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Interview with Dragana Stojanović |
Home > Designer Interviews > Dragana Stojanović |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Dragana Stojanović (DS) for A’ Design Award and Competition. You can access the full profile of Dragana Stojanović 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?
DS: From the early age I had an interests for visual arts therefore my first paintings exhibition was at the age of 13. After that I continued to upgrade my passion for creativity through different visual forms - from design to art installations. I've graduated from the University of Fine Arts in Belgrade and after years of marketing and media experience I became art director for the top national television in Serbia which is now part of Kopernikus Corporation with two national televisions, several cable channels, radio station and online platforms.
FS: Can you tell us more about your company / design studio?
DS: Kopernikus Corporation is a leading media company in Serbia and wider. Under the same roof it's operating two national televisions, several cable channels, one national radio station and different online platforms. As an Art Director in Marketing and promotion department I'm in charge of visual identity for each of these media.
FS: What is "design" for you?
DS: I have a simple answer... For me, design is life! And I'm living it.
FS: What kinds of works do you like designing most?
DS: Well, if I have to choose I would say it is developing the brand and its visual identity from a start.
FS: What is your most favorite design, could you please tell more about it?
DS: Lately, the design that has impressed me the most was Thomas Burberry monogram by Peter Saville. It is always exciting to rebrand such great companies and the way this was created simply blew my mind. I liked simplicity and repetition, which later could be used for designing great collection. I think this was real thing.
FS: What was the first thing you designed for a company?
DS: When I first started working for marketing agency (Mccan Ericson) I was given a task to create kids chocolate packaging. It was fun but at the same time challenging. It ended up being cool design and I think the kids like it also but probably not as much as the chocolate packed in.
FS: What is your favorite material / platform / technology?
DS: Since I am working mostly for media and marketing purposes I deal with digital technologies. Sometimes, for myself, I still do a little bit of painting on canvas or drawing which makes me feel young again.
FS: When do you feel the most creative?
DS: If it's not a day when you're not feeling creative at all, and there are such days, what makes me the most creative and inspired are tasks I really care about and challenges that excite me. But, it is very important to have your own freedom of expression and I like to be free.
FS: Which aspects of a design do you focus more during designing?
DS: I will say one thing - good idea. You can work, rework, change, experiment etc. but you must focus on an idea. That's why it is important to have a good one.
FS: What kind of emotions do you feel when you design?
DS: I am not sure if there is one word for what I feel like but if I can put it simple as possible I would say excitement and happiness.
FS: What kind of emotions do you feel when your designs are realized?
DS: At the end of that process I like to enjoy that wonderful state of relief. After that all good emotions continue.
FS: What makes a design successful?
DS: The world of design is an art world. I like to find good things in design first and then think of bad ones. If there is nothing wrong about it then you can call it successful.
FS: When judging a design as good or bad, which aspects do you consider first?
DS: Every design has different aspects, which make it good or great. I'm always thinking if it responds to it's function and is it closely connected with brand values.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
DS: Can designers change the world? Hardly! But we can do as much as we can in creating better perception of visual arts in viewers minds especially when working in media company where millions of people are watching daily what you serve them. From that point I do feel responsible for bigger picture society gets through my art directions.
FS: How do you think the "design field" is evolving? What is the future of design?
DS: Think of it as we are standing in the middle of circle and you can go wherever you want... into the past, the future, in circles. There is lot of options and possible ways but I think it's important to keep on moving.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
DS: My last independent exhibition, named Old cameras, was in April, 2016. in Belgrade, in the grand gallery of KC Grad, and it showcased wall sculptures and installations constructed from dozens of old analog cameras. https://www.behance.net/gallery/36385777/OLD-CAMERAS-sculptureinstallation-exhibition
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
DS: I draw inspiration for my work from the world around us, from ambience, nature, people, and everything else that the human eye can see.
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?
DS: I would characterize my style as contemporary and trendy but at the same time it is based on a traditionally proven patterns. Regarding approach, I like to be flexible and open for experimenting so I approach it with no limits until I find the right angle to deal with it.
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?
DS: I would characterize my style as contemporary and trendy but at the same time it is based on a traditionaly proven patterns.
FS: How do you work with companies?
DS: I am currently working in a creative team of a big media company, actively involved in brainstorming and idea making from a start of any campaign. You have to listen to the brief but at the end I like to give final touch to everything with my own style. And they like it.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
DS: The perfect way is to find designer profile that best suites the task that is given by the company. Communication should be clear and there must be trust between the company and artist it works with. So, they must give enough creative freedom to a person that selected for the task.
FS: Can you talk a little about your design process?
DS: Process sometimes lasts for a moment and sometimes you need months to accomplish the goal. I think that brainstorming process is the most important and after that every designer has its own secrets on how he will find the final solution. And some secrets should be kept...
FS: What are 5 of your favorite design items at home?
DS: Back home, in my family flat, I like to have simple but meaningful things. Items that give me some kind of an emotion each time I see them. Right now those are Marshall stanmore bluetooth speaker, my own wall sculptures, several pieces of my friend's art...
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
DS: Just imagine yourself doing something else which can make you feel more satisfied. If you can't then designing is what you should practice.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
DS: Luckily there is more positive stuff. Anyhow, designer must find some of time for himself even if you are always thinking through designer's mind.
FS: What is your "golden rule" in design?
DS: Rule no1 - Persistence in creativity.
FS: What skills are most important for a designer?
DS: Good eye. Sharp mind. Instict.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
DS: Za dizajn koristim Adobe's cc pack, hand drawing on paper. realne predmete iz okruzenja i fotoaparat.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
DS: You don't manage your time nowadays, you just have to keep up with it.
FS: How long does it take to design an object from beginning to end?
DS: Sometimes it's a moment and sometimes it can last for months but I try not to over do things. You must know when is the end of a process.
FS: What is the most frequently asked question to you, as a designer?
DS: Hey, could you please do me a favor and make something for me? Frequently asked by friends...
FS: What was your most important job experience?
DS: The first 5 years drill in marketing agency!
FS: What type of design work do you enjoy the most and why?
DS: I like being involved in design process no matter what but I can say that branding and logo designing are ones of my favorites.
FS: What are your future plans? What is next for you?
DS: Future is already tomorrow! I'm working on a special project, actually my own project which should see the light of a day I hope so. It's a book for kids with my own visual illustrations.
FS: Do you work as a team, or do you develop your designs yourself?
DS: It is great to have a team. Nothing big would be possible in a marketing world without a team but I like to have my own freedom in finishing stuff where no one can interfere.
FS: How can people contact you?
DS: nica.damn@gmail.com
FS: Any other things you would like to cover that have not been covered in these questions?
DS: I'm fine, 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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