on my own projects. The days definitely get long at times. My self motivated projects, help me to stay fresh for when I work on client work. A lot of times I'll have an idea for a client, while I'm working on my MSCED, and vice versa.


The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that?
Since I've worked with clients for a while now, I can say that it really depends on their trust level with the creative team. When a client truly believes that the team can give them the best idea, even if it makes them uncomfortable, then great things happen. But on the other hand, when the client double-guesses the team, and doesn't put their trust in them, they get the results that may seem annoying and expected to the public. My favorite projects have been with the client that fully trusts me with their brand, and gives me the freedom to create genuine and unexpected ideas.


Does the public buy the product or the product image?
If done well, these two things should align. Apple is a great example of this. They have an impeccable eye for details and their products are the benchmark for all other brands. But just having a great product usually isn't enough. Apple also knows the importance of having a strong brand voice and presence. They are merging traditional advertising with the impact of high design. You know that you've achieved your goal, when the public becomes loyal to your brand and recognizes it amongst all the other noise.
 

What advice would give to someone who wants to do your job?
Things don't happen over night. If you truly want to live in the creative world, you need to work for it. Find an area that you love, and then figure out a way to make a living doing it. But in all seriousness, don't be too serious. Life is too short.

 

daniel schwen, creazina

daniel schwen, creazina

david schwen

david schwen

david schwen

david schwen

david schwen

david schwen

david schwen

david schwen

 


 

 

daniel schwen

Interview /// Federica Caglioti
Illustration /// Daria Mazzanti

http://www.dschwen.com/

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