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Interview with Ralf Kauffmann |
Home > Designer Interviews > Ralf Kauffmann |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Ralf Kauffmann (RK) for A’ Design Award and Competition. You can access the full profile of Ralf Kauffmann by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
RK: I became interested in art and design at the age of 15. However, the times were not good and ripe for it. It was not until I was 25 that I started a new career as an illustrator and designer. With many hurdles, I continued to develop and discovered my love for point of sale and "haptic" design.
FS: Can you tell us more about your company / design studio?
RK: Brainartist is an agency that focuses on trade marketing. Brainartist is headquartered in Eltville am Rhein with 12 employees. We have a branch office in Zurich for our Swiss clients and an office in Berlin for collaboration with specialists in the field of AR, VR, 3D design and online marketing. This orientation is based on experience on the one hand and on the other hand on the fun of this topic and its tasks. Another element is of course that our work is easily measurable by the client.
FS: What is "design" for you?
RK: For me, design is the creative realisation of a goal. Therefore, the strategic approach is extremely important. Design should follow the task. Anyone can make colourful pictures. But it has to reach the goal.
FS: What kinds of works do you like designing most?
RK: Development of activities at the point of sale that not only sell, but also convey an experience. Presentations at the point of sale are our main business. Brand management and creation of campaigns, as well as sales support activities in all facets. This ranges from sales force support marketing materials to influencer kits.
FS: What is your most favorite design, could you please tell more about it?
RK: I like designs with a "less is more" approach. Good design doesn't need a lot of colours, a lot of little gimmicks. It has to work and should be independent.
FS: What was the first thing you designed for a company?
RK: The first thing I created in my life as a designer was a comic for a car dealership. These comics were then used as advertising motifs and later became a small comic for all customers. Like so many things, you just start.
FS: What is your favorite material / platform / technology?
RK: I love everything handcrafted. However, I can get just as excited about a laser, CNC machine or 3D printer. What counts for me is that the material and the approach fit together perfectly to achieve a perfect result.
FS: When do you feel the most creative?
RK: At night or when I have pressure from the client and have to close my office door for an hour.
FS: Which aspects of a design do you focus more during designing?
RK: I define the goal and then quickly get to the basic design. After that everything flows and in the end I optimise my design for quality.
FS: What kind of emotions do you feel when you design?
RK: When designing, it's a mixture of euphoria and time pressure. I am very impatient and want to get a result here very quickly.
FS: What kind of emotions do you feel when your designs are realized?
RK: Joy and pride. And I feel honoured to be able to realise these designs.
FS: What makes a design successful?
RK: When it not only appeals aesthetically but also works. It must neither hinder the function nor place it too far in the background. Design sells. Design inspires. Design informs. design positioning.
FS: When judging a design as good or bad, which aspects do you consider first?
RK: First, whether the design appeals to me and has been executed professionally.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
RK: Designers, like everyone else, have a responsibility to society and the environment. The designer can ensure that his designs are implemented in a sustainable manner. That the client also understands that design can influence society in a sustainable way. Great design can accompany a generation and stand for an era.
FS: How do you think the "design field" is evolving? What is the future of design?
RK: Design, like many things, is speeding up. The half-life of design is getting shorter. So it is important not to follow trends here but to develop independence. Design is not a trend but art. Strategic in its highest form.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
RK: I do not do exhibitions
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
RK: My inspiration is the sum of all experiences. the open view of everything and above all the linking of these. This can be from all areas.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
RK: i have a simple style. Less is more. However, this style is not suitable for everything. Therefore I adapt the style to the task and follow it more in private when painting pictures.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
RK: I live in germany. The cultural heritage does not influence my work. Germany is very diverse. the only thing is the precision with which i work. that is supposed to be a german characteristic :)
FS: How do you work with companies?
RK: Amicably, honestly, transparently and in partnership. We have great companies as clients and for me the goal is to achieve the client's goal. my clients don't always get what they want. But always what they need. and that connects.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
RK: You should choose him well. Like a friend. You should give him freedom if he sees the relationship as a friendship. This requires trust and respect on both sides.
FS: Can you talk a little about your design process?
RK: I start by taking the task out of each other. When I have answered all the questions and have the goal in mind, I start with key points about the theme and goal. Then with the sketchpad and compare the goals with the designs. I always sketch three directions and in the end I am left with one or at most two. I verify these again a few days later and finalise them. The three rough drafts are discussed with various clients and then one or two versions are created from them. Translated with www.DeepL.com/Translator (free version)
FS: What are 5 of your favorite design items at home?
RK: An old Glashütte watch with a timeless perfect design. My old Colani biros. A painting by an artist friend. My kitchen and my couch.
FS: Can you describe a day in your life?
RK: In principle, getting up early. One hour in the car to work. Here first a coffee and mail work. Then I start my day's work, which alternates between meetings and conceptual work. Designs come at the end when I have some peace and quiet. Or Or on weekend.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
RK: Buy books about design. After reading them, sell them directly. Never keep and look up. Develop your style and stay true to it.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
RK: As with any artist. It's a lot of fun and it takes forever to make a decent living. you should never forget that. However, every day that fills you up is a good day.
FS: What is your "golden rule" in design?
RK: Design must work
FS: What skills are most important for a designer?
RK: Creativity and enthusiasm. Craft is also important.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
RK: The most important thing here is my simple cheap pencil, a sketchbook and a sharpener and eraser. Later, software becomes important. I don't use sources of inspiration.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
RK: I use the bullet journal method and the tools of technology with reminders like our Angency Software and Tools like Asana.
FS: How long does it take to design an object from beginning to end?
RK: From 20 minutes to months. Anything is possible here. Depending on the complexity of the project.
FS: What is the most frequently asked question to you, as a designer?
RK: Where do your ideas come from?
FS: What was your most important job experience?
RK: The call from Nike asking if I had time. I will never forget it. It changed and accelerated everything after that.
FS: Who are some of your clients?
RK: Nike for almost 18 years. Schöffel. Weber Grill. Estée Lauder. Google Germany. Kering Eyewear with the brands Cartier, Gucci, Balenciaga and more.
FS: What type of design work do you enjoy the most and why?
RK: Difficult tasks and with great freedom in development. When I have the feeling that the client is not slowing me down, but challenging me.
FS: What are your future plans? What is next for you?
RK: First of all, to get back to where I was in 2019 after Pandamy. I hope to get new clients and projects with demand. Learn new things.
FS: Do you work as a team, or do you develop your designs yourself?
RK: Both. For some tasks I bring in my TEam. Some tasks I do on my own, because I often have the idea in mind when I create the task.
FS: Do you have any works-in-progress being designed that you would like to talk about?
RK: Unfortunately, we are not allowed to talk about many projects before, during or after their realisation. :)
FS: How can people contact you?
RK: The easiest way is on the website brainartist.de. All my primary contact details are there.
FS: Any other things you would like to cover that have not been covered in these questions?
RK: Hmm. No.
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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