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Interview with Shadi Al Hroub

Home > Designer Interviews > Shadi Al Hroub

Editor Frank Scott (FS) from DesignPRWire has interviewed designer Shadi Al Hroub (SAH) for A’ Design Award and Competition. You can access the full profile of Shadi Al Hroub by clicking here.

Interview with Shadi Al Hroub at Monday 6th of August 2018

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?
SAH: My career has led me to specialize increasingly in the graphic design major at international level. The reason for this is because from a young age I have always had a very high interest in advertising and graphics design everything that is around us has been designed and this has always fascinated me.

FS: Can you tell us more about your company / design studio?
SAH: I'm Creative Consultant, I worked as a creative consultant at Leo Burnett, Hilton Worldwide and the International Trade Center and more...

FS: What is "design" for you?
SAH: Design is essentially problem solving at its core. You see a problem in an object/situation, you analyze it and try and remove those flaws. The process you hence undertake to do so is design.

FS: What kinds of works do you like designing most?
SAH: Branding and Creative Campaigns

FS: What is your most favorite design, could you please tell more about it?
SAH: My favorite project is branding at Hilton . I were given the opportunity to design restaurants identity. It was very enjoyable project.

FS: What was the first thing you designed for a company?
SAH: Logo and corporate identity

FS: What is your favorite material / platform / technology?
SAH: UX and Web Design

FS: When do you feel the most creative?
SAH: Creativity will hit you just at the moment you're in a silent, bright lighted room.

FS: Which aspects of a design do you focus more during designing?
SAH: It doesn't matter how good you are today. What really matters is how fast you progress and what steps you take every day to improve your design skills.

FS: What kind of emotions do you feel when you design?
SAH: Depend on the project

FS: What kind of emotions do you feel when your designs are realized?
SAH: Like a heartbeat

FS: What makes a design successful?
SAH: Concept is the foundation of any successful design — it’s like design DNA. Before I touch the computer or even start sketching, I figure out what I am trying to say conceptually. The concept provides the direction for the entire project. Without a solid concept its almost impossible to create a lasting design.

FS: When judging a design as good or bad, which aspects do you consider first?
SAH: Beauty is, and always will be, in the “eye of the beholder.” Your decision about the beauty or lack of beauty in a particular work of art is instinctive and natural. In fact, you probably won’t even have to make that decision, you’ll just either be captivated by a piece of art or you won’t.

FS: From your point of view, what are the responsibilities of a designer for society and environment?
SAH: Social and environmental responsibility is an increasingly important factor for today's consumers. designers must be careful on products.

FS: How do you think the "design field" is evolving? What is the future of design?
SAH: In trying to figure out what the future of design will look like, we’re at a bit of a loss.

FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SAH: In Oman, Black Balloon exhibition... Don't Know

FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
SAH: From music, movies or read a book

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?
SAH: Savage style

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?
SAH: Jordan, Amman

FS: How do you work with companies?
SAH: in consultancy base

FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
SAH: By previous clients, fees and design profiles

FS: Can you talk a little about your design process?
SAH: If you pay attention to detail, are patient, creative, and like solving problems, then you are well on your way. Try to establish a new style, A style is a tool; it’s the thing you’re using to hit the target. Think about the colors you want to use and what those colors mean. Think about the imagery that supports your focus, the pace that attracts your audience, the words that communicate to them. Think about the cultural references and landmarks that establish a common frame of reference between you and your audience. There is great prestige attached to the world “creative.” Creative people apparently magic up ideas—wonderful solutions to the most complex problems.

FS: What are 5 of your favorite design items at home?
SAH: couch, mirror, sound system, paint and carpet

FS: Can you describe a day in your life?
SAH: I get up early in the morning and take a shower. I eat my breakfast then and revise my calendar. I reach my work at around 9 am and back around 7 pm. Then I take some light snacks and read till 9:00 pm and then spend some time using the computer and the Internet. I go to bed around 11 pm.

FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SAH: When you’re working on a project, brainstorming sessions allow you to get your thoughts down in a tangible form. Thumbnails are like icons for thoughts, visual markers that allow you to think through a design. But instead of having to draw out a full version and get lost in the details, you only have to jot down the thumbnail sketch to serve as a reminder of the original concept.

FS: From your perspective, what would you say are some positives and negatives of being a designer?
SAH: Design is a great way to make a living. It can be fulfilling, helpful, and your work can have impact on people and culture. But it’s worth remembering it’s still just a job.

FS: What is your "golden rule" in design?
SAH: Creativity

FS: What skills are most important for a designer?
SAH: A varied selection of sources to conceive the final design

FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
SAH: Music, Adobe Collection software and pencil

FS: Designing can sometimes be a really time consuming task, how do you manage your time?
SAH: Priority first before starting the job

FS: How long does it take to design an object from beginning to end?
SAH: Depend on the project for example logo design may take one hour, but campaign could be for a month

FS: What is the most frequently asked question to you, as a designer?
SAH: Time frame

FS: What was your most important job experience?
SAH: Samsung Campaign, I have learned a lot of different cultures

FS: Who are some of your clients?
SAH: International Trade Center, UN, USAID, Hilton and more

FS: What type of design work do you enjoy the most and why?
SAH: Designing a campaign, I can make my own research during the time frame and know where i can prove my designs

FS: What are your future plans? What is next for you?
SAH: Open my own orgnization

FS: Do you work as a team, or do you develop your designs yourself?
SAH: By my self

FS: Do you have any works-in-progress being designed that you would like to talk about?
SAH: Not as this moment

FS: How can people contact you?
SAH: Mostly they Google me and reach me from my website or social media

FS: Any other things you would like to cover that have not been covered in these questions?
SAH: Not really, Thank you


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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