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Posten Norge Visual Branding by Soren Nielsen |
Home > Winners > Design #86061 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
SN: The idea behind the pictures for Posten Norge is to show their vehicles on their way from A to B. By choosing locations all over Norway it is becoming clear that they are present everywhere, around the clock, in all seasons. They deliver! The fantastic Norwegian landscape forms the backdrop for many of the images. Sometimes the vehicles are far away and seem very small in the picture. I do this to emphasize the vast distances traveled by Posten Norge every day. I always liked to play things down. Maybe it's because I am a Dane and have grown up in the Scandinavian, minimalist, design tradition. I love the tranquility that comes with it.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
SN: My focus is of course always my client. What would they like to tell? How can I help visualize their story? I work within some fixed agreements, but my work is always a matter of trust. Posten Norge has shown me faith from day one. When the pictures are handed over, a small "wow" is of course always lovely.
FS: What are your future plans for this award winning design?
SN: I always try to hit something timeless, even though I know it does not exist within photography. But I still hope that my pictures will have a long life. I see this as a stamp of quality.
FS: How long did it take you to design this particular concept?
SN: As a photographer, you spend your entire life looking for your style. Looking back, I can see a road leading where I am today. But the path has not been straightforward. With the experience comes the direction. Suddenly, things start to fall into place, and your work gets this personal imprint that you've always wanted. This concept is, therefore, the result of other previous concepts. You always take something along.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SN: Posten Norge ordered the assignment. Initially, I was briefed by the Swedish brand development consultant Grow. I planned and performed the footage with the vehicles alone. Of course, I had help with the logistics from Posten Norge / Bring's local departments.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
SN: My work is used to promote Posten Norge / Bring's values.
FS: What made you design this particular type of work?
SN: That's my job. I am a commercial photographer, specializing in visual branding and corporate identity.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
SN: No, I worked alone on this one. At other times I can work with a team of up to ten people to cover my back. But in the vast landscape, I prefer to work alone or with only one assistant.
FS: Who is the target customer for his design?
SN: The target customer is primarily the Scandinavian, and especially the Norwegian, public.
FS: What sets this design apart from other similar or resembling concepts?
SN: I want to say the size of it all. Large vehicles. Fantastic landscapes. Four countries. Over a long period. And of course, the fact that the board was wiped clean from the beginning. I think Posten Norge was very consistent in the implementation of their new design.
FS: How did you come up with the name for this design? What does it mean?
SN: Posten Norge is the name of my client.
FS: Which design tools did you use when you were working on this project?
SN: My Hasselblad camera. I have worked with Hasselblad all my professional life.
FS: What is the most unique aspect of your design?
SN: The pictures are very understated. Typically a vehicle on the road. What makes them unique is the surroundings and the context. I have tried to write a love letter to the Scandinavian landscape. Especially Norway's scenery is off a different world. I believe in keeping things simple. Maybe that's what makes it something special.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SN: Of course, I could never have made the pictures without the great help I got from the local Posten Norge / Bring employees and skilled and patient drivers out on the roads.
FS: What is the role of technology in this particular design?
SN: All location scouting took place using a computer. Topographic maps, combined with Google Streetview and Instagram tags, were essential tools. The selected sites were also examined concerning the sun's direction and eventual shadows from the mountains. Traffic webcams helped me decide how much traffic I could expect in the selected locations.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
SN: No.
FS: What are some of the challenges you faced during the design/realization of your concept?
SN: Finding the right locations has been very important in this project. The logistics part has also been a challenge. Many of the vehicles I have photographed were in operation and therefore my time for photography was limited. The weather and traffic were of course always an issue.
FS: How did you decide to submit your design to an international design competition?
SN: I got contacted by the committee behind A’ Design Award & Competition. After that, I decided to give it a try.
FS: What did you learn or how did you improve yourself during the designing of this work?
SN: This whole project has been a great exercise in organizing, even for me, a control freak. There are so many things that can go wrong. Even small things count. So if you want to get to the finish line, everything has to be planned. It is incredibly important to communicate well too everyone involved. That is the key to success. This project has undoubtedly made me a better planner and communicator over long distances.
FS: Any other things you would like to cover that have not been covered in these questions?
SN: 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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