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Interview with Tamer El-Menyawi |
Home > Designer Interviews > Tamer El-Menyawi |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Tamer El-Menyawi (TE) for A’ Design Award and Competition. You can access the full profile of Tamer El-Menyawi 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?
TE: My art and design background is quite diverse and influenced by various experiences throughout my life. While I didn't always envision myself as a designer, creativity and art have been an integral part of my journey from a young age. Initially, I discovered my passion for art through football, where I honed my skills and exhibited my talent on the field. However, due to family issues, I had to leave football behind. In search of a new outlet for my creativity, I turned to music and found solace in heavy metal. I became a renowned bass guitar player in my country, enjoying the process of creating music and expressing myself through this medium. However, as time went on, I realized that my true calling was in graphic design. The ability to combine creativity with the science of art fascinated me, and I recognized the immense potential in using design as a means of communication and expression.
FS: Can you tell us more about your company / design studio?
TE: Working from home as a freelance creative director and graphic designer, I've transformed my home office into a hub of creativity and collaboration. Since I closed my ad agency, I've found new freedom and independence in my work. My home office is now a place where I can explore my creativity without boundaries. It's a space where ideas flow freely, and I have the freedom to experiment and take risks. Whether I'm working on a new design project or brainstorming ideas for a client, my home office is where I find inspiration and bring my visions to life. Collaboration is also an important part of my work, even though I'm working independently. Thanks to technology, I can connect with clients and colleagues from around the world, sharing ideas and feedback in real-time. My home office has become a virtual meeting place where I can collaborate with others and bring our collective ideas to fruition. Working from home has its challenges, but I've embraced the flexibility and autonomy it offers. My home office is not just a physical space—it's my own world of creative exploration, where I can thrive as a freelance creative director and graphic designer.
FS: What is "design" for you?
TE: To me, brand identity design is more than just creating a logo or selecting colors and fonts. It is about understanding the core values and unique selling propositions of a brand and then crafting a visual identity that communicates those qualities effectively. It involves strategic thinking, careful research, and a deep understanding of the brand's target market and competitive landscape. Brand identity design is like creating a visual personality for a brand. It is about finding the right balance between creativity and practicality, ensuring that the design not only looks visually appealing but also serves its purpose of representing the brand in a meaningful way. It requires attention to detail, a keen eye for aesthetics, and the ability to distill complex ideas into simple and memorable visuals.
FS: What kinds of works do you like designing most?
TE: While I enjoy working on various design projects, I find myself particularly drawn to brand identity design. Developing a brand's visual identity allows me to delve deep into their essence, understand their values, and encapsulate their story in a cohesive and impactful design. It's a process that requires a delicate balance between creativity and strategy, and the end result can truly transform how a brand is perceived.
FS: What is your most favorite design, could you please tell more about it?
TE: Choosing a favorite design is a challenging task since most of my projects hold a special place in my heart. However, if I were to highlight one, it would be the brand identity design I created for SAFETY24/7. This project demanded a seamless fusion of creativity and functionality. The final design incorporated elements representing safety, trust, and round-the-clock service. It was a remarkable achievement for me and received global recognition, earning a prestigious accolade.
FS: What was the first thing you designed for a company?
TE: The first design I ever created was a logo for a budding classic clothing company in Egypt, 25 years ago. This company, TIE HOUSE, was an emerging business at the time and has now grown to become one of the largest manufacturers of classic apparel in the Middle East. The logo design holds a special place in my heart as it was both attractive and simple, yet managed to convey a powerful message. I believe it played a significant role in the company's success.
FS: What is your favorite material / platform / technology?
TE: As a designer, Each project demands a thoughtful consideration of the best tools to bring the design to life. However, I find myself particularly fascinated by the possibilities offered by digital platforms and emerging technologies. They provide immense flexibility and allow for innovative and interactive design solutions.
FS: When do you feel the most creative?
TE: I find myself more creative during my moments of solitude and thinking that my mind is unburdened, especially during the night :), which allows me to think outside the box and generate new ideas. In addition, collaborating with other creative individuals and echoing ideas off each other sparks my creativity and pushes me to new heights.
FS: Which aspects of a design do you focus more during designing?
TE: When designing, I place great emphasis on two key aspects: aesthetics and functionality. While the visual appeal is crucial, it should never overshadow the purpose and usability of the design. Balancing these elements ensures that the final product not only looks captivating but also effectively communicates its intended message and serves its intended purpose.
FS: What kind of emotions do you feel when you design?
TE: From the initial excitement of conceptualizing a new idea to the deep focus and concentration during the creative process, it's a journey that stimulates my passion and brings me joy. There's a sense of fulfillment and satisfaction when I see my vision taking shape.
FS: What kind of emotions do you feel when your designs are realized?
TE: When my designs come to life, a complex blend of emotions floods my senses. I experience an intense surge of pride and achievement, as my creative vision takes shape and captivates its intended audience. Yet, there's a subtle undercurrent of vulnerability, knowing that my designs are subject to individual interpretation and potential critique.
FS: What makes a design successful?
TE: Successful design requires several components: talent, innovation and creativity, a clear design message, ease of accessibility to the target audience, and a connection between design and the artistic, scientific, and academic aspects. Talent is the foundation of successful design. It involves having a natural inclination, skill, and ability to create visually appealing and functional designs. It's the raw potential that can be honed and developed through practice and experience. Innovation and creativity are essential in design as they bring fresh ideas and unique perspectives to the table. They enable designers to think outside the box, break traditional norms, and come up with groundbreaking concepts that captivate and engage the audience. A clear design message is crucial to convey the intended purpose and meaning behind the design. It should communicate effectively, leaving no room for ambiguity or confusion. A well-crafted message helps users understand and connect with the design, enhancing its impact and resonance. Accessibility plays a vital role in successful design. It ensures that the design reaches its target audience easily and effortlessly. Accessibility encompasses both physical and digital aspects, considering factors such as usability, readability, and inclusivity. A design that is readily accessible to its intended users has a higher chance of achieving its objectives. Finally, a successful design is anchored in the artistic, scientific, and academic realms. It acknowledges and draws inspiration from various disciplines, embracing the principles and theories that underpin design aesthetics and functionality. By merging these aspects, a design can strike a harmonious balance between aesthetics and purpose, captivating both the eye and the intellect. In conclusion, successful design combines talent, innovation, and creativity with a clear message, easy accessibility, and a connection to the artistic, scientific, and academic aspects. By incorporating these elements, designers can create compelling and impactful designs that resonate with their target audience and stand the test of time.
FS: When judging a design as good or bad, which aspects do you consider first?
TE: The essential aspects to consider, as mentioned in the previous response, are talent, innovation and creativity, clarity of design message, ease of access to the target audience, and the alignment of the design with fundamental artistic principles. These factors are crucial in crafting captivating, distinctive, and inventive designs.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
TE: As a graphic designer, I believe it is our responsibility to use our skills and creativity to make a positive impact on society and the environment. We have the power to shape public perception, convey important messages, and inspire change. It is crucial for us to design with integrity, considering the ethical and environmental implications of our work. We should strive to create designs that are inclusive, accessible, and promote sustainability. By raising awareness, fostering empathy, and advocating for social and environmental causes, we can contribute to a better future for all. Ultimately, our role is to be mindful designers, using our craft to make a difference in the world we live in.
FS: How do you think the "design field" is evolving? What is the future of design?
TE: The design field is continuously evolving, driven by advancements in technology, changing societal dynamics, and emerging design trends. With the rise of artificial intelligence and augmented reality, designers will have new tools and mediums at their disposal, enabling them to create immersive and transformative experiences.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
TE: The inspiration for my designs comes from a variety of sources. Sometimes I take inspiration from nature, architecture, cultural heritage and even everyday life. I actively seek inspiration from design publications and online platforms and getting involved with other creative individuals also fuels my creativity.
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?
TE: My design style can be described as a harmonious blend of minimalism and expressive creativity. I strive for simplicity in form and function, while also infusing elements that evoke emotions and engage the viewer. This style emerged as a result of the desire to create designs that leave a lasting impact. Key characteristics of my style include clean lines, thoughtful typography, intentional use of color, and a focus on storytelling.
FS: How do you work with companies?
TE: When working with companies, I believe in a collaborative and strategic approach. I start by thoroughly understanding the company's values, mission, and target audience. Through in-depth research and analysis, I uncover key insights that inform the design process. I then combine my creative talent and artistic knowledge to craft a unique and impactful visual identity that effectively communicates the brand's essence. Throughout the journey, I maintain open communication with the company, incorporating their feedback and ideas to ensure the final design aligns with their vision. The result is a brand identity that not only captures the company's personality but also resonates with its customers, fostering a strong and enduring connection.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
TE: When working with a designer, companies should consider the following suggestions: Clear Communication: Companies should clearly communicate their brand values, target audience, and goals to the designer. This helps the designer understand the company's vision and create a brand identity that aligns with it. Portfolio Review: Companies should carefully review the designer's portfolio to assess their style, versatility, and previous work. Look for a designer who has experience in creating impactful brand identities across different industries. Collaboration: A good designer values collaboration and listens attentively to the company's ideas and feedback. Look for a designer who is open to constructive criticism and can incorporate the company's input into the design process. Understanding of Branding Principles: A competent brand identity designer should have a deep understanding of branding principles, including color psychology, typography, and visual hierarchy. Look for someone who can effectively translate the company's values and personality into visual elements. Research and Conceptualization: A great designer conducts thorough research to understand the market, competition, and target audience. They should be able to conceptualize unique and memorable design solutions that differentiate the company from its competitors. Timely Delivery and Professionalism: Select a designer who is reliable, adheres to deadlines, and maintains a high level of professionalism. Timely delivery is crucial for companies aiming to launch their brand identity successfully. In summary, companies should look for a brand identity designer who possesses a strong portfolio, collaborates effectively, understands branding principles, conducts thorough research, and demonstrates professionalism in their work.
FS: Can you talk a little about your design process?
TE: My design process usually includes several stages. It begins with thorough research and discovery, where I gather information about the client, their industry, competitors, and target audience. Then the ideation and conceptualization phase begins, where I create multiple design directions. Once the direction is determined, I dive into the refinement phase, iterating and adjusting the design until it reaches its fullest potential. The final stage involves handing over design files. Sometimes I collaborate with other stakeholders, such as developers or print houses, to ensure successful implementation.
FS: Can you describe a day in your life?
TE: A day in my life starts with a light breakfast with a cup of coffee and then I take some time to think and plan. I review my ongoing projects, answer client emails, and prioritize tasks for the day. I spend most of my day designing, either working on client projects or exploring personal creative endeavors. Collaboration with colleagues and clients is an integral part of my routine, including meetings, brainstorming sessions, and regular progress updates. I try hard to maintain a healthy work-life balance, ensuring I spend quality time with my family and nurturing my personal interests outside of design.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
TE: For young designers, I would offer the following pearls of wisdom: Embrace experimentation and continuously push the boundaries of your creativity. Cultivate a deep understanding of design principles, but never shy away from breaking the rules to create something unique. Seek inspiration from various sources, both within and outside the design field. Explore different cultures, art movements, and emerging technologies to broaden your perspective. Be open to feedback and learn from constructive criticism. It's through iteration and refinement that you grow as a designer. Cultivate strong communication skills. The ability to effectively convey your ideas, listen to clients' needs, and collaborate with others is paramount in this field.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
TE: Being a designer comes with both positives and negatives. On the positive side, design allows for creative expression and the ability to impact the world positively. It offers opportunities for continuous learning and growth, as each project presents new challenges and demands innovative solutions. However, design can also be demanding and time-consuming, requiring meticulous attention to detail and the ability to handle critique. Designers often face the pressure of meeting tight deadlines and managing client expectations. Nonetheless, the joy and satisfaction derived from seeing one's designs come to life outweigh the challenges.
FS: What is your "golden rule" in design?
TE: My "golden rule" in design is to never underestimate the power of simplicity. Strive for clarity, elegance, and minimalism in your designs. Remove any unnecessary elements that distract from the core message. Simplicity often results in timeless and impactful designs that resonate with audiences across time and cultures.
FS: What skills are most important for a designer?
TE: While there are various important skills for a designer, I believe that adaptability and continuous learning are crucial. The design industry is constantly evolving, with new trends, technologies, and techniques emerging all the time. A designer needs to stay updated and adaptable to these changes, continuously learning and improving their skills to meet the demands of the industry. Additionally, strong communication and problem-solving skills are also vital for effective collaboration with clients and team members.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
TE: In my design toolbox, I utilize a combination of software, hardware, and sources of inspiration. For software, I primarily use Adobe Creative Cloud suite, including Illustrator, Photoshop, and InDesign. In terms of hardware, I work with my powerful laptop. Additionally, I keep a sketchbook of some initial ideas and concept development. As for sources of inspiration, I regularly browse design websites and online communities to stay updated on the latest trends and gather ideas. I also draw inspiration from art, nature, architecture, and various forms of media. Books on design principles, typography, and color theory are also valuable resources that I consult.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
TE: As a graphic designer and creative director, I understand the importance of managing time effectively. Design can really be a time consuming task, so I try to work on a strategy to ensure efficient time management. I start each project with a clear timeline and specific deadlines for the stages of the design process. This helps my work stay organized and ensures that I allocate enough time for each task. In addition, I prioritize my work based on the urgency and complexity of the project.
FS: How long does it take to design an object from beginning to end?
TE: The time required to design an object from start to finish can vary depending on the complexity of the project, scope of work and client requirements. Design is a multi-stage process that includes research, reflection, conceptualization, improvement and final implementation. For smaller projects, such as a logo, it may take two or three to a week to complete the design. However, larger projects, such as a comprehensive brand identity system, can take several weeks up to a month to complete. The duration of a design project is affected by various factors, such as the complexity of the project, and customer feedback. It is therefore crucial to strike a balance between efficiency and delivering a high quality end product.
FS: What is the most frequently asked question to you, as a designer?
TE: One of the most common questions I receive as a designer is, "Where do you find inspiration for your designs?" Inspiration is a vital aspect of the creative process, and it can come from many different sources. I believe inspiration can be found in many places, from nature and art to everyday experiences and cultural influences. To stay inspired, I actively look for various sources of inspiration. I explore the websites, videos and social media accounts of current and late creative designers, read design books and blogs, and engage in conversations with fellow designers. Moreover, I believe in the importance of continuous learning to keep up with the latest design trends and developments and emerging technologies, to broaden my creative horizons and bring new ideas to my work.
FS: Who are some of your clients?
TE: Over the course of my 25-year journey in graphic design, I have crafted many success stories with many companies and organizations in various fields. In the field of communications, I cooperated with Vodafone Egypt and Etisalat Misr. In addition, in the field of business development, I have worked with Sterling International, the exclusive agent outside the United States for the Baldrige Performance Excellence Program, the famous administrative system adopted by the US federal government. Along with my award-winning design here, the brand identity of the American company Safety 24/7, which specializes in industrial safety training. Moreover, I have worked with many institutions in the United States, Gulf countries, Turkey, Germany and Britain.
FS: What type of design work do you enjoy the most and why?
TE: As a graphic designer and creative director, I find great joy in brand identity design. There's something incredibly fulfilling about creating a visual identity that represents the essence of a brand and communicates its values and personality to the world. Brand identity design allows me to blend my creativity with strategic thinking, as I delve into understanding the brand's target audience, market positioning, and aspirations. I enjoy the challenge of distilling all these elements into a cohesive visual system that includes logos, typography, color schemes, and other design elements. It's a process that requires both artistry and problem-solving skills, which is why I find it the most enjoyable type of design work.
FS: What are your future plans? What is next for you?
TE: In both my professional and personal life, I aspire for continuous growth and fulfillment. Professionally, I yearn for continuous learning, fostering creativity, and achieving success. I strive to maintain my ambition in crafting remarkable success stories, be it with my current or future clients, while also aiming to secure esteemed international accolades, similar to the ones I have attained previously. On a personal level, my heartfelt desire is for stability, abundant love, and joyful moments with my beloved family. Together, we will create a tapestry of happiness and fulfillment.
FS: Do you work as a team, or do you develop your designs yourself?
TE: Most of the time, I basically develop my designs by myself, in an atmosphere of calm and solitude. I believe that the early stages of the design process require a deep attachment to the project, to try to generate different creative directions and ideas. However, once I finalize the basic design idea, I am open to collaborating with a team of talented professionals, such as copywriters and web developers, to bring the design to life and ensure it is implemented successfully across various mediums. There is no doubt that the collaborative approach after finalizing the basic design idea helps to take advantage of the strengths and experience of others to achieve the best possible result.
FS: Do you have any works-in-progress being designed that you would like to talk about?
TE: I am currently working on redesigning the profile of a prestigious advertising agency in Riyadh, Saudi Arabia. My aim is to effectively communicate the agency's messages and vision to the target audience in an appealing and captivating manner, while preserving its cultural identity. Through this redesign, I strive to create a visually stunning profile that showcases the agency's uniqueness and captures the attention of potential clients. By combining attractiveness and simplicity, I seek to create a profile that leaves a lasting impression and reflects the agency's excellence in the advertising industry.
FS: How can people contact you?
TE: There are multiple channels through which people can reach out to me. If you're interested in exploring my expertise and viewing my designs, you can visit my page on Behance, a popular website for showcasing creative work: www.behance.net/TamerMenyawi For those who prefer direct communication, the easiest way would be through email: tamer@ibhar.net I regularly check my inbox and strive to respond to messages as quickly as possible. So whether you want to browse my portfolio or engage in direct conversation, I'm just a click away. Looking forward to connecting with you!
FS: Any other things you would like to cover that have not been covered in these questions?
TE: I would like to express my sincere gratitude for this remarkable interview and for your tremendous efforts in encouraging and celebrating talents. I would also like to extend my thanks to the judging panel for their confidence in my designs and for granting me this prestigious award, which I am truly honored to receive.
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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